Once you have the basics of your business in place and you’re up and running, you should begin optimizing the different parts of the business that impact your money streams and revenue.
When you start optimizing, though, be very sure you keep in mind the old rule: If something isn’t broken, don’t fix it. Optimization of your business can be terrific, but if not done smartly and carefully, it can thoroughly foul up or even destroy things that are already working very well – exactly the reverse of what you set out to do! With that in mind, here are some points to remember and do during your optimization process:
1. Test and re-test
The process of trial and error is a good thing – a common sense approach to discover whether “A” or “B” works best. Test new ideas on just some of your visitors or customers, and find out whether they actually work. That includes finding out whether they work better than what you’re already doing – that is, better than your current normal operating procedure.
2. Do it small
Start out with smaller parts of your business before tackling the larger parts. Hone your process on the small parts, and the large parts won’t be as intimidating.
3. Think big
Try to figure out what changes will have the greatest impact and start off by adjusting these first! It can be anything: dealing with order sizes, order volumes, improving AdWords conversion rate, inducing customers to upgrade, improving customer loyalty – anything.
4. Staticize it
Changes whose effects cannot be measured are almost pointless. If you can measure the effects of a change, you can prove whether it helps your business, harms it, or has no appreciable effect at all. That said, sometimes your gut knows best – not everything can be directly and immediately measured. In the long run, any worthwhile change will have a positive measureable effect.
5. Let your gut speak
Again, not everything can be measured, at least not right away. Stay rational, but look for things you feel will have a big and positive impact – and then test them to be very sure your gut was right, before unleashing them on your entire team.
6. Remember that optimization won’t solve everything
Don’t be a fool and think that optimization can solve everything in your business. At the same time, don’t forget that it can be quite effective.