In a day our team skims through hundreds of websites, sometimes for getting design ideas, the other times to know what marketing tactics are being used, and sometimes just to be sure about what don’t work. It is hard to predict the exact formula for a successful website (other than its association with a big brand). However, there are some very common elements that we see across all well-reputed websites. Keeping aside the SEO friendly website factors, there are many other factors which are at work.
Internet is inundated with the tips and advice on building an amazing site that visitors love, and most of the tips from reputable sources are worth implementing, but overhauling of your website design may send the organic traffic in comma if done incorrectly. Also, it is more work than you might assume before taking the plunge. But actually, these are not the reasons enough to justify your compromising with the website that you hate.
So, if you want to revamp your online home of your business, the right time is now!
1. Start With The Problems
We are quick to jump on changes without understanding the problems first. This is in itself a problem. Clearly identify what are the changes that needed to be made. Set the priorities right and act according to what suits best. More often than not, website redesigning falls in a relentless loop. We change the design and then we find out the content isn’t suiting the design well, and then we move on to change the content which was perfectly suited to the needs of search-engine and was not the part of the problem in the first place.
Identifying problems is the first step.
2. Set Your Expectations Right
Don’t try to change just everything in a hope that a new website will instantly become a lead-generation machine. Unrealistic targets rear bad business decisions. Keep in mind what did work and what didn’t and plug the right holes rather than making a new road.
3. Implement A/B Testing
Once you have identified the areas where the work is needed to be done, you should start taking small steps (if it is feasible; sometimes you may need to do the overhaul in a short time and in this case A/B testing cannot be implemented).
Change the button text by keeping other forms same, such as color and placement, of your CTA to see what impact does it make. If it works, keep it intact and change another element. A/B testing is all about changing one parameter at a time by keeping others intact to measure the effectiveness. If you’re not in a hurry, A/B testing is a great way of striking the right balance between your website design and change in visitor behavior.
If your website is going to change, you strategies should change as well. (Assuming they are not working well, and hence the decision of the website overhaul.) Do keyword research to know about your top competitors and try to find out the tactics that you can emulate. Come up with new offers and incentives for your potential customers.
5. Infuse more Creativity
Humans admire creativity, and if you put in right elements of creativity, you are better positioned to surprise your visitors. When we get surprised, we share it. Your website design should be worthy of “Hey look! This is interesting”.
Website redesign is not easy and there are some risks associated with it. I would go as far as to say that redesigning website asks for more skills that building one from scratch. But if the project is in the right hands, and you have planned to take care of the steps listed above, you’re going to yield wonderful results with your new and awesome website.