Need a paintbrush for that flat tire?

Are you sure your Web fixes are really identifying root problems and tackling them with the right tools? There are problems, and there are root problems. Are mediocre numbers needling you? You may begin to muse whether it's time to change the layout of the home page content, or think about a redesign. You need to "do something" but it is tough to know the right next step. This is a 'problem'. And this decision is where a lot of time and budget are wasted.

The right next step is 'discovery' -- use this opportunity to get to the 'root problem' by first identifying barriers to achieving your site's goals. Haven't set key goals yet? Now is a good time to do this exercise, too. Once goals and barriers are identified, then you have a road map to pursue appropriate fixes. After all, if your vehicle has a flat tire, taking it to a paint shop won't achieve the needed outcome. [Continue your 'discovery' process to determine whether there is 'root problem', like nails the handyman spilled on your driveway.]

To find your numbers and barrier culprits, look across content value, navigation, pathing*, functionality, and how you encourage loyalty. Remember to also look at the experiences ("events")behind your user/member processes: sign-up prompts, log-in error messages, email alerts, etc. [this flowchart template may be helpful.] This effort only requires a little homework such as asking your users about their expectations, content style/depth/length/format preferences, and to rate their experience. Once you've completed these little investigations, you'll be on track to ensuring you're tackling root problems. You'll know what you want to achieve/improve, and be able to frame good questions to use when interviewing "garage owners" (Web contractors/services).

Once some fixes are in place, start rechecking your site reports to confirm whether changes are spurring traffic toward your newly identified goals (or wandering elsewhere). When you are needled by numbers again, just come right back to this 'discovery' process. This due diligence cycle will pay off every time.

--> Did you find this info useful?

-- -- -- -- --

*Your "user experience" and "content pathing" go hand in hand and can prove extremely insightful exercises. For "user experience", literally walk in the shoes of a user from home page, to next click, to next click, to next click. How this been an easy, value-filled experience? For "content pathing", literally follow the "life" of a piece of content --> from first posting, to second posting, to next posting, to its final archive listing. Are you giving enough "life" to your content? Was this content always presented in context to its surroundings?

Comments

[tyre machines]

Flat tire may cause the rim of the wheel to ride on the tire tread or the ground, and may result in loss of control of the vehicle or irreparable damage to the tire and wheel.

[garage equipment]

A flat tire can be a harrowing experience especially if you are in a hurry to reach somewhere.

[viagra online]

i am a longtime fan of your blog, and YOU SOOO SOOO SOOO SOO DESERVE THIS! you didn't stick out at all, you were more than one of the perfect choices to take this amazing day of all things Chanel. ALSO you of all people truly appreciated this, i can only imagine the outits you began to think up being surrounding by all of this. can't wait for part duex! eeeeeek

[generic viagra]

Once you've completed these little investigations, you'll be on the right track to getting a good garage to look at that flat. (You'll know what you want to achieve/improve, and be able to frame good questions to use when interviewing Web contractors/services.) --> Did you find this info useful?

[Caroline]

You are such a Web powerhouse! Thanks for all your help. Look in on us every now and then!

[Caro Marsden]

I get it and had a good chuckle, too