Use analytics data to continuously be making improvements to your site.
continuous website improvement
Rather than waiting for major site overhaul every 5 years or so, your site should be getting incrementally better every day. With modern analytical tools and expertise at your fingertips, there is no excuse for not making smart and continuous improvements regularly. Most sites are build on a Content Management System (CMS) that allows for easy content updates by non-technical staff, but it doesn't stop there. Improving conversions by testing messages and design options is now standard practice too.
conversion rate optimization
As people move through your sales funnel, you'll want to know if there are any obstacles along the way. Measurement is the key. Getting more people to click and take action is the name of the game. What should you test on your site today to see if any improvement happens?