Site Optimization

Sep 24, 2018

When it comes to site optimization, everyone seems to have an opinion.

“Let’s change the ugly hero image.”

“No, let’s revamp the navigation first.”

“Nah, let’s just scrap the whole site and start fresh.”

With everyone vying to make their voice heard, how do we objectively evaluate these ideas and which ones should we implement first?

In my experience, adding in a quantitative layer seems to be the best approach. It’s a great way to not only prioritize everyone’s opinions, but also to use it as a framework for thinking of new ideas.

Introducing the C.O.R.E. methodology:

C for Customer Experience

Ask yourself, “What is the potential to positively enhance the user experience?”


On a scale of 0 to 5, rate the idea:

    0 = has minimal potential impact on user experience

    5 = has high potential to significantly improve user experience


O for Opportunity

“How much visibility will the change have?”


Again, on a scale of 0 to 5, rate the idea:

    0 = the potential audience pool that will be impacted is negligible

    5 = the potential audience pool that will be impacted is substantial


R for Return

“What is the potential impact on the business’ KPIs?”


On the rating scale,

    0 = has minimal potential impact on business KPIs

    5 = has high potential to significantly improve business KPIs


E for Effort

“What level of effort is needed to implement the change?”


    0 = will require substantial time and resources to implement

    5 = will require minimal time and resources to implement


Now, with a score from 0 to 5 for each of the four factors, we can simply add up the numbers. The higher the score, the higher the priority. Easy, right?

To be extra fancy, I typically suggest weighting the importance of each of the four factors rather than just doing a simple sum. For example, do we care more about Return and less about Effort?  If so, we should give a higher weight to the score for R vs. E.

For my nerdy friends out there, here is the equation you would use in Excel:

=SUMPRODUCT([the 4 cells containing the C.O.R.E. scores],[the 4 cells containing the weights, which should add up 1])*4

Last words of advice: have one main individual tasked with gathering and rating all ideas just to be consistent in the evaluation process. After all, there is still a subjective component to the rating process. But at the end of the day, it is a lot harder to argue when there is math going into it all.  

Cora Lin recently joined Genuine as Associate Director of Analytics.

 

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