How to Plan Your Website Redesign for Success


Redesigning a web site is often a challenge as a result of it needs heaps of resources and might be quite risky. the concept of incorporating the latest technology and style trends is tempting. however, as a rule of thumb, it’s higher to own an obsolete however useful web site than a shiny new style that doesn’t pay off.

Before beginning a web site plan method, it’s essential to outline the goal behind it.

Why does one would like a web site redesign?

Although users very often understand a web site plan as an amendment of look, it’s not forever the case. There square measure typically 3 main reasons for a web site redesign:

  • Better usability and a lot of sales. If your web site hasn’t been updated in years and you’re losing potential customers as a result of serious usability problems, then a web site plan may well be a decent choice.
  • Structural business changes. Your business model has modified considerably, and your web site now not reflects your actual business. for example, you wont to have a physical flower look and easy informational web site. currently, you’ve got pivoted to online-only flower delivery service and want eCommerce email practicality.
  • Branding. fifty-fifth of individuals square measure frustrated with a whole generally after they have frustrating expertise on their web site. Fixing unhealthy user expertise will strengthen your whole.

Sometimes a web site plan may also be a vicinity of a much bigger rebranding method. If your visual whole identity considerably changes, your web site ought to amendment, too.

Identifying a transparent goal can guide each wife designer and also the project manager selections throughout the method.

Set Benchmarks

If you’re designing for the fulfillment, then you wish to outline the success criteria beforehand.

Once you’ve got a general purpose for the plan, set measurable objectives for the project. for example, if you wish to attain a lot of sales once the plan, you’ll set objectives for sales funnel conversion rates or average revenue per client.

These objectives ought to be as correct as doable. and also the best base for this is often your current benchmark.

To set your benchmark, you wish to answer 2 main queries.

  • What is the present state of your web site relating to metrics you may live as success indicators?
  • How will your web site compare to those of your competitors?

If you have well-configured website analytics, it will not be difficult to answer the first question. Take your average metrics for the past twelve months as a base. In most website redesign cases, you will also need to conduct a usability test with quantitative metrics as a part of your benchmark.

For the rival benchmark, you can perform a competitive usability evaluation. This is a great practice that will not only reveal your competitors’ strong and weak points but will also validate some of the ideas you were planning to “steal” from them.

Competitive usability evaluation can be done either as an expert review by an experienced UX practitioner or as a user testing. The latter is a standard usability test when users perform predefined tasks on two or more competitor websites.

Match User Intent to Business Goals

As much as your new website design needs to be user-centric, it is also important to meet your business goals. Otherwise, the whole process would be pointless.

As much as your new website design needs to be user-centric, it is also important to meet your business goals. Otherwise, the whole process would be pointless.

But how can you align business priorities with user needs?

Start by knowing exactly what your target user wants by referring to existing user personas. If you are planning to target a new group of customers after the redesign, then you should conduct user research and build a corresponding persona.

This important because each persona might have a different intent when browsing. Knowing user intent at every stage of the customer journey allows you to guide them to your desired actions. When planning every website, ask yourself these two questions.

  1. What does the user want at this stage?
  2. What do we want the user to do at this stage?

Mind the Content

Website content is your most powerful sales tool, which is why you need to pay particular attention to it when redesigning. There are two aspects to it.

  1. Visual design and content should go hand in hand.
  2. The website copy must be able to sell.

What does this mean?

It is continuously difficult to style an online page while not having the precise content at hand. At the same time, you can hardly have a final content draft for a web page that still does not exist. To break this loop, you need to work on both design and content together while keeping user intent in mind.

On the other hand, you must rethink your website copy to match the new design and ultimately sell more. Given the emotional aspects of client deciding, it’s important to create a connection with the user through carefully written content and microcopy. You need to speak their language and show how exactly your business can solve their problems.

Decide on Mobile-First or Desktop-First Strategy

You know the stats. Mobile is here to stay and will most probably overtake desktop in all industries pretty soon. In 2017, more than half of global website traffic came from mobile devices and more so in Asia, where 65.7% of web page views were generated via mobile.

But does this mean you need to design with a mobile-first approach?

The short answer is no. But let’s dive a bit deeper.

Mobile-first design replicates the idea of progressive enhancement versus desktop-first design, which represents graceful degradation. When the mobile web was just starting, there was only graceful degradation as a multi-screen design approach. This means designing for maximum screen size and full functionality, then designing for smaller screens based on that.

Progressive improvement, on the other hand, is the opposite, designing for mobile screens first.

Both can be good. Both can be effective. It depends on your business and website goals.

For example, if 80% of your website sales come from mobile and your user persona is more likely to sustain this behavior, then you should choose a mobile-first approach.

Make an Impression With Your Homepage

Do you know who lands on a website homepage?

For most websites, these are first-time visitors. They know little to nothing about your business or your products and services. So you need to use this opportunity to capture them. And the window is very small. One of Google’s studies disclosed that users type their 1st impression, the “gut feeling” about your website, in under 50 milliseconds.

The same study suggests that website design that is visually less complex is perceived as more beautiful.

So how can you make new users stay?

A study on Persuasive Design of Destination Websites suggests that inspirational design elements had the most impact on forming a positive first impression. This reinforces the idea of having great quality visuals and catchy wording to tell your brand story and inspire users to dig deeper into the website.

Focus On the Critical User Journey

If we tend to return to the edifice web site example, there square measure variety of ways users will go for eventually build a booking. For instance, they can land on a special offer page and make a reservation. Or they might find your hotel email address and send a booking request.

Whichever path they take, they can make a booking in the end. But there is a user journey path that is the most common and is where you make money.

It is called the critical user journey.

In a website redesign project, this is where you need to spend most of your time. There will probably be a lot of iterations, so it is better to start user testing on the critical flow early.

Final Thoughts

A website plan is often quite a difficult associate degreed rolling back to associate degree previous style isn’t a possibility. But with so many parties involved in the project, it might easily turn into an opinion battle as to which design is better. To avoid this, start by setting clear expectations for the project and make sure the whole team is on board. Adopt a quest and data-driven approach to form key style selections.

With a healthy mixture of careful designing and adaptability, your web site plan can have the simplest likelihood for achievement.