Follow-up

Once the initial analyses are complete and the strategies have been turned into action plans, the first step is done, but the work itself has to continue. Creating visibility, bringing target audiences to the website, holding a dialogue and encouraging purchases cannot be done through a one-off effort.

It is a constant process, which in many of our assignments has gone on for several years, aimed at improving results in each period compared with the previous one. You cannot stand still, because the rest of the market, competitors, potential customers and society do not.

Even keeping results at the same level as before requires constant activity. Improving them places even greater demands on developing processes, technology and communication.

Following up every action you take may sound obvious, but it is something we constantly feel we need to stress. Above all, the follow-up of what you do has to be systematic and consistent.

If we carry out a plan for testing conversion elements, we prefer to run a limited test. When there is enough data, we follow up the outcome and draw conclusions. Using these, we develop new hypotheses about a particular improvement and create a new test. That test is in turn carried out and followed up, and so on.

We know that this way of working is effective and that, one level at a time, it consistently leads to better results over the long term. Better long-term results are the overall goal, for us and for our clients.