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Continuous Improvement
What is continuous improvement?

The ongoing enhancement of the
effectiveness of the digital presence.
Why do we do it?

User
experience

Optimal Business
performance
web
presence
The platform for assessing effectiveness

User
experience
Personas
User journeys

Optimal Business
performance
web
presenc...
How do you go about it?
Research

Insights

Implementation

Actions
Research Techniques
Using data to generate insight
Analytics
• Tools like Google Analytics when configured
correctly provide you with an subst...
What should you measure?
As a minimum, web analytics should be utilised on
your website for gaining an understanding of
re...
Thinking beyond the website
Mobile
• Understanding growth in mobile
usage and the variables in the
mobile experience compa...
Thinking beyond the website
Social
• Look beyond growth to understanding interaction
and response to the content you are s...
Engagement
How connected is your audience to the experience on
offer?

11
The bigger picture
• Analytics tools provide us
with valuable insight in telling
us what has happened.
• However, what the...
Types of Audience Research
• Usability testing
• Focus groups

• One-to-one interviews
• Questionnaires and
surveys
What this can tell you
•How satisfied is the
audience with their
digital experience?

•What value do they
place in their
i...
Combining qualitative and quantitative
•Combining both research
techniques is the most effective
method of gaining a round...
What next?
Generating insights from your
research
• Don’t consider the data in
isolation
• Think about environmental
factors and digi...
Generating insights
Insights are only valuable if they
are actionable.
Ongoing optimisation
• Prioritisation of smaller quick wins.

• For larger changes analyse the cost of
implementation vers...
In Summary
In Summary
Continuous Improvement
• Starts with clearly understanding the audience and
their needs
• Has a set digital obj...
Thank you
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Continuous Improvement

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A presentation undertaken by Reading Room Manchester at their Digital Strategy event held on the 31st October.

Published in: Marketing, Technology, Business
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Continuous Improvement

  1. 1. Continuous Improvement
  2. 2. What is continuous improvement? The ongoing enhancement of the effectiveness of the digital presence.
  3. 3. Why do we do it? User experience Optimal Business performance web presence
  4. 4. The platform for assessing effectiveness User experience Personas User journeys Optimal Business performance web presence Objectives KPIs The continuous improvement process assumes that user and business needs are already clearly defined.
  5. 5. How do you go about it? Research Insights Implementation Actions
  6. 6. Research Techniques
  7. 7. Using data to generate insight Analytics • Tools like Google Analytics when configured correctly provide you with an substantial overview of the performance of your web presence.
  8. 8. What should you measure? As a minimum, web analytics should be utilised on your website for gaining an understanding of referrals, traffic, user journeys and site conversions. 8
  9. 9. Thinking beyond the website Mobile • Understanding growth in mobile usage and the variables in the mobile experience compared to other platforms.
  10. 10. Thinking beyond the website Social • Look beyond growth to understanding interaction and response to the content you are sharing across social channels. • Competitor data is interesting to review as a comparison and help put your performance into some context.
  11. 11. Engagement How connected is your audience to the experience on offer? 11
  12. 12. The bigger picture • Analytics tools provide us with valuable insight in telling us what has happened. • However, what they don’t tell us why it has happened. • Direct audience input fills in the gaps producing a fuller picture.
  13. 13. Types of Audience Research • Usability testing • Focus groups • One-to-one interviews • Questionnaires and surveys
  14. 14. What this can tell you •How satisfied is the audience with their digital experience? •What value do they place in their interactions with you?
  15. 15. Combining qualitative and quantitative •Combining both research techniques is the most effective method of gaining a rounded view of the effectiveness of your web presence.
  16. 16. What next?
  17. 17. Generating insights from your research • Don’t consider the data in isolation • Think about environmental factors and digital trends
  18. 18. Generating insights Insights are only valuable if they are actionable.
  19. 19. Ongoing optimisation • Prioritisation of smaller quick wins. • For larger changes analyse the cost of implementation versus the potential return. • Multivariate Testing can be used for uncertainties. • For critical changes, implement items which are individually trackable in order to understand their impact when live.
  20. 20. In Summary
  21. 21. In Summary Continuous Improvement • Starts with clearly understanding the audience and their needs • Has a set digital objectives and measurable KPIs • Uses benchmarking to provide context • Uses quantitative and qualitative research to gain a complete picture • Uses actionable insights • Is a process of ongoing optimisation
  22. 22. Thank you

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