Continuous improvement involves the ongoing enhancement of a digital presence's effectiveness. It assumes user and business needs are clearly defined and uses a process of research, insights, and implementation of actions. Research techniques include analytics, usability testing, focus groups, interviews, and surveys. Insights are generated by combining quantitative and qualitative data and considering trends. Prioritized optimizations are implemented and tracked to understand their impact, supporting ongoing improvement.

1. Continuous Improvement

2. What is continuous improvement?
The ongoing enhancement of the
effectiveness of the digital presence.

3. Why do we do it?
User
experience
Optimal Business
performance
web
presence

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. How do you go about it?
Research
Insights
Implementation
Actions

6. Research Techniques

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. 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.
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9. Thinking beyond the website
Mobile
• Understanding growth in mobile
usage and the variables in the
mobile experience compared to
other platforms.

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. Engagement
How connected is your audience to the experience on
offer?
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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. Types of Audience Research
• Usability testing
• Focus groups
• One-to-one interviews
• Questionnaires and
surveys

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. 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. What next?

17. Generating insights from your
research
• Don’t consider the data in
isolation
• Think about environmental
factors and digital trends

18. Generating insights
Insights are only valuable if they
are actionable.

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. In Summary

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. Thank you