magnify360’s ceo and founder, Olivier Chaine, has been invited to participate as a panel member at the upcoming Online Market World (OMW) conference in San Francisco, this coming October 1-3.
He’ll be on two panels, one of which is entitled The Seven Deadly Sins of Website Design. Working with the producer, Lisa Morgan, we were asked to provide a few of the top line sins we’d like covered during the discussion.
Even to our own surprise, our primary suggestion had very little do with this business’ core functions: personalization, behavioral targeting, multivariate testing, analytics, lead scoring, pURLs or predictive modeling—none of it. Instead, our main contribution focused on marketing culture.
The biggest sin of website design is the idea that a website is a project with a beginning, middle and end. Instead, a website should be perceived as a living entity, requiring continual nurturing. At magnify360, we refer to this as Continual Marketing, and we practice this by updating our own website and those of our clients each and every day.
Sometimes, this is the roll-out of a big flashy update but most days, it’s just a small test and improvement to a button color, a brief re-write to a paragraph or a small tweak to how website resources are managed—baby steps to overall progress. Generally, these updates take only a few minutes but added together produce enormous results.
This idea is based on the Japanese practice of Kaizen or Continual Improvement, which dictates that large-scale pre-planned project scheduling should be replaced by smaller experiments, which can be rapidly adapted to produce large-scale results. It’s also a focus on the method, rather than the goal.
Borrowing from Kaizen, because there is no such thing as the perfect website, there is no end goal, just a continuous series of small improvements, implemented every day for overall improvement. The benefits of adopting this type of approach include:
- Time & Resource Efficiency
- Far Less Risk in Launches
- Ability to Measure Results in an Uncluttered Environment
- Encouragement of Creative, Out-of-the-Box Ideas & Experiments
- A Company Culture in Which No One Fears Failure
