How to prioritize website changes

With more than a decade of systems administrative and software engineering experience, specializing in the support of high-traffic Internet publishers; I get a few questions. A common question is “How do I prioritize site changes for maximum business result?

The keyword “business result” usually means, “I'm getting all this damn traffic, how do I turn it into dollars?” Which I understand whole heartedly, especially since managing a business website isn't cheap.
If you want to know which change to make now on your business website and which can wait, then all you need is just three steps. Yes, that's all you need to prioritize your site development, changes, and new features, for maximum result in minimum time:

  1. Tie each change to revenue generated. In addition to knowing the change, know how does that change influences revenue. Changes with greater positive or negative impact get higher priority.
  2. Cluster changes in like bundles. By bundling similar changes they may more easily be assigned for completion. This can also avoid change conflicts by focusing on one bundle at a time.
  3. Implement quick improvements in series. Clear those bundles that highly impact revenue, which have close relation, and can be completed quickly. Test the change, then grab the next bundle.

Bugs are handled a little differently, in fact, develop should suspend for any show stopper so it can be properly cleared. With more than 21 active high traffic websites currently under management, I can attest to the value of this approach. Remember, a free for all approach to business website changes will only get you in trouble.
Unfortunately many business websites are haphazard about changes, with a little bit done here or there, so it's no surprise so few business websites perform as they should. Think of your website as a software program, specifically coded to market your business, not just a brochure.
If you want a truly profitable business website, then follow these three steps when prioritizing changes. After all, spending hours futzing over a page layout isn't putting money in your pocket. In another edition I'll cover each of these points in detail, write if you have any questions.
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Justin Hitt
A business analyst who specializing in sales generating marketing copy. Author, copywriter, and publisher of newsletters that help clients transform business relationships into profits guaranteed. More than 20 years of experience with technical writing, sales copy, and lead generation. Reach him by Fax at +1 (877) 486-8461