As an internet user, you might know that website design does matter when creating a compelling and appealing brand image. Whether it is the internet or a real store, the main character energy that makes your business stay relevant is the Design and how it can influence the visitor's perception of your brand. Now, when we redesign a website, one thing is to create an image that fluidly syncs with what your business is about and what your business could bring to the consumer’s table.
Reasons to consider why you should do it now can vary from a very outdated website to stagnant traffic and conversions. Whatever the problem, website redesign can solve it to a greater extent, but if not done correctly, that will go down the drain.
Website redesign is a strategy that can significantly enhance the user experience by enhancing the website's visual appeal. It is a restructuring and reconstructing process where you revamp the existing content, design layout, colour scheme, flow, and navigation of the entire website. At the same time, you bring a fresh new perspective to it and optimise everything from site speed, search engine optimisation, responsive web design, technical performance and much more.
6 things to know when you redesign your website.
A redesign project for your website is just like how you remodel your house. When remodelling our house, we don’t actually demolish everything first, right? Just like that, before we redesign a website, you should create a clear roadmap on what to do on the website and scope out a wireframe. Analyse which pages could be revamped carefully and which pages you have completely restarted from scratch.
From my experience as a marketer for a long time, while redesigning a website, it is important to identify the most sought-after pages, as this is the portal that attracts traffic. If you have figured out the important pages, you are halfway through. Apart from this, you need to know who is visiting those pages and why they are interested in them.
A solid beginning point for a successful redesign might be knowing which page is significant and why it attracts such high traffic, but is that enough? Now that you have that covered, you need to figure out what triggers them to take action and complete the process or what stops them halfway.
This is exactly like determining the hook that draws them in and the barrier that stops your consumer, which is heavily influenced by the user experience.
Usually, when a website is going through or after the redesign phase, most companies reveal the website all at once when it is completed. This is not ideal, I would say. To create a high impact on all aspects of the business and website, it is important to involve all the teams early on. This doesnt just mean everyone who works in the business; it also includes the customers and other businesses that collaborate with you.
For Example:
To ensure the user experience is on point and not compromised the UX and design team should also be informed on the redesign. They will be in charge of modifying, adding, changing, or redoing the design aspects and elements to ensure they are in place.
The content team should be notified of the redesign decision, as they are in charge of making new content decisions, such as where the likely new content would go on the website and how much space they have to work with.
The SEO and dev teams should also be alerted, as they need to look into the technical aspects of the redesign, such as URL migration, ensure everything is intact on the pages, and figure out the existing search engine rank so that it won’t drown post-launch.
Sales reps who actively use the website to find target leads need to be aware of the new structural update. Support and success teams should also be aware of any new design or functionality changes as they directly interact with customers who need support.
Post-redesign launch, it is important to measure the metrics as they can determine if the changes you brought through redesign are successful. At the bottom line, the question is, did the redesign project make an impact on your business's growth?
Revenue-related metrics like the conversion rate, revenue, average order value, customer lifetime value etc, are directly interlinked with the impact of the redesign.
Well, now that we have reached the tail end of this blog, you might have completed the research, figured out the KPIs, and started redesigning your site. You might think and be tempted to redo the site completely, which is a huge mistake you might make.I say play safe. It is important to make small changes that would create a substantial impact first and also test the results that bring in. Going for an A/b test is a good option as it is one of the common ways to test websites and have statistically significant results as well.
If you think that redesigning a website can bring back that lost revenue or have a high impact, well, I guess that is quite delusional. It doesn’t work that way. When it comes to customers' preferences, they keep on changing with time and technology. Now, if you analyse the first Google interface to now, you might see the difference. So it's important to create a redesign that works with browser technologies, an upcoming or standard design that suits your site, and, most importantly, work on that accessibility.
