Continuous Conversion: Why Your Website Needs Constant Care

Revenue Rehab

This week our host Brandi Starr is joined by Travis McAshan, Founder and CEO of Glide Design.

Meet Travis McAshan, a pioneering leader in web optimization and user-centered design. With an extensive background in planning, designing, and optimizing marketing websites, Travis brings a wealth of knowledge on how to successfully drive continuous improvement and maximize conversions.

In this episode of Revenue Rehab, Brandi and Travis dive into the intricacies of conversion optimization, dissecting why frequent, incremental changes are more effective than major overhauls. They explore actionable strategies for maintaining a user-centered focus, utilizing tools like Hotjar and Crazy Egg to gather real-time data, and implementing split testing to ensure your website consistently delivers high ROI. Join us as they unpack the challenges of modern digital marketing and provide a roadmap for sustained success.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Incremental Change vs. Major Redesigns [08:21]

“Frequent, incremental changes are far more effective than a complete overhaul. When you redesign, you risk disrupting the user experience too drastically,” McAshan advises. Brandi Starr acknowledges, “It's a challenge to resist the allure of a fresh look, but what you’re saying is that those small, continuous adjustments can lead to better outcomes in the long run.”

Topic #2 Tools for User-Centered Optimization [17:45]

“Tools like Hotjar, Clarity, or Crazy Egg can provide invaluable insights into how real users interact with your site,” McAshan highlights.* He elaborates, “Seeing where users click, where they get stuck—these are goldmines for data-driven optimization.” Brandi Starr adds, “I think many of us overlook how transformative these tools can be for improving the customer journey.”

Topic #3 Strategic Planning and Metrics [27:12]

“A strategic plan needs to be both user-centered and data-focused,” McAshan emphasizes. He asserts, “Measuring the impact of changes is crucial. Without meaningful metrics, you’re just guessing.” Brandi Starr concurs, “The challenge is sticking to the plan amidst competing priorities, but as you’ve said, having that structured approach can make all the difference.”

So, What’s the One Thing You Can Do Today?

Travis McAshan’s ‘One Thing’ is to embrace incremental and meaningful changes to your website. “Instead of gearing up for a full-scale redesign, start focusing on small, user-centered changes you can implement frequently. Use tools like Hotjar, Clarity, or Crazy Egg to observe real user behavior and make data-backed decisions. This allows you to continuously optimize for conversion rates and demonstrate ROI, keeping the focus on usability and functionality over just aesthetics. Incorporate a strategic plan that involves your entire team and stick to it, ensuring that every change made is aligned with your business goals and user needs.”

Buzzword Banishment: Travis’s Buzzword to Banish is ‘fast follow’. Travis expresses his frustration with this term, saying, “Honestly, I feel like ‘fast follow’ is just an excuse to not prioritize properly. It’s a buzzword that masks poor planning and execution.” He emphasizes that in the dynamic world of website optimization and marketing, prioritization is key, and phrases like ‘fast follow’ often lead to misguided decisions and wasted resources. Links:

Get in touch with Travis on:

LinkedIn: https://www.linkedin.com/in/travismcashan/

Instagram: https://www.instagram.com/glide_design/

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