Taking an Iterative Approach to Improving Your Website

A line that creates three circular loops and ends in arrow, to illustrate the concept of iteration.

We’ve all been there: you once had a shiny new website, but years have passed and now it’s a little worse for wear. Over time, your business or brand may have changed, and perhaps your old website doesn’t represent it well anymore. You’re ready to overhaul the whole thing.

A complete website redesign can be a time-consuming and energy-draining process. For a web agency to fully understand the new vision and build a website from scratch can take weeks, or often, months. Sometimes, by the end of the journey your needs have changed yet again. It can be worth it, especially if your business is pivoting hard – but it’s not the only way.

While it can be tempting to try to address every problem with your website at once, it’s often more effective to break your list of wants into smaller bite-size chunks, and tackle them one at a time. Here are a few reasons why.

Faster turn-around

By breaking your list of website wants into discrete tasks, it’s easier to see which changes are most important and then prioritize. Instead of waiting months to unveil a brand new site, you can make changes where they matter most and deliver them to your customers quickly.

Opportunity to test, adapt, repeat

Many times, you know a website change is needed but aren’t sure what the best direction is. “Should we put the button up here or down here?” Ultimately, you want to choose what will result in the most conversions, but what if you aren’t sure? By making a few small changes at a time, you’re able to get results in front of consumers more quickly and test their reactions. Between Google Analytics goal tracking, heat mapping, and A/B testing, there are many ways to pair iterative changes with data-driven U/X solutions.

Maximum flexibility

Working iteratively instead of performing a massive website overhaul provides a ton of flexibility. If your business needs or budget change midway through a series of changes, you’re able to press pause and re-prioritize without losing weeks of work.

Time to Try Iterative?

If the idea of a total website design sounds overwhelming, maybe it’s time to try some iterative changes. Sometimes a dusty website just needs a little “spruce”. Plus, with enough iterative changes, your site might actually begin to feel like a brand new website once again.

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