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Is Now the Time to Upgrade Your Web Site?

Technology is constantly changing and fortunes can be spent upgrading systems and hardware. Upgrading an existing web site is alluring because one tends to think faster and better equals more sales and profits. Unfortunately increased speed and functionality do not always translate to revenue growth.

There are five points to consider before upgrading your web site.

1. What are the challenges with my current site and how does that impact business? Review statistics such as down time and failed hits, functionality issues for customers, and compatibility with order processing system. If your site has 40% down time that can be reduced to 20% then it is reasonable to anticipate a 10-15% increase in business.

2. Are there site security issues? A security breach will be devastating. Eliminate all security issues as soon as possible.

3. How will the upgrade improve sales? Increasing speed and functionality can improve sales by increasing the volume or shifting volume from telephone to web. Either way, significant numbers can justify the upgrade by improving sales and/or reducing costs. Just make sure there is a tangible, realistic expectation.

4. How will the upgrade improve service? If it provides for more positive interaction with the customer then the payoff is better service and more sales. A word of caution, customers are very aware of privacy issues. Some systems allow monitoring customers while they are online. Unless you are sure your customer wants you looking over their shoulder, don't do it.

5. What is the return on investment (ROI) and when will it be realized? If the ROI doesn't justify the expense then stay with the existing site. Next year the technology will be better, less expensive, and you will have more money! Calculate the ROI based on anticipated revenue growth, improved service, and reduced costs.

If the answers warrant an upgrade, check out the companies well, be sure to include an out clause, and be prepared to work daily with the programmers to insure the new site does all it is promised.

• Staying with the original site developers without reviewing other options.

• Implementing a site upgrade without reviewing the hardware and host configuration requirements.

• Changing hosts without reviewing the software.

• Expecting the programmers to know and understand the functionality required without input and follow up from your company. Top notch programmers know their software very well. Top notch direct marketing companies know their business very well. Unless you are a top notch programmer, don’t tell the programmer how to program. Do tell them the end results and how everything works together.

• Underestimating the time and costs involved in upgrading a web site.

• Upgrading the existing programming when building a new site provides better functionality at a lower price.

Sooner or later the new technology will warrant an upgrade to your site. Plan carefully, monitor closely, and test well. Your site is depending on you.

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