Sometimes, a website can begin to look outdated and in need of a significant overhaul. Or, it could be that so much new functionality is required, starting again is the best option. But an existing website will have traffic and regular visitors. And, even if the site is not meeting its objectives, it may be generating some revenue. So, a complete website redesign needs to be undertaken with care.<\/p>\n
Redesigning a site can solve many issues. A better user experience, for example, would improve bounce rates and increase revenue. And a site redesign might be essential to meet the changed objectives of a business or site owner. However, if it is to be successful, a website redesign must be carefully planned. So, here are the steps to ensure that a website redesign doesn’t break more than it fixes.<\/p>\n
Significant redesigns do come with some risks. So, the first step before embarking on such a project is to ensure that a complete redesign is necessary. Indeed, there might be an alternative to starting with a blank piece of paper. It might be only the general appearance of the site that might need changing, for example. In which case, a few cosmetic changes or a new theme might suffice.<\/p>\n
The next step is to get to the bottom of the objectives of a site redesign. Suppose that new functionality is required, for example. In that case, a complete specification of the additional functions will be required. Alternatively, the objective might include speeding up the site, reducing bounce rates, or increasing sales. In which case, how those objectives are to be achieved will need to be documented.<\/p>\n
The next step is what differentiates a site redesign from the development of a brand-new website. And that step is to understand what works now on the site and what does not. The following crucial questions will determine how to move forward with the redesign without degrading the existing web asset.<\/p>\n
You need to understand who visits the website and why they come before you think about changing anything. So, it will help to understand what types of people use the site. And you need to research the search terms that attract visitors. It will also help to learn which segments of the target audience are not currently visiting the site.<\/p>\n
Understanding what motivates people to visit the site will enable the design to meet the needs of those people. For example, if people visit primarily to buy, the store functionality will be the most prominent aspect of the site. However, if people land on the website to find answers to questions, the blog may need more prominence.<\/p>\n
The next step is to identify the pages of the site that currently attract traffic. And, for those pages that do generate traffic, you will also need to understand if the current format achieves the desired outcomes.<\/p>\n
It would be best to first rank pages based on traffic. Those pages with high pages are the ones that must be redesigned with the most care. But conversions are also crucial. So, you will also need to analyze conversions for each page too.<\/p>\n
On the pages that have high traffic and high conversion rates, a minimal redesign would be advisable. However, on high-traffic pages with low conversions, search engine optimization is clearly working. But the reasons for the low conversion rates will need to be understood and fixed. The pages with low traffic and conversions pose less risk during a website redesign. So they could potentially be removed or changed.<\/p>\n
The above two points relate to the value of individual pages. However, how visitors use each of those pages will also need to be considered. For example, are people finding the calls to action? Are users exiting the site after reading a particular piece of content? And is the site experiencing high cart abandonment rates? To answer these questions, you will need to analyze user behavior on the site.<\/p>\n
Google Analytics will reveal some helpful user behaviour insights. For example, Analytics will tell you which pages users first landed on, which pages they visited, and from which page they exited the site. But to understand user behaviour on the page, a website heatmap will probably provide the best data. Asking users for feedback on leaving the website site or abandoning a cart will also help.<\/p>\n
Once you know what has been driving people to the site and what needs improving, it’s time to set some targets for the redesign. Those targets will provide a means of gauging the success of the project. And targets will also help define what changes to the site are required.<\/p>\n
The top-level targets or key performance indicators (KPIs) will depend on the type of site. For an eCommerce site, for example, the critical KPI will be sales. But for other types of sites, KPIs such as subscriptions or inquiries might be crucial.<\/p>\n
There will also be supporting KPIs required to achieve the primary goals. These secondary KPIs might include traffic, conversions, bounce rates, and or engagement rates.<\/p>\n
The process of devising a plan for a website redesign is much the same as it is for a brand-new site. The primary difference is that you must work within the constraints identified above. And, of course, the live site must always remain operational because it will attract visitors and earn revenue. Even so, there will be similar project milestones, deliverables, and testing sequences.<\/p>\n
There will probably be some elements of the original site design that must be retained. The site’s branding may need improving, for example. But the fundamental aspects of the branding might remain the same. The site may need a more up-to-date look and feel. However, you probably don’t want to make the website so different that it alienates regular visitors. So, implementing a redesign must be done with care.<\/p>\n
Tools like sitemaps, prototypes, and storyboards will play the same part in implementing a redesign as in a new project. But a more incremental approach to implementation might be appropriate.<\/p>\n
You will also need to be careful about the SEO impact of a redesign too. It would be advisable to retain the URL addresses of existing high-performing pages, for example. And, if any pages are removed, 301 redirects should be set.<\/p>\n
A website might be in dire need of a redesign. Even so, there will likely be some aspects of the site that are worth retaining. So, it would be advisable to find which pages attract and convert visitors. And isolate what attracts people to the site and what makes them exit the site early too. However, it is crucial not to make changes for the sake of change because, as the saying goes, if it isn’t broken, don’t fix it!<\/p>\n","protected":false},"excerpt":{"rendered":"
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