The Impact of Small Changes

The Impact of Small Improvements

In situations where there is a chain of events, very small improvements within the chain can yield big end results. Most digital marketing/website user journeys are like this.

As a silly example, the chart below shows how a brand could increase their ’email revenue’ from £391,500 to £500,772, simply by improving performance at each step of a user journey by 1 percentage point.

In the example, an ecommerce brand is sending a single email to a list of 1.5 million addresses. The average order value in each scenario is £145.

Take a look at scenario A and compare the ‘actual’ results at each stage to scenario B:

This is a simple, very crude example, but a nice reminder of a pattern that appears in almost every single user journey.