4 Tips for Mastering Your Next Website Redesign

The average website gets redesigned more than once every two years. Here's how to make sure your next makeover lasts.
Today's website visitor expects a different experience than those of the past.
i) Do your research
Before investing resources into redesigning your site, map out what you want to change and why. Be careful of redesigns that are sparked by "I just want it to look more modern" or similar vanity goals. A website should work better after a redesign in addition to looking better. Before doing anything, open up your analytics and record your starting position or benchmark for visits, search rank, conversion rate, and other key website metrics. Create a goal and a strategy for how each of these metrics should change as a result of your redesign. Having clear growth goals will give you an objective framework by which to measure the effectiveness of the redesign and a process for future improvements moving forward.
ii) Get personal
Another sweeping change in buyer behavior over the last two years is the growing expectation of a personalized experience. According to a study, 74 percent of online consumers get frustrated with websites when content appears that has nothing to do with their interests. Adding a personalization engine and strategy to your next redesign can help you address weak conversion rates.
iii) Be responsiveBuyers are increasingly using Smartphone’s and tablets to find information online, and companies that don't optimize their website from screen to screen are losing out. According to a study conducted by Google, 79 percent of users who don't like what they find on a mobile site will go look for the information they need on another site. Use responsive design to create a site that adapts to fit a variety of screen sizes and be sure to incorporate behavior patterns of mobile users into your redesign strategy.
iv) Focus on function
Visitors land on your website for a purpose. It's your job to make it seamless for them to achieve it. The first step in this is load time. While load time may not be as exciting as a good visual design, it's a huge factor for your potential customers. Forty percent of people will abandon a Web page if it takes more than three seconds to load. In addition to load time, look at the structure of your website. Is it easy to navigate? Is there a clear route from research to purchase? Mobile visitors in particular are action-oriented and need a clear route between point A and B. Use this redesign as a chance to make your site easier for visitors to move around throughout the sales cycle, instead of making them jump through hoops to become a customer.
These improvements may not be as noticeable as new images or branding, but they can be the difference between a good-looking website and a high-impact one.


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