We hope this ebook has given you some great ideas and serves as a handy reference point for future projects but it is a lot to remember, particularly if day-to-day digital marketing and website maintenance isn’t the core of your role. So in the event you need a quick go-to in your next project meeting, here are some quick questions you can ask of yourself or your team to steer the decisions in the right direction:
1
Where did this idea/decision come from?
Was it developed in response to an issue found in existing performance data, or did someone make an off-the-cuff comment that has turned into a project?
Has anyone fact-checked that this is actually an issue and not just someone’s opinion?
2
Is this idea/decision supported by solid data analysis?
If yes, go check it.
If no, go get it.
3
Is this idea/ decision important enough to run as an A/B test first?
Remembering solid data will often take time to capture and needs to be factored into timelines.
4
How will this idea/decision impact: the current website | digital analytics | UX | SEO?
Does the improvement to x, come at a cost to the performance of y?
Who will ensure that this website change won’t negatively impact our existing SEO performance?
5
Will this decision keep my users (and their privacy/data) safe?
Are there any legal or privacy considerations?
Are we changing anything we need to inform our customers of?
6
Do any other teams/functions in the business need to be consulted first?
What are the ripple effects of this change throughout the business?
Are you developing this idea without the input of experts available to you (eg. IT, agency partners, other team members)?
Do any external assets (EDMs, ad campaigns) need to be updated?
7
How will you be able to evaluate whether this was a good/bad decision?
Below is an interactive version
There is no greater satisfaction in business than knowing you have created something for your customers that solved a real problem, and no greater feeling in marketing to know that you connected the right people to the right solution in the slickest way possible. The marketing landscape is always changing, but that’s why we’re all here isn’t it?
