Your staff just went through an intensive User Acceptance Testing (UAT) process, and the shiny new website looks and performs as expected. You give the go ahead to the vendor to launch the site, and in most cases it is also the last time anyone tests all features of the website. Unless a team member or client notices an issue, no one is actively analyzing the site to ensure it maintains expected performance.
Last month I celebrated my one-year anniversary at fusionSpan as a Digital Strategy Business Analyst, which resulted in a plethora of celebratory emojis on the company’s internal Slack channel. (For anyone with Slack, I highly recommend the Party Parrot emojis!). My job is to help our clients with marketing automation implementations, ranging from Pardot and Marketing Cloud to Campaign Monitor and HubSpot.
In many marketing systems that fusionSpan audits, there are a number of outdated lists, old email drafts, and unorganized email content. Some of this is to be expected with multiple people working in the same system
If anyone else were to enter your marketing platform, what would they find? Would they be shocked by the vast number of membership lists that are carefully dated so you can identify the most recent list?
It goes without saying that every clothing company would love for their website to be the first result when a user enters “t-shirts” into their search engine. However, due to Search Engine Optimization, or SEO, that is not the case.