If there’s a feature on your site that’s not constantly improving, you need to bury it. This is really hard to do because current users of the feature don’t want you to take it away and internally, you’ve probably got a lot invested in it. Common things that come up:

• “What about people who are using it today?”
• “Let’s just leave it up there.”
• “We have more important things to worry about.”

The bottom line is that if something isn’t improving, then it’s becoming obsolete. The best thing you can do is tell users you’re sorry, it didn’t work out with that feature, you’ll be de-commissioning it in 4 weeks and then take it down. People will be unhappy but it’s far better to take your medicine early than live with a gradual decline into stagnation.