Well, it may be that time to revamp your website with a fresh new look that reflects your brand and performance. It’s a competitive digital space and people often assume that websites that look better are better. So, if your website’s main mission is to sell something or ultimately produce revenue, follow along as I discuss these simple steps to reduce redesign risk and increase revenue.
Redesign Risk Mitigation
When heading into a redesign, it is important to understand the risks that each individual change may have in the future. If you plan on seeking outside help from an agency, keep in mind that they don’t often deal with risk mitigation. Very often the only element that will stay the same through an entire website redesign is the logo and branding. So layout changes, copy changes, design and typography, navigation and flow, should all take into account future lead generation outcomes. Many people get excited about the new that they forget about the performance of the old. Will your new widgets, badges and social integration’s ultimately boost your overall conversion rates? How do you know which will have a positive or negative effect?
Ask yourself these questions throughout the whole decision making process and test different ideas on your old site before you move forward. Be sure to track each change and monitor the data.
Does the new call to action button actually increase conversion rates?
Maybe the new blog template saw a boost in traffic numbers to your homepage? If you don’t keep track of the data you’ll never know, and your expensive redesign project may cost you a bit more than you had planned. Rigorous A/B testing provides a clear understanding of your target market and insights for informed changes during the redesign.
Now that we’ve covered the grounds and tested for risk mitigation, let’s make sure our website not only looks better but performs better. Rather than relying on an individual creative gut-feeling, the decisions about your website’s look and feel should take into account the consumer. Are you courting design savvy customers or techy CEO’s? Maybe both? The creative space should be continuously tested and optimized with consistent updates. Testing major site-wide elements based on performance but combined with user experience is a key business driver. Elements like navigation, calls-to-action, imagery, headlines are defining elements across your website. You may be surprised how people respond to simple changes in design. It plays a major role as the digital glass door to your company. This way your redesign process is set to solve customer problems rather than just creative aesthetics.
As you are testing different elements of your website, be sure to keep the end goal in mind. A single A/B test can provide a lot more insight than increased conversion rates. Define what metrics are best to monitor during the redesign process and set specific goals for each one. Learning how your users react and engage can open new marketing possibilities. Use the data to create content and share the insights with others. This maybe a perfect opportunity for a new email marketing campaign? There are many different metrics a website redesign can influence and the goal is piecing them together to make good business decisions.
In summary, get the new look and feel you want and lift conversion rate at the same time. Maintain your focus throughout the redesign and combine all elements to align with the business results. Avoid the risks by fully analyzing your current site before heading into the redesign. Test different things and continuously improve results!