Gartner Research

Website Success: How to Optimize Your Website for Relevance and Engagement

Published: 25 June 2019

ID: G00378354

Analyst(s): Nicole Greene


Websites must be continually optimized to resonate with customers and drive business results. Marketing leaders should use the approach outlined in this research to focus improvements across site functionality, customer experience and content that have the greatest impact on performance.

Table Of Contents
  • Key Challenges



  • Standardize Processes for Performance Insights and Monitor Key Site Metrics
  • Optimize the Website’s User Experience and Customer Journey
  • Keep Your Website Fresh, Findable and Consistent
    • Keep Your Website Fresh With a Content Audit
    • Put Your High-Performing Content to Work
    • Continually Optimize Your Content for Search
    • Refine the Multichannel Experience

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