It's rare for your first website build to be the perfect fit for your users—or even for your business objectives.

In the six (or more) months it takes for a traditional digital agency to build your website, business goals have likely shifted, users have demanded new features, and a competitor may have beat you to market.

Yet, too often, companies spend months to launch a website and then do nothing to improve it. Instead, we tend to focus more on seemingly more important marketing channels: blogs, social media, email, and more.

Though it's vital to engage customers on those channels, your website is the ultimate conversion tool. Instead of treating a website launch like a just another item on your to-do list, it's time to view it as a digital property that requires incremental investment and improvement to connect with your customers.

Marketers know better than anyone the value of listening to customers, and it's time to apply that value to website development.

Delivering a high-quality user experience (UX) is critical to digital marketing, and marketers need to play a central role in optimizing that experience. But the target is in continually moving: User behaviors change, business goals shift, and new technologies emerge. Accordingly, taking an iterative approach to your website—gradually introducing new features and functionality rather than trying to completely overhaul an experience in one fell swoop—is the most effective way to create a digital experience that truly resonates with your customers.

Since website development is never a one-and-done process, here are three major UX principles to manage your site's iterative process.

User feedback is key

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image of Robert Berris

Robert Berris is the VP of digital strategy at 352 Inc, a digital product development agency specializing in product strategy, user experience design, custom Web development, and digital marketing.

LinkedIn: Robert Berris

Twitter: @robertberris