A website redesign process isn’t as easy as some might think. From a team of developers, IT and UAT testing specialists, to sales and marketing, there is a lot to consider when creating or redesigning a website. With everyone’s contributions generally the process goes smoothly, however, there are still some mistakes that many companies make when they do redesign their website. The following is a simple guide on the top mistakes during a website redesign and some of the ways to fix them as well.
Website Redesign: Top Mistakes To Avoid
While redesigning your website it can be really tempting to want to pause your analytics, however try to avoid doing this. In fact, by not pausing your analytics you can gain valuable and important information which you can utilise in the website redesign stage. Leaving analytics on during your website redesign, and by split testing your new design with your old design you can gain valuable insight into the user experience. You will be able to collect data on what your users like and don’t like so you can really improve your website to its best possible potential. This will enable you to easily gain more control over your website redesign.
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Making The Right Impression For Your Customers
The temptation to shut off your analytics during the website redesign phase can be strong because you want to make the right impression with your customers. After all, no-one wants to see a half completed website. But by utilizing this opportunity and split testing both old and new traffic you can see what parts are working and what parts aren’t. Heat mapping is a great way to see where the traffic is going and where the user’s attention is focused more. This can make you readjust the website accordingly.
It’s important to remember though that the best practices don’t always apply broadly to each industry and product. While something may work for your competition it doesn’t necessarily mean it will work for you and your overall conversion rate. Your analytics will give you raw data to show you how well the new changes in design are working for you so you can refine and tweak them as necessary.
What You Should Measure For The Best Results
When leaving your analytics on, what exactly do you measure during the rollout and building phase of your overall website redesign? In truth, it’s not much different to the key metrics that you should be measuring ordinarily. These include:
User Engagement – Checking to see how users interact with your website is a great place to start. The focus should be on incremental conversion. This can be done through the monitoring of click-through paths, step by step to see where customers may be losing interest and dropping off in their engagement. Referrals from social media may also in turn affect the amount of engagement and overall interaction on your website.
Conversion Rate – Conversion rate is important but for many companies, it isn’t clear why. Conversion rate is the number of people who take action on your website to a desired goal. Whether you want them to sign up, proceed to the checkout, or download something. The overall conversion rate can be affected by many different variables but the overall web design is one major challenge.
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Initially, after the website redesign, the conversion rate could drop as visitors and customers become accustomed to the new change, but after a short amount of time they will rise steadily and slowly which means some of the changes that are made are working. Many companies don’t realize however that your conversion rate can be pushed along by a number of different paths that you can guide your consumers to so they can get to the end result. You can then judge the paths accordingly to how much ROI they can bring you. You’d also get a view into what type of customers are converting. Are they in the lower or higher price spend range?
Overall you can see what’s working to bring in profits and what isn’t. This allows you to concentrate your efforts on the things that do work while minimizing the things that don’t work. This can lead to a better more focused marketing and website redesign strategy which targets your audience better to continue to bring them back.
When it comes to analytics, leaving them on through the website redesign and restructuring can provide important data, details, and behavior that you may not see ordinarily. By making this key correction you will save time, money, and effort while redesigning your website.
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