Optimization is Continuous Improvement

Here are some of the elements I believe you need for an on-going optimization program:

1. An optimization champion. This person is tasked with leading the team in a series of optimization projects. This includes getting ideas for the projects, analyzing the web statistics to determine the biggest area of need, selecting a method of testing, building the test plan, coordinating creative/development/product management and reporting results to the wider group when done.
2. A vision for testing and optimization. This could come from the optimization champion or an executive sponsor. But someone needs to assemble the vision and the test plan for the business.
3. A testing method or tool. There are many options for optimization and testing from simple A/B/C copy testing in a PPC campaign to using Google Website Optimizer to engaging with a more feature rich tool and team like WideMile or Optimost.
4. Buy-in/resources from executive management. Without the resources to test - whether it be human resources like an optimization champion or the funds to create new and different landing pages - the optimization program is dead in the water. The search engine marketing manager can only get away with so much testing within the scope of their paid search campaign before additional dollars are required to go up in power on testing tools or have the ability to take some losses along with wins on the testing front.
5. Early wins. Email, PPC campaigns and landing pages all have the ability to score quick wins that will get the attention of the rest of the organization.
6. A Consistent Feedback Loop. Planning and executing a test or series of tests is only part of the process. You must have a feedback loop that allows for the teams to a) access the tests and test data b) understand the tests and c) learn from the tests. I always recommend having a somewhat consistent test report format and make the rounds to executives, program/product managers, designers, developers and other product teams when a test is complete and analyzed. This builds understanding and momentum for your testing program as well as you site.

The best performing websites have embraced on-going improvements and opimization. By making optimization an on-going process and part of the company DNA, you will always be testing, improving and expanding.