Redesigning Your Web Site to Increase Sales? Think Again

If you will soon be either starting to plan or will begin work on a redesign of your site, you are likely excited about the increased possibility of sales and leads. If so, unfortunately, that excitement is misplaced, because most site redesigns have very little or no impact on leads and sales. Some redesigns have even had negative effects on sales and leads.

Why is a Redesign Not Likely to Work?

There are many reasons why site redesigns fail to increase leads and sales.

Not Asking for Feedback

Visitor feedback will offer you much valuable information as to what works and doesn’t work with your existing design. As well, getting feedback with regard to your proposed changes is also critical. Not getting feedback about either incarnations of your web site could risk a large portion of your current visitors. Gathering feedback from your visitors can take up to several weeks, but the benefits you can reap are too many to ignore.

Too Many Changes

A site redesign means that everything on your site is changed at once. Not all of the elements of your redesign will be looked upon as positive by your visitors. As well, if you’re not testing your site, you won’t know what worked well and what did not.

Pretty Design vs. a Converting Web Site

Although a web designer can create a web site that is very attractive aesthetically, it’s quite a different thing to design a site that turns visitors into buyers. Therefore, consider inviting one or two conversion experts to join your web design team.

Improve Over Time

Instead of a relaunch that puts a complete redesign on the web for visitors to figure out, consider implementing changes over time. Not only will this help you to improve your site over time, but it will help you avoid the bottlenecks which delay 49% of web site redesigns far beyond their official launch dates. Another benefit of incremental redesign is that it will take much longer for it to become outdated than if you were to implement simultaneous site changes.

Use Analytics Properly

Auditing the performance of your current site according to total conversion rate and other success metrics, in addition to knowing which if your entry pages are performing poorly are all keys to discerning whether or not a redesign is the right thing for you. In addition, you will want to concentrate on the abandonment rate at your site’s checkout.

Simplify Your Redesign Team

Although it’s important to have as much input as possible when redesigning your site, too many on your team can result in clashes that will only hinder the progress of your site’s redesign. Keep it simple with a handful of specialists who work well together.

Restoration is not an Option

Consider that if your site redesign does poorly, you cannot just push a button and revert back to your old design without confusing your visitors. Instead, test your page versions and incrementally implement changes.