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Website Kaizen: Continuous Improvement for Your Marketing
10/19/12


How did Toyota become a global manufacturing powerhouse, known worldwide for quality and efficiency? It all started with Kaizen.

 

Kaizen is a practice that was first embraced in the manufacturing sector after World War II. Meaning “change for the better” in Japanese, it’s the process of making small, continuous improvements across the board, every day. Over time, the positive results of those efforts compound, leading to big improvements in quality and productivity.

 

Today, kaizen has spread well beyond the shop floor and is now a popular process in business management, healthcare, government -- and even marketing.

 

But you don’t need to follow the kaizen playbook to apply continuous improvement to your marketing efforts. The heart of continuous improvement is simple. Measure, experiment, evaluate, and repeat. And the great news for your web efforts? Almost everything on the web is measurable, which gives you an awful lot of opportunity for improvement.

 

So where do you start with website improvement? It’s all in the test.

 

Thinking of updating your home page? Changing your contact form? Adding an eCommerce store? Even changing your logo? Any and all of these can have an impact on your website in many ways. Adding a blog to your website could lead to more web traffic from repeat visitors and social media traffic. Updating your web design could lead to more visitors, keeping visitors longer, more activity on key pages, and more sales.

 

The good news is that you don’t need to have a sophisticated testing program in order to see great results. While structured A/B testing can be a powerful way to speed your way to web success, all you really need to do is continually look for ways to improve, make small changes, and pay attention to the impact.

Consider Improvements:

Different text (copy) on a page, improved page layout, updated design, higher-quality images, different text in the navigation or on buttons, and more.

How to Measure:

Start with web analytics and look at statistics like time on site, page views, bounce rate and other numbers that give an indication of how many people are engaging with your site, and how they’re using it.

How to Know You’re Successful:

Some improvements are hard to measure in the short term. A 5% increase in web leads may not be obvious unless you get hundreds a month. So look at numbers over a longer time frame -- several weeks to months depending on your web traffic and what you’re measuring.

 

With some thoughtful continuous tweaking your website can work harder for you and pay off bigger. Want to know how? Talk to us.

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