Online Marketing is Learning and Testing (Constantly)

Quick Summary: Stale website designs stall growth and lead to weaker customer engagement levels. A redesign every year, or even smaller shifts on a quarterly basis, keeps your website fresh.

Online marketing has changed so much over the past few decades, but the main tenet of focusing on your users hasn’t changed a bit.

Use your website to solve customer problems online, and you’ll see growth.


Digital experience optimization is the new form of online marketing, blended with a solid foundation in web development and web design. That way, every pixel on your website is an experiment, working to drive engagement and turn site visitors into leads or customers.

To get started, make sure your latest website design is up to date, direct traffic to key website pages through paid channels, and leverage the latest web development trends when you can.

Make Your Website Redesign Strategy Iterative

When’s the last time your team performed a website redesign? Stale website designs stall growth and lead to weaker customer engagement levels. A redesign every year, or even smaller shifts on a quarterly basis, keeps your website fresh.

3 Media Web just launched the eighth design of our company website after 20 years of constant redesigns. Once we finish one design iteration, we’re usually starting on the next soon after. The constant evolution of our website is what keeps it performing at its best.

  • Redesign your website in sections, such as main site pages and blog pages.
  • Record user feedback after launching new designs or new messaging.
  • Release new web designs or features at lower traffic hours to reduce risk.

Use Paid Traffic as an Audience Learning Tool

Nowadays, the classic “if you build it, they will come” adage is no longer true. While you can build organic traffic with a search engine optimization strategy, paid ads can generate traffic with a few button clicks. Driving a healthy flow of traffic with a paid media management strategy not only increases your chances of getting leads but offers a learning opportunity as well.

The keywords and phrases that cause customers to click can be added as organic keywords to your website pages and blog content. You can use those learnings to influence the messaging on your website or create new landing pages to speak to those audiences more directly. You don’t even need a large budget to get started––even small online marketing budgets can generate significant data.

Test Out Web Development Fads and Trends

Some web developers look down on the latest trend with violent fervor. Others mop up each one, adding them to their digital toolbelt as fast as possible. Whichever side of the fence you land on, the latest trends in web development should be tested. They may be gimmicks, or they could lead to success, driving your website visitors to become leads.

Current trends, such as adding motion to web pages to drive engagement, can lead to other discoveries. You may find that motion distracts your users from becoming leads, but increases time on site, causing a rise in organic traffic. Whatever trends you’re testing, use a small section of pages for the test, or a small subset of traffic, with tools like Google Optimize.

  • Set a start and end date when testing new trends so they don’t get out of control.
  • Talk with your team to decide which trends to test and which to leave alone.
  • Set clear goals for each test to be able to declare it a winning or losing experiment.

Is it Time to Rethink Your Current Website?

The world of online marketing is changing constantly, but digital experience optimization is here to stay, at least for now.
A fresh web design, a steady flow of paid traffic, and the occasional experiment with the latest trends in web development can make your website a living and breathing tool for your business.

Ready to redesign your website? Start a project with 3 Media Web today!

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