The Effects of Removing a Best Practice from a Website

It's not uncommon for a digital agency to host a portfolio filled with attractive designs and impressive metrics that shout to the world "this is why we're good at what we do." In fact, that sort of flaunting is expected these days. 

You can look through this website to find many examples of us doing the same. And why wouldn't we? We have some outstanding success stories from working with some of the biggest brands in the world. 

But what if we looked performance from another angle? Instead of showing what happened because we DID something for a client, let's display an example that highlights the negative impact NOT DOING SOMETHING has on their website. 

Without further adieu, I introduce to you a table revealing the impact that removing a simple technology has on website performance.

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This table overviews impressions, engagement, and conversion goals in one fell swoop. 

Normally, I wouldn't throw so much data into one table, but this finding was just too good not to hammer home. 

Of all nine line items, every single one fell from 2014 to 2015. This was baffling to me considering that nothing changed on the sites being analyzed - except for the single removal of one single, yet powerful piece of technology. 

So why would I choose to highlight this analysis so aggressively? The answer is quite simple. Not only does adding my optimization best practices and technologies on top of your website experiences lead to increases in the above metrics, but removal of them can lead to a dramatic decrease in KPIs. 

Conclusion

This is another testament to the fact that you should not be relying on website visitors to navigate themselves to worthwhile engagement and conversion metrics. Instead, help guide them to their destination by leveraging best in breed technologies that can improve their overall on-site experience.