Many business websites have to change with the holiday seasons, but you don’t redesign with each holiday.
We’ve been pretty busy here at Conversion Sciences. No complaints at all.
However, other parts of our lives suffer. In my case, it was decorating for the Christmas Season.
And in an unexpected way, this relates to your website.
I found myself with Christmas getting near and my Halloween decorations were still up. Before you laugh, isn’t this the same way you feel about your website? It’s needed a redesign for a while, but other priorities keep getting in the way.
That’s exactly how I felt.
This is not a traditional Christmas image.
But, since I was short on redecorating resources, I decided to redesign my decorations the way I would redesign a website: a little at a time.
I used small steps in my decoration redesign. I found some Christmas doll sweaters to put on my skeletons. Here’s the result.
Your first reaction may be that this isn’t much better. Honestly, that was my first reaction.
But I tested it against the most skeptical (and most important audience) I could: my 17-year-old daughter and her teenage friends.
The response was resoundingly positive and unprompted.
It’s unexpected, unique and didn’t require a decoration redesign. This is the same approach we recommend for your website.
You may think your site needs a re-do. You may feel it’s dated, familiar, or too old. As we like to say in the business, “Your opinion doesn’t matter.” It’s the opinion of your visitors that matters, and they may not see your site with as critical an eye as you. They may even love it as it is.
The Right Reasons to Redesign
There are two really good reasons for a redesign:
1. Your brand is changing completely.
2. Your site is not maintainable and needs a new foundation.
If you aren’t facing one of these two situations, consider a stepwise redesign.
We’ve been able to modify a site completely using testing tools before the business committed to the redesign.
We found with this test that the redesign would not be expected to have a negative effect on revenue.
Test the navigation design.
Test a revised value proposition on your home page.
Test a new layout for each of your important pages.
Test a new checkout process.
Test a new ecommerce category page layout.
Test a new mobile layout.
Piece by piece, you’ll learn what improves your bottom line and what doesn’t. We call this data-driven creative.
Faster Results than a Redesign
Doesn’t this testing process take more time that a redesign?
We’ve accompanied several clients through redesign. A website is a complicated piece of software. We’ve rarely seen a redesign come in in less than twice the time predicted.
So, no, we think our approach is faster.
And, as you find wins, you get to enjoy higher conversion rates, higher revenue and more leads as the site is redesigned.
Enjoy Your Holidays and Your Redesign
Don’t take our word for it. Author and optimizer Rich Page cited a Hubspot study that found one third of companies who implemented a redesign were unhappy with the results.
This doesn’t have to be you.
Having the resources to make your website a better place for your visitors is a great advantage over your competition. Let the competition spend months on one big shot.
Meanwhile, you can learn what your visitors want and deliver more of it month after month, until you possess a site that the competition will have trouble keeping up with.
Merry Christmas from everyone here at Conversion Sciences.
Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.