5 Questions to Ask Yourself Before Redesigning Your Website
Is your website long overdue for a redesign? Although businesses are often wary of making radical changes, a website redesign is something that every respectable business will go through either because their current website no longer accommodates the changing needs of their business or of their customers, or simply because their current design doesn’t bring in the traffic they hoped for.
So whether you need a website makeover to do away with the out-of-date design that only seems to be drawing tumbleweed instead of visitors, or because your business has entered into another phase of its existence, there are a few things to consider before undertaking the daunting task of redesigning your website.
Planning ahead can prevent things from going south by saving you time, effort and possibly a lot of money. So here are the 5 questions you should ask yourself before redesigning your website:
1. What is Wrong with Your Website?
Pinpointing the exact problems of your current website will help you learn from your mistakes and implement the exact improvements you need to get things going again or to achieve your newfound goals.
Google Analytics can give you some valuable insight concerning what you should keep and what should you absolutely change. So dig into the data and look for signs that may indicate that there are problems with certain pages or features of your website. Are the bounce rates on your product pages too high? It means that for some reason your landing page does not convert the way it should. Try to figure out what’s wrong (is your call to action clear enough or visible enough?) and act on it. Do a significant number of customers drop off in the process of ordering your products? Look into what might be wrong with your checkout process, it could be that it’s overly complicated and it confuses your customers.
Apart from relying on Google Analytics to tell you what’s wrong, you can analyze complaints or feedbacks received from your customers to see if they ever complained about your site’s appearance or functionality and if there is anything that you can use from this information to improve your website.
2. What are the Goals of Redesign?
Asking yourself this question will force you to analyze whether a redesign is actually in order. If your site is already performing excellently and meeting your business goals, a complete facelift may not necessarily be in order. If this is not the case, think about what exactly do you want to achieve with a redesign. Is your site hard to navigate and you’re losing customers because of this? Does your website struggle to rank well in search results despite all your best SEO efforts? Are you losing heavy traffic because your website is not optimized for mobile? Is there a mismatch between the design of your website and the message you’re trying to convey or the target audience you’re trying to reach?
Define your goals as clearly as possible to be able to find the tools that can help you achieve them.
3. What are the Features You want to Implement?
Once you’ve clearly delimited your redesign goals, you can start adding features that are in line with accomplishing your goals. You want to have better conversion rates on your product pages? Design some killer call to actions, add memorable, eye candy photos of your products, add more paying methods, etc. Make your online store responsive to drive more mobile traffic to your store.
You want to engage your customers more on your product pages? Enable a zooming feature so your customers can take a look at details of your products. Add videos if you’re selling products that need to be shown from many different angles. Add a live chat feature to encourage customers to easily get in touch with you if they have questions or concerns.
There are hundreds and hundreds of features that you can implement, so invest time in choosing the ones your customers actually need instead of the ones you may like, and implement those changes in an effective way.
4. What is the Cost of Redesign?
A website redesign project is comparable in magnitude with a website design project, so you need to be prepared to put in the time and have the necessary budget to get it done. Analyze the pros and cons, and consider the costs of doing things yourself vs. letting a pro freelancer or a design agency do the work for you, and decide which would be a better allocation of your time and resources. Bear in mind that, depending on what you need to implement, the costs of a redesign can come very close to or even surpass the costs of your website’s original design.
5. How Will the Redesign Impact User Experience and Sales?
Before you get down to business with the redesign, think of the impact it will have on user experience and sales. Are your redesign goals conducive to better sales and better user experience for your customers? User experience betterment should definitely be one of your top priorities when redesigning your website. Sure that parallax scrolling looks fancy, but does your site actually need that? Does it add to the user experience? Ask yourself these questions before you jump on the bandwagon of implementing this feature on your website.
Apart from making site navigation easier and more enjoyable for your visitors, a good user experience is also an element that can influence your Google rankings, and higher rankings translate into more visitors and ultimately more customers.
Take time to ask yourself these 5 questions before you undertake such an engaging project. Turn your website redesign into a smart investment for your business, focus on clarifying as many things as possible, and don’t get carried away and blow your budget out of proportion. Prioritize and implement design features that are most important, and understand that your site will never be fully ready, and as customers change and business dynamics shift, there will always be adjustments to be made.
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