Navigating "The Dip": Planning a Successful Site Re-launch

Seth Godin's inspirational little book, The Dip, anticipates a downturn in business anytime you must apply foresight to re-engineering and re-launching a product or service on a sounder footing. To take things to the next level, sometimes you must break the happy continuity of your existing but stagnant operations. This session provides criteria for deciding when a full website re-launch is warranted, and what to expect in terms of short-term hiccups and continuity problems. Manage your 301 redirects? Sounds good on paper, but what really happens to all your business metrics when you re-launch? Case study speakers address medium to long term goals in terms of improved conversion rates, site architecture, user experience, and more, that should improve bottom-line performance from all channels, with particular attention to best practices in SEO and PPC. Panelists report recent real-world results, not just armchair theory.