When allocating web-related expenses, many companies have difficulty prioritizing the best use of their funds. Here’s my approach:
1. Remove the Roadblocks. Too many sites have basic usability issues: confusing navigation, poor search functions, frustrating shopping carts, and more. Fixing these issues reigns supreme over anything else.
2. Spruce Things Up. If you’re already getting a fair amount of traffic – as most catalogers are — it makes sense to maximize sales from existing visitors. Enhancements like customer reviews and cross-sell suggestions can help you do this.
3. Encourage More Visits. Only after your website is working as hard as it can does it make sense to make an all-out effort to generate more traffic. Save your search engine optimization overhauls and pay-per-click campaigns until you’re set up to get the most out of any new traffic.
Think of it this way: If you had a retail store, you wouldn’t hold a Grand Opening when the merchandise was still in boxes and the shelving wasn’t up, would you? Your website is no different. Wait until your store is user-friendly and inviting before asking the world to stop by.
