3 key elements for website optimisation roadmap in HubSpot | TF
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3 key elements for website optimisation roadmap in HubSpot

TransFunnel Consulting
TransFunnel Consulting Feb 16, 2022

Tread the path easily with theme, focus area & tactics

Website optimisation is vital as it aids your visitors in making the most of their time on your site. Every visitor comes to your site wanting to get an answer to a question, solve a problem or accomplish some sort of activity. When you optimize your website, you make it simpler for your users to complete those tasks.

Website performance roadmap is a framework used by a strategist, for website vision and result, during any stage of planning.This framework helps ensure the team is investing its time in building the highest impact items to drive value to the user and maximise result.

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Why use a website performance roadmap?

  • The team will know on what to focus on
  • It sets clear expectations with stakeholders
  • Brings clarity to the long term vision of the website
  • It helps measure, communicate and take action on the progress the team is making.

How to use a website performance roadmap?

There are 3 main elements that make a website performance roadmap.

  1. Theme
  2. Focus area
  3. Tactics

Each element is nested under the other to create a decision tree. The theme once selected will determine the focus areas, which when selected will further determine the tactics. They are interlinked. 

1. Theme 

A theme is a directional mindset a team must use to think through building and optimising a website.

The theme is picked on the basis of: 

  • Maturity of the website and performance 
  • Team input 
  • Market conditions
  • User feedback

After the theme is decided by the strategist it is pitched in the quarterly summit and s/he explains the reason to have chosen it. A theme should be set for a minimum of three months.

There are 3 basic types of themes:

  1. Establish
  2. Optimise
  3. Expand

2. Focus area

A focus area is a lens through which a team can think about ideation, prioritisation and building action items. Focus areas help your team understand exactly what to work on and what not to and why. Each theme has three different focus areas, which a strategist picks while planning on the current work cycle and each focus area has a single metric to show the progression known as focus metrics.

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Establish theme - Complete any important items that didn't make the cut for the initial launch.

  1. Harvest - Increases velocity during each sprint cycle.

  2. Audience- Month over month unique visitor growth.

  3. Value- All major website elements, including pages or sections help to solve user’s points and provide value in remarkable ways.

Optimise theme- Improve the user experience and performance of the website for business.

  1. Usability- Make sure the website is intuitive and easy to use to help users solve their problems.

  2. CRO- It’s goal is to eliminate friction points and reduce the number of steps between users entering the funnel and completing the end-of-funnel conversion event.

  3. Personalisation- Provides a hyper-relevant experience for the user segment to ensure they get the perfect experience for their needs.

Expand theme- It thinks of the bigger picture and helps find certain ways to expand the website’s impact on users and the company.

  1. Products- Launch new digital web products that are valuable to users willing to pay money for them, but you offer them access free of cost.

  2. Journey- Find new ways to use websites to drive user value and business goals in new stages along the journey.

  3. Teams- Use the website to help other teams throughout the organisation, scale and achieve their specific department’s goals.

Once the theme is selected and the focus area established for the sprint cycle you must then look for tactics.

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3. Tactics

Tactics are the specific actions or categories of action your team can implement to impact the focus metric. The focus area will dictate the set of tactics to consider. Each tactic may have its own set of metrics to measure.

With the above key elements we hope to make your journey on the website optimisation roadmap slightly easier. Let us know how it helps you by commenting in the section below. 

To know how you can optimise your website on HubSpot, reach out to us.