Website Redesign is Dangerous

More than 50% of the redesign fail.

I’ve seen this over and over again where the business owner thinks:

“Ah, my website is a bit dated”
“It’s time to do ‘something’ “
“Let me contact a designer”
“Their portfolio looks good”
“Let’s good ahead with the quote”

3 months later, 5 thousand dollars spent and the new beautiful website goes live.

They spend money on Google.

They spend money on Facebook.

They optimise keywords for SEO…

Then?

With all the expectation, the website goes silent. No one knows what’s happening with the conversion rate.

And the ones who do – might even notice a drop.

Why?

Hiring developers or designers is great, but we have to make sure the main goal stays the main goal.

Oftentimes, business owners forget the most fundamental principle of their website is to convert and generate sales.

Most redesign projects begin (and finish) without even looking at the conversion rate.

I mean –

Are the changes even making an impact on your BOTTOM LINE?

Sometimes, I see business owners get an even lower conversion rate after their redesign, simply because they redesign for beauty, not functionality.

Putting new paint on the house is not going to fix the plumbing issue.

Let’s pause and revisit our goal.

1. What is your market looking for on your page?
2. Is your page communicating your value proposition clearly?

To design, redesign or optimise your web page, we have to follow a strategic sequence, or otherwise we might end up having a LOWER conversion rate with the shiny new version.

Putting petrol in a broken engine is not going to work.

Sending people to a page that doesn’t convert is not going to generate sales.

I would rather have 100 clicks and 5 conversions than 1000 clicks and ZERO conversion.

Sounds obvious…but still…we make this mistake all the time.

So here are 3 things you must follow to make your new page a success.

1. Get your tracking right.

Know your numbers. Have absolute clarity on what’s going wrong.

2. Test. Don’t guess.

Don’t just go to your website backend and randomly change things. Run strategic split-tests that validate your new changes.

3. Get your messaging right.

Once you know what messaging works with your market, don’t stop there. Implement it to all your marketing and compound your results.

Follow the right sequence.

Will

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