The primary role of the website design team is to design the experience visitors will have from the home or landing pages through the rest of the site (all the way to checkout, contact, or final action).
However, without continual testing, there is no way to know what visitors are actually experiencing. These tests will allow site managers to adjust, and retest. “Adjust and retest” should be a manager motto throughout a website’s life.
It is really not much different to maintaining a commercial product, software, or even a family home. The difference is how accurate and professional is the user data being received.
A great website has professional data on visitor experiences: yearly, monthly, and even weekly. This data should come through advanced analysis of a sites analytics, and user testing with actual humans in a documented scenario.
When was the last time your company logged such visitor experience data?