Re-design is a scary idea for many marketing experts. Many designers timidly offer this kind of idea to their superiors, and the answers they most often get are:
“Why do we need this? What we have now works perfectly, better not change it.”
“If it’s not broken, don’t fix it.”
“Conversions and traffic are fine, why risk them for a better look?”
The total change of design is a sensitive topic for both sides. On the other hand, frequent change is an idea well-known to every online business because of the influence it has on how the visitors perceive a website and how the latter performs.
What should we consider while discussing re-design?
- Do we have bugs?
- Do we perform well in each browser?
- Will it hurt the the page speed?
- How will the change affect conversions?
- Did we think of SEO?
The answer to all these questions is quite simple – everyone has to aim at being modern and relevant. If, for example, Facebook, didn’t change its design at certain time periods, would it still be so relevant?
Of course, this doesn’t mean we have to consider changes all the time, without giving them a thought first, and they should also be implemented with a clear and definite purpose.
How to do this?
- Know your target customers
Who are our customers? What is their average age? What do they do for a living? Why do they use our services? What do they need? These are the questions that should be answered before determining the direction in which to work while creating the design most suitable for them.
- Do many tests
If your goal is to use as much as possible of what we have, it will be necessary to spare enough time for testing and modifying elements that do not perform as well as they should. The design has to effective, not just attractive. This is why we should experiment with different versions, using metrics indicating which the most promising version is.
- Introduce the new look to your visitors.
When the loyal visitors of your site come back and start asking themselves what happened to your site, it is necessary for you to explain to them the reason behind this new look. You have to introduce to them the new elements and the new benefits they will have of this look.
- Getting the customers’ feedback
We should never stop seeking the opinions of our clients and visitors regarding what we offer them. It always is a good idea to use the potential of feedback because it is the surest way to learn what our visitors need and to hold their attention and interest.
- A good understanding of the old design
What was wrong with the old design? Which elements we had high expectations of didn’t attract any customer attention at all?
Apart from drawbacks, it is also important to note the advantages of the old design.
Where was most traffic until now? What did the visitors like best? How can we transfer this to the new design.
Planning and research
Choose the right time for a total change of the style and kind of your site. If you think that you have now reached your ultimate goals – think again about the possible use of this change. If you think there is still more to want from your research, this means you have a chance of broadening your targeted market, and then it’s a good idea to make that change.
There always is business risk when planning a transformation of your business site. After all, this is your main way of communication with your clients and to make sure that the change will lead to better results, it is necessary to spend enough time on the task.
Remember the main points discussed in this article, and don’t forget that they can help you lower the risk of loss of visitors to your site.
Contact the Operations Manager of 411 to get a better idea of the modern requirement in the world of design and SEO. Our experts will share with you the information you need to make the right decisions for your business.