Optimise A Site's Digital Presence

Sophie King outlines how you can continually improve a brands digital presence.

Every website can benefit from a program of continuous improvement but how do you know you’ve made it better? After all, when designing anything it can be easy for us to let our subconscious opinions creep into our designs so it is important to remember the value of data. A combination of quantitative and qualitative research should be applied to any design, by defining a hypothesis and backing up your results with research.

Steve Krug’s brilliant book, Don’t Make Me Think, suggests you should always ask the following when designing a website: is it useful, learnable, memorable, effective, efficient, desirable and enjoyable? These are the key elements that make up a digital brand.

CONTINUOUSLY IMPROVE

As technology evolves and users devices change, a design can never be considered perfect and the need for user experience (UX) is ongoing. Websites need to be continuously reviewed to assess how effective they are – for example, how users are interacting with them, what this tells us about their goals and why there may be few or no conversions. Improving your platform can help you stay ahead of your competitors.

GATHERING DATA

A key first step to optimising your digital brand is collecting data. You need enough data to know how users are interacting with your website. Luckily, there are a lot of great online tools that can help you.