The biggest mistake you can make in UX design is to launch a website or app and then walk away. Monitoring and improving after launch will benefit users and your metrics. Nothing will bring bigger gains.
The key is to build in time for post-launch optimization from the very beginning. When you define your project timeline or sprint, don't equate launch with the end. Instead, set the launch of the new site, app, or feature about two-thirds of the way through your timeline.
Better still, divide your team's time into two work streams. One would focus on 'innovation' - rolling out new features or content. The second would focus on 'optimization' and improving what is already online.
In short, do anything you can to ring-fence at least some time for optimizing the experience post-launch. Once you've done that, you can start identifying areas in your site or app that are underperforming and could do with improvement.
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