Kaizen is the practice of continuous improvement. Its philosophy can be applied to practically anything - life, work, and even your website.  

We're all guilty of it, we launch our beautiful new website and think the job is done. Leads start pouring in... but how many leads are you not getting?

Today, I am going to introduce 3 Simple Steps to Kaizen Your Website.

1. Make it Stand Out

A single color scheme is a very clean and easy solution for most websites. But, when it comes to a Call to Action (CTA), if everything looks the same how will anyone notice what you want them to? Choose contrasting colors to highlight your Call to Action from other elements on your site. 
Kaizen Blog Before and After
2. Make it Easy

Key page views; people don't want instructions on how to get to a page they want a link to take them there. If you have to explain how to complete a desired action that means it is too hard. Eliminate the barriers to completing a task.

Conversion funnels; are you trying to get people from point A to point B, or from point A to B to C to D... etc.? If you can eliminate steps in the funnel and still get the result you are looking for then do it.  

Form fills; information is fantastic - it can help us understand our audience. But it's important to ask, "Is requesting all this information hindering people from completing the form?"  If the amount of information you request from a user impedes their ability or desire to actually fill it out, try and simplify it.

3. Test Everything

Conversion optimization is not a one size fits all. What works for one website may not work for another. With that - make sure you are testing.  Theresa Baiocco lays out a pretty simple guide for testing changes:

  1. Understand your target market
  2. Figure out what's preventing conversions - go through the process of trying to complete a desired action (pretend you're new to the site)
  3. Develop your hypothesis - what do you think will fix that barrier?
  4. Test
  5. Repeat steps 2 - 4

Reaching goals and generating leads is important for almost all DMOs. By applying the Kaizen philosophy and utilizing these 3 simple steps, you will be able to better direct visitors on your website and reach your goals.

To learn more about Search Engine Marketing (SEM) services, head over to our Solutions page.