Maybe You Don’t Need a Website Redesign Afterall
Businesses often set a schedule to redesign their website every two to three years. The thought is that over time the site begins to looks outdated and needs to be freshened up a bit.
This is understandable, but maybe the better question is whether the existing site is effective or not. In other words, is it generating sales leads, selling product or accomplishing another intended goal? If the site is performing at a high level, maybe a total redesign isn’t necessary and maybe those resources can be used to improve an already effective website via other means.
One way to determine a websites effectiveness is via web analytics and other quantitative measures. One of the beautiful things about the web is that its highly measurable because much is based on math and web analytics can provide quantitative information from which to make informed decisions.
I just completed a web analytics assessment for a client and noticed how low the bounce rate is. When visitors make it to the site, they stay, which is a very good thing. They were considering a site redesign, but in this case it may not be warranted at this point. Maybe the better investment is to drive more qualified traffic to the site and then help it to convert more.
A little “food” for thought a day after the 4th of July weekend.
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