How a Little Science Can Save Your Website Redesign

Use science to increase conversion rates before undertaking a website redesign

Raise your hand if you’re considering a website redesign.  Pretty much everyone, yeah?  Well, before you undertake such a massive project, there’s a lot you should consider first…namely the effects such huge changes can have on your conversion rates.

Some businesses will pour millions of dollars into a fancy and beautiful website redesign only to discover that their customers no longer know how to interact with (ahem, buy things on) the site.  In other words, a double loss.  If you think the design of your site is keeping visitors from spending money, consider an approach that’s a bit more slow-and-steady.

Brian suggests taking a scientific approach:  he’s a scientist, after all.  It has probably been some time since you’ve had to think much about the scientific method, so here’s a recap:

  1. Research
  2. Form a hypothesis
  3. Create an experiment design
  4. Run tests
  5. Tabulate results
  6. Analyze results

Do some research then come up with some small changes you can make and measure the effects of.

Everyday Behavioral Sciences Webinar

The Results of 2 Years of Optimization

This is how it's done. Join Joel Harvey as he takes you through two years of optimization on a software subscription purchase funnel that delivered a 3.5x return on investment.

  • Price-point testing.
  • How to communicate value.
  • Increase trial conversion rates.
  • Use of social proof and risk reversal.

Don't miss this rare opportunity.

It’s a cycle that often ends with a surprise. Our visitors just don’t behave the way we think they should. There are great resources out there to help understand these people we call visitors, like Crazy Egg and Google Analytics.  Brian goes into a bit more detail in the webinar, but the bottom line is, don’t fret:  there are absolutely resources out there to help you get the job done.

Here’s where I could say “You know your customers best,” so you should be able to come up with a solid list of hypotheses with which you could experiment, but I won’t.  You should still come up with a list of ideas based on research, but you should be prepared for surprises.

And remember, he’s serious when he says to keep it scientific.  Isolate a single variable as much as possible so that you know for sure what is driving changes in your site visitors’ behaviors.

Watch Brian’s webinar to get an even clearer picture of where you can start on your redesign project.

Image licensed through Creative Commons by Kevin Dooley & adapted for this post.