Agile Marketing

Hallmark 2: Experiments Not Missions

How Can You Make Gradual Changes?

Once, after a speech I had just given, a woman approached me and lamented that her small company just couldn’t do it wrong quickly. Their website was so old and so bad that it just had to be redone from the ground up (perhaps even from the basement below ground). Her story of how awful it was reminded me of a description of a sleepy old town: “It was built in 1925 and never repainted.” But she despaired of fixing it, because they had no budget to upgrade their dowdy old website.

So, I questioned her: “What is the absolute worst thing about your site?” She warmed to the idea and described how the company knows that they get two kinds of visitors, people looking to hire and people looking for work, but that the home page is a mish-mash of links that make it hard for each kind of person to get where they need to go.

I asked her what was stopping her from changing the home page so it highlighted two big buttons—one saying “Looking for a Job” and the other saying “Looking for an Employee.” After all, how much can it cost to change one page?

She started to understand. “Yes, and I can check the before and after clicks to the underlying pages and see if I got more people there! And then I can start to rework those interior pages to see if we get more employers signed up and more resumes on file!”

That’s the idea. And once she starts to show how the website is delivering those kinds of business results, she just might get the boss to spring for a designer to do a bigger face-lift. But it will have already paid for itself because of the gradual changes that preceded the big redesign.


NEXT up, the importance of interacting with your audience.