Your Site Is Not Perfect

A lot of thought and effort goes into putting together a Web site, and there's a great deal of resistance to making change.

Monitoring site performance helps to identify problem spots, and also helps to provide objective evidence of the problems that exist: high bounce rates on important pages, low conversion numbers, unusual navigation patterns, and the like are strong evidence that improvements are needed.

Some techniques for overcoming problems:

More than anything else, usability is the key issue with Web sites: a user who is interested in completing a task gives up because it seems too difficult. It's especially important when facing new customers, as they tend to be less forgiving than established ones: they will have less patience, they will feel no commitment to your company, they will skim rather than read, they will seek what interests them, and they do a lot more clicking than reading.

Things to consider: