Get the most out of your digital investment

As much as we’d love to unleash unbridled creativity on every project, it’s just not something that’s realistic. 

As in most cases, boundaries are necessary to keep everyone on the same page in terms of what can, and cannot happen.  

Time, budget, and scope are the three competing constraints that dictate the final result - and they need to be balanced in order to achieve a final product that makes everyone happy.

Wider scope usually means more time and increased cost. Working to a tight deadline means accepting a reduced scope and/or higher budget. If your budget is limited, the project could take longer or need to be less complex.

There’s no room for “wouldn’t it be nice if…” when all three points of the triangle are fixed. Changing any of time, budget, or scope means the other two will need to be adjusted, and there’ll have to be a tradeoff to make it possible. What it comes down to is - where are you willing to budge?

Budget

In the same way that 5K won’t get you a Ferrari, a shiny new website with all the bells and whistles needs a budget to match. Yes, there’s the cost of the work - but there are additional expenses to think about, like hosting, ongoing support and maintenance, and copywriting. The amount you’re willing to spend is directly proportional to the results you’ll be able to get. In practice, this means recognising that your vision of the final result has to fit within the financial constraints of the project.

Time

Establishing realistic timelines is key to making sure a project runs as smoothly as it can. From the initial gathering of insights and requirements all the way up to celebrating the launch, every step of the process takes time - and a project that doesn’t exceed budget and scope is one that manages that time appropriately. Beyond the hours worked on the project, you’ve got to consider internal meetings, planning and playbacks, and the time spend on managing the project overall - it all adds up.

Scope

Scope can be a slippery slope. A project that started out as a simple online brochure can quickly spiral into a complex digital platform with high-tech advanced features. It’s important to think about the level of detail and complexity you’re looking for, and exactly what deliverables you’ll be waiting for beforehand. Defining and managing scope means you can prevent time and cost from creeping up unexpectedly.

Keeping the triangle intact

Embrace the phased approach

At Yoyo, we’re big fans of roadmapping - it allows you to plan and execute digital optimisations in manageable steps that line up with your budget, time, and scope constraints while also considering your strategic priorities. Smaller steps can get you to the same destination, while keeping everyone sane in the process.

Rather than doing everything at once, a road map breaks the project down into individual tasks with specific deadlines. This makes it easier to track progress and prevent scope creep - think setting out with an itinerary and a picnic rather than wandering through the wilderness.

Leverage data and analytics

It’s true that knowledge is power. Having a solid understanding of your website’s goals, metrics, and performance means you can make informed decisions and justify the digital investments that you choose to make. 

Take advantage of the wealth of data generated by your website to predict outcomes, identify opportunities, and build a data-driven case that resonates with your stakeholders.

It’s not just the cold, hard figures that give you the evidence you need; individual feedback and qualitative insight can help you understand aspects like brand perception and reputation, which in turn helps you decide where your investment is best spent.

Look to the future

There are long-term advantages to investing in digital - beyond a fresh new presence, you’ll also benefit from improvements in areas like security, scalability and compliance. There’s no point in shelling out for a website that won’t be fit for purpose in a few months. Proactive, continuous attention is necessary to prevent the recurring big projects that come out of not thinking ahead.

Spend time strategising about your website’s direction and specific areas where you can optimise. Meeting and exceeding your digital goals requires a dynamic approach - so aim to stay ahead, rather than simply keep up.