7 website redesign quests
Most of the marketers face a major website redesign project at least once in a career. And according to the HubSpot, 32% of the marketing crowd aren’t happy with the final results.
The reason for dissatisfaction with the brand new website seems to lie in the low awareness of the challenges ahead. Every enterprise website is a unique case and requires a specific approach, though the ambitious goal stays the same – to make the sales skyrocketing.
So your marketing team rolls up the sleeves and gets to pondering on the future functionality and UI in order to get the desired outcome. However, to win the competition, the brave marketers need to complete 7 challenging quests.
1. Migrate data efficiently
Every data migration process requires a considerable amount of time and investment. And regardless of the starting point, it will involve everyone – from content creators to IT department.
You might need to replace the CMS, rebuild the current information architecture, consolidate several resources into one complex site or all of these together. According to ScienceSoft’s internal research, content migration may take up to 50% of the overall development costs.
2. Keep SEO equity
Website redesign may result in a 70% drop in organic search traffic. The first reason is URL change – with the new link structure the website can lose its ranking in the search engines. And getting back to the top might take months.
To secure a seamless redesign process, you need to do a lot of research: SEO audit, site crawling and inbound link analysis.
3. Stay up to speed
Users require high-quality performance from their devices, apps and web resources. Only 49% of consumers are “patient” enough to wait for 2 seconds for the page to load; otherwise they are not going to purchase.
Thus, when redesigning a website, keep in mind performance optimization in order to provide ultimate user experience.
4. Be scalable
50% of website users experience problems during peak traffic occasions, and you’ll never see 22% of them again.
Thus, if you scale, you win. Prepare your new website for a horde of excited consumers eager to use your tempting promotions. You get yourself more sales and plenty of loyal buyers.
5. Provide user-friendly UX
68% of users leave a website because of the poor UI. Think through your new design to make a user-centered resource. Improving the UX, you inspire visitors to take action and use your services.
The best way to build a convenient website is to make it straight-forward. Effective search, navigation and structure logic – it all should be comprehensive. You will also want to pay attention to how content is presented on the page, your contact info and CTA buttons.
6. Design for mobile
57% of users say they won’t recommend a business with a poorly designed mobile website version. It means that your new website is obliged to maintain a sleek UI across devices, browsers, and platforms to stay on top of the game.
Even one instance of a dissatisfying user interaction via mobile can cost you a bunch of customers. And don't underestimate the power of an angry visitor’s review. Negative information tends to go viral, which can harm the flawless reputation of any company. So stick to responsive design.
7. Use personalization
74% of online consumers get frustrated with the content that is irrelevant to their interests. What users do need is personalized content, even when speaking of ads and promos. Consumers obviously want to consume more, so your website has to offer a scope of relevant information based on their interests and desires.
In pursuit of sales boost
Summarizing the above said, we recommend to perceive website redesign as a bumpy road. It would require an army of skilled web app developers. But the reward matches the challenge.
These 7 quests, if completed successfully, will prevent the major user flight from your new website, defend your SEO ranking and keep consumers engaged. As a result, you’ll get an effective visitor-to-buyer conversion with improved sales. So, do you accept the redesign challenge?