How do you motivate innovative scrum-teams to not only look forward, but also look back? Back to things they (or former colleagues) created in the past? In a structural way?

The pressure is high to deliver and to show shiny new things; we understand.

In our experience , it's possible to break through the said problem, because there are two things more important than 'new': results, and competitiveness (with other scrum teams).

So we created a way, a process along with corresponding tools, to identify on a website those pieces of content that are not clear, cause confusion, and go unnoticed, but are responsible for most issues. 

This is particularly important for websites with a lot of existing content. The question is not: 'what content should we create,' but: 'which content is performing well, and which should we improve.' And why? With what priority?

Our tooling and procedure consists of two parts: data and psychology.

Our tool doesn't automagically determine the solution needed for identified problems. That's too complex; it could be an organizational issue, a technical one, or just a small mistake.

However, human insight - and usually also coordination among team members - is required for that. We will handle that ourselves.

What the tool does though, is to indicate precisely:

The 'work package' is a visual overview, a list of identified problems, categorized by severity (ranging from very severe to mild) and the number of times that problem occurred. It is then grouped by responsibility and sorted by priority:

There are multiple ways to configure the to-do lists and related monitoring, but the most important screen houses the 'mapping' table: an overview of search terms people have actually used. We map those to URLs we think houses the best answer to people's queries.

The progress report is deliberately simple. A target, a line indicating whether the target has been met:

What does "achieving the target" mean?

It means that a fundamental condition has been met, which is that people actually end up in the right place when they search for something. It used to be only 30%, but now it's 90%.

This difference will also be clearly noticeable in other measurements, such as conversion rates.

So, especially websites that have too much content to have an immediate overview, and where different teams manage their own parts of the site.

We begin with a more intensive collaboration, gradually shifting more of the execution to your side. This is actually the ultimate goal.