Even Big Companies Can Think Small
The idea of “starting small” works at big companies too. A large manufacturer used this approach when they were seemingly taking a big risk by introducing customer ratings and reviews for its products on its website. A company executive confided that he knew that some people at the company would be nervous about this idea. “My notion was to start small” with just one product line. “We took that 90-day experience and went to the [next product] group. They were very skeptical, but agreed to a 30-day pilot.” By building support slowly, the project’s success became apparent without the risk of doing something across all product lines that would cost more and be more embarrassing if it failed.
You can do the same thing with a large company’s website updates. You can start with your home page, but you might be better off picking a less politically-charged page that instead has a single goal, such as a page in your shopping cart experience. Small changes can have big effects, showing people the importance of the whole approach. Whatever you do, make sure to start as small as you can, while still demonstrating some kind of business impact.
Change just one thing.
Maybe you should test whether changing the visual design of a page improves your results. Remember, the page’s look is the fourth most important part of your web marketing. If you’re now asking yourself, “What are the first three?” STOP! Stop listening to everyone else about what’s important! (Yes, stop listening to me, too.) Start trusting your own wisdom about what to try. Start listening to your customers, to see if what you tried worked.
Change the design and see what happens. Didn’t work? Then change it back. Try something else. Do customers now click through more than before the change? Then see what changing the look of a group of pages does.
Whatever you have in mind as an idea, start with a small change.
NEXT up, learn more about why thinking small actually lowers your risk.