Building a Business Around Your Website: Post-Launch Learning for Growth

This piece is part of a series surrounding website development best practices as followed by Marketo’s web development team. You can learn about the pre-planning process, how to create an actionable plan, setting your team & project up for successmanaging your team throughout the build process, and finally how to manage the go-live process in our previous posts.

From your website to any apps you’ve developed, any digital product that touches your customers during their journey from sales to delivery should be seen as a child that requires constant attention and instruction. Imagine having insights into the three things per day your child should learn. What if those three things would increase their chances of achieving their dreams of becoming an astronaut or professional athlete by 400%? Or what about the three things that will help them avoid nasty diseases like cancer and diabetes by 1000%? Unfortunately, this platform does not exist—though I’m sure many parents would pay millions to have these insights. But with the proper set up and process you can get this type of insight to create the optimal plan for your digital child’s health.

In this blog, we’ll prepare your website to be a source of continuous learning for your company. We’ll cover tips for teams, goals, timelines, data, tools, insights, and angles. Sorry, there is no great catchy acronym for this yet, but if you come up with anything to help you remember it, please let me know in the comments below.

SCRUM Team

These are your stakeholders. This should not look that different than what the stakeholders activated for product ROI planning except there may be different team members depending on the size of your team.

If any function or department was missing from that initial set of stakeholders, make sure to plug that hole now. For true continuous learning, you need a representative from each aspect of the business. Representatives from support, sales, content marketing, social media, SEM, SEO, training, user experience, engineering should be included to get a more holistic picture. Each team member has a different view of what’s important to the user journey and what defines success and failure. Miss any piece of this puzzle, and you will be missing opportunities to improve the business outcomes possible with your digital products.

This might sound like a lot of voices in the room, but a complete view is necessary for success. With this many voices, it’s important to have tight agendas that include strict guidelines and scheduling.

Setting an Agenda

Here is a sample agenda and the process to manage it:

  1. Introduction and reminder of the OKRs, available resources, and process that will be followed. Any questions for newcomers are fielded now: 5 minutes
  2. Department lead presentations: 10 minutes each
    • Learned from last week: 5 minutes
    • Want to learn/test this week and suggested ways to learn: 5 minutes
  3. Recommend presentation order
    • Customer support
    • New customer marketing
    • Sales
  4. Resource Q&A to clarify design, development, or other resource estimates: 10 minutes
  5. Voting: 5 minutes

Managing the Agenda and Process

Presentations: Each department gets a total of 10 minutes to move through their initial presentations. The short presentation window keeps things focused. All questions are left for the Q&A period before voting. Each team member must come prepared with:

  • What they learned and how. For example, 33% of visitors are requesting demos on how to use the email service provider (ESP). They found the website confusing and couldn’t find details on how the ESP worked. We discovered this through demo request tracking and surveying 10 visitors that requested ESP demos.
  • Want to learn/test and how. For example, how a video demo and new landing page with a feature comparison can reduce support requests and increase premium conversions. Our goal is to reduce the number of customer support requests by 10% and increase the premium conversions by 5%. We believe these are reasonable benchmarks due to the percentage of visitors that submit support or more information requests related to the ESP.

Filling in the Planning Chart

While departments are presenting the SCRUM leader fills in the chart on the whiteboard:

  • Learned Section:
    • What was impacted
    • Why
    • By what percent
  • Suggestion Section:
    • Type of suggestion (Content, tool, feature, other)
    • Percent of audience it would impact
    • Size of audience they would like to test with
    • Expected impact
    • Time/cost/resources to implement

Voting

At the end of the meeting, the team will vote on each item. If there is a tie and not enough resources to execute on the top results, then there is a short open discussion and final vote by the product owner.

Note that this data is also key in helping management identify the ROI of expanding the team. It is difficult to ask for more resources.

Full article published here: https://blog.marketo.com/2018/11/building-a-business-around-your-website-post-launch.html

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