website redesign

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.

There is little that can be done with Halloween decorations when preparing for Christmas... or is there?

There is little that can be done with Halloween decorations when preparing for Christmas… or is there?


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.
This may seem a disturbing choice for Christmas decoration, but what does the data say?

This may seem a disturbing choice for Christmas decoration, but what does the data say?


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.
Go figger.
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 were able to test a complete redesign for this ecommerce site before committing it to code.

We were able to test a complete redesign for this ecommerce site before committing it to code.


 
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.

Our data-driven wish for a happy holiday.

Our data-driven wish for a happy holiday.


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The folks at WhoIsHostingThis.com have put together a very complete infographic on mobile advertising.
We like articles and infographics that support their findings with research and case studies.
One thing we’d like to put a fine point on is this:

Formula: Number of mobile site visitors divided by the number of actions taken, all multiplied by 100 to give the conversion rate.

Responsive vs. Dedicated Mobile Site

We are seeing in the literature more evidence that responsive designs suppress mobile conversion rates. The primary culprit is load times. We are currently recommending the Native Mobile Website approach for phone-sized screens.
Furthermore, many sites are displaying mobile sites on tablets and phablets that have the resolution to show more. This may be suppressing conversion rates as well.
Everything You Need to Know about Mobile Ads - Via Who Is Hosting This: The Blog
Source: WhoIsHostingThis.com
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