Did you know that marketers redesign their websites on average every 18 to 24 months? Site redesigns happen this frequently due to the fact that the world changes considerably in 18 to 24 months including many businesses and consumers. What worked two years ago may not work today with all types of factors coming into play including Google’s ranking changes and what buyers expect on the sites they visit.
It’s important that your website is more than just a good looking home page as it also needs to be a revenue-driving channel that is always working to bring you new customers and profit. So how do you go about revamping the design of your website? By following these four straightforward tips, that’s how!
Do Your Research
Before you spend money and/or time redesigning your site, you need to think about what you want to change and why. Steer clear of just revamping your site because you want it to look nicer. In addition to looking better, your site also should work better after it’s redesigned. Take a look at your analytics and write down your starting position or benchmark for site visits, search rank, conversion rate and other key metrics. Then create goals and strategies for how each of these will change as a result of your redesign. When you have clear growth goals you can measure how effective the redesign is which gives you a basis for making further improvements down the road.
Concentrate on Providing Visitors with a More Personalized Visit
Over the past couple of years, there’s been a shift toward offering website visitors with a more personalized experience. Today, consumers want to visit sites that offer them content in line with what they’re interested in. To further explain and for example’s sake, let’s say you run a pet store and a visitor recently purchased a dog collar and leash from you. If that person visits your site again in a few weeks and sees a promo for the same collar and leash, he/she will likely ignore it. But if you displayed related products like dog clothing, dog food or grooming products, you’re offering the visitor something he/she may need while giving him or her a personalized customer service experience.
Incorporate a Responsive Design into Your Site
Today, consumers are routinely using mobile devices to find products and services online. This means that your site needs to incorporate a responsive design which makes it viewable on smartphones and tablets as well as on desktops. Nobody wants to visit a site that is messy, unresponsive, hard to navigate and unorganized nor more than they want to visit a brick and mortar store that’s in total disarray. A responsive site allows for easy reading and navigation with a minimum of resizing, panning and scrolling.
Focus on Functionality
When someone lands on your site, they want a smooth experience that’s trouble-free. This is why you need to focus on functionality starting with load time as it’s a huge factor in whether or not people coming to your site will stay there. It’s been found that approximately 40 percent of people will leave a web page if it takes more than three seconds to load. Take advantage of any one of the free website load speed tools that tells you how fast your site loads.
In addition to load time, take a look at navigation. Is your site easy to navigate or is it confusing? Is there a clear route from research to point of purchase? If you find your visitors have to spend time clicking this and clicking that in order to get from point A to point B, use this redesign to make it easier for them to move through your sales cycle.