Continuously improving the site

Most problems you identify on the site will be small issues that have simple solutions.

Resulting in small bumps in conversion for each issue solved.

Yet, the product roadmap in most companies leaves very little time for improving existing features.

The roadmap focuses on creating new features.

If an existing feature is in the roadmap, it’s an old feature that needs a big overhaul.

While these updates to the site are glamorous, resolving current issues is what keeps your customers coming back.

I’ve written about feedback tools in the last couple of days.

The thing with feedback tools is that they’re only as useful as how easy it’s to deploy them.

The harder it is to deploy them, the less likely they’re to be deployed.

Which in the long run leads to conversion on existing features stagnating.

Or worse, decreasing.

– Samy