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What Is The Definition Of A Website Redesign?

Apr 22

A website redesign is a comprehensive process that involves upgrading content, rejuvenating layouts, and optimizing navigation in order to increase conversions and improve site performance.

Determine website goals to outline your aims, targets, and measurements for the website redesign, as well as the metrics you'll need to meet your objectives.

Website effectiveness audit: The first step should be to assess your internal web capabilities. SWOT analysis, for example, may be used to assess the overall efficacy of your website. Determine trends and best practices by doing an industry study.

Identify any holes in the website infrastructure by creating a checklist that encompasses people, procedures, and technology. For example, you may improve the UX by identifying particular aspects of the web page, such as a misplaced CTA button, a shady online form, or anything else that distracts or confuses visitors.

Make a route map: Determine the procedures and technology required to bridge the gaps. You may, for example, A/B test components that are generating problems and then fix them in the new wireframe design.

If you have a clear understanding of the site objectives, the redesign process might possibly boost website performance. Technical components of the process include deciding on a color scheme, typefaces, logo, design elements, button colors, and button positioning, among other things. From a coding standpoint, deciding on a content management system, coding language, and other factors is critical.

 

Top reasons to update your website and when to do so

A website makeover is undertaken by businesses for a variety of reasons. The next sections go into some of the causes in further depth.

 

Repositioning or rebranding

Rebranding is a marketing approach for changing an organization's perception for commercial objectives. It allows the firm to stand out in a crowded market. In some cases, like as mergers, rebranding becomes necessary. Rebranding is also necessary when you wish to:

  • Increase the pace of growth
  • Re-establish a brand's lost identity
  • Revise an out-of-date website and establish a distinct brand voice
  • Allow for new or modified goods and services

Rebranding is more than simply altering the company's name or logo; it's about positioning your brand in a manner that resonates with your customers. It's also about creating visual components that consistently represent your brand across all of your marketing materials. It may include altering the appearance and feel of your website. Pitch decks, proposal templates, brochures, and one-sheet flyers are just a few of the tools you might use to express your brand's message.

Siemens, for example, overhauled their brand because they realized it needed to be as inventive as their goods and services. They updated their identity, displaying their entrepreneurial and imaginative attitude in all of their marketing material, to highlight their mission to "ingenuity for life"—pairing technology with purpose.

Repositioning, on the other hand, involves altering your clients' perceptions of your brand. A quick explanation of where you fit into the market area is known as market or brand positioning.

Starbucks, for example, markets itself as a supplier of high-quality coffee and drinks, while Tesla and Audi have positioned themselves as premium status symbols in the market. With their low-cost fast eats, McDonald's and Wendy's position themselves as creative leaders or low-cost suppliers.

Due to low conversion rates or significant changes in the environment, businesses may consider repositioning a product. The objective should be to leave a lasting impression on clients so that they associate something nice with your brand, which sets it apart from the competition.

IKEA has chosen to make its in-store buying experience available online. It is a firm that sells home furnishings and accessories. The revamp emphasizes entire interior setups in a less congested manner than their prior website, comparable to their street and mortar businesses. A chatbot functioning as a sales assistant was also deployed to offer the website a more human and customized touch. It could help consumers through the purchase process.

 

The introduction of a new product or service

When a new product or service line is introduced, it almost always necessitates a redesign to suit the new features and functions. Companies use this for a variety of reasons, including rebranding or repositioning themselves in the market. Nonetheless, it will need a collaborative effort including a large number of engineers and designers.

Launch a minimal viable product whenever feasible (MVPs). Either provide a new feature with restricted functionality or test it on a small number of pages. With MVPs, you can rapidly demonstrate impact and get additional resources.

 

Increasing a website's functionality

When you decide to add new features to your website, you'll have to change the way it looks. Because website functionality may have a direct impact on your company, you should be sure that the feature you wish to add to your website achieves your intended business objectives.

If you own an eCommerce business, for example, your customers are likely to come to your site with a certain product in mind. You may want to consider including a chatbot on your website that provides value to visitors to the product page. Adding the chatbox, on the other hand, might need some changes to your website's infrastructure.

Website Redesign

Redesigning a website: A Step-by-Step Guide

Analyze your present website and do user research

The first stage in the redesign process is to analyze the present website. You need to figure out what's wrong with your current website.

 

Usability

It's critical that your prospect knows your company's fundamental message as soon as they visit on your website and that they can easily view, utilize, and navigate through it.

User experience is shaped by a variety of elements, including website performance, security, a user-friendly menu, and responsiveness.

Users were given questions like these in a comparison research to evaluate which popular beauty and cosmetics mobile website among the four companies in the study offers the greatest user experience:

The simplicity with which they can use the beauty and cosmetics website; the difficulties users encounter when using the website;
Is it simple to browse the website, and if so, what makes it difficult?

It was discovered that:

  • Users found it simple because of the speed, proper filtering, and sorting
  • It was tough due to slow page loading, poor navigation, website responsiveness, and adaptation concerns
  • The user experience was outstanding because of easy and secure checkouts, useful categories, filters, and sorting; but, navigating was tough because of cluttered web pages and non-intuitive forms
  • With a basic and clean design, clear CTAs, product categorization, and simple navigation, Fresh topped the usability testing list. Lush, on the other hand, struggled to do so, despite the difficulties previously described

Usability testing revealed that both Lush and Clinique performed badly. The following may be done to improve their mobile sites:

The website's speed is being improved. Web sites containing a lot of clutter, for example, take longer to load. Keep your landing page's content and appearance simple.
Identifying and correcting the issues that are preventing conversions. One or more of the issues might be a broken webform, a lousy CTA, or a poor adaptable mobile design. Creating a responsive version of the website for multiple screen widths, for example, helps address adaptation difficulties while also increasing conversion.

 

Content

The content of your website is a crucial aspect of its design. While redesigning your website, consider what your consumers want to read. What's this new thing you're trying to get people's attention for?

User testing, UX reports, heat maps, session recordings, user-centric concepts, and testing that focuses on the prospects' behavior are all part of a strong content strategy. It's normal for you, as a website owner, to expect your visitors to digest your web page, understand the message, and go down the funnel. Your prospects, on the other hand, appreciate material that is relevant, easy to read, and grammatically accurate.

As a result, if one design on your website leads viewers to process information differently than another, the visitor flow across your website will be affected. The content on your website should follow the right information architecture and have excellent readability and accessibility to catch the attention of your prospects.

According to a New York Times research, the enormous banner adverts on the 2016 edition of the website caused visitors to wander and get confused, resulting in higher variability in reading than on the 2004 version of the website. The middle and top left of the page had greater instant prominence in the designs studied.