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How To Measure and Optimise Your Website

“While I acknowledge that there is a need for art, fun, and a general good time on the web, I believe that the main goal of most web projects should be to make it easy for customers to perform useful tasks.”
- Jakob Nielsen, Designing Web Usability

It's no secret that user experience (UX) is an integral part of your digital success.

When aligned with your business goals, good UX can be the difference between conversion and opt-out. The tricky thing about UX however is that it is not always static. Good UX at the inception of your website may not translate to the same thing now. But how do you know? Well, you ask your users. 

We've written an eBook on the subject - explaining how important user testing and research, and subsequent enhancement, is. We touch on various methods, explore a case study and look at how to keep the good work up. 

We believe it's important to regularly check in with your audience to sense-check how effective your website is. The insights gained from this will enable you to enhance and improve your website accordingly, thus avoiding the classic build / neglect / rebuild scenario.

Don't throw the baby out with the bath water! Instead of embarking on a complete redevelopment every few years, it's far more sensible to adopt a continuous improvement approach, staying on top of the game all the time. Your alternative is peaks and troughs - and in today's competitive environment, no-one can remain in a trough for long.