How to know when your website needs a redesign?
How to Know When your Website Needs Redesign
Redesign of a website is often dreaded by many; however, there are generally a number of signs that show you when such a reshape is necessary.
Metrics
If it looks like your metrics (also known as web analytics) are down, then a redesign may be part of your rethink of where everything is going. Now, of course this could also be a product issue, but websites are often to blame. Reducing trends in conversions, sales and participation can be something to do with your sites current design aging. It is essentially your audience getting tired with your current design. The biggest factor if this happens to be understanding what went wrong and where it’s gone wrong. Just adjusting your page, or the conversion flow can have significant effects, and you can save time by doing so.
Users
Contact your users, send them out surveys and ask them what’s wrong, this can often result in you getting to the core of the problem. Usability tests are especially important and conversations on a person-to-person basis allow you to delve deeper than a survey ever could. These can allow you to see undertones, you wouldn’t with surveys. If your brand is considered in a negative light, then look for a redesign – this can all be seen in depth by talking to customers directly.
Tech/ UX Debt
Over a lifetime of a website, you accrue tech/UX debt. This is created during shortcuts around the site, from the initial build over a lifetime of short cuts and corner cutting. Over time these all add up to create a Tech /UX Debt that is a greater cost than the size of continuing to upgrade the site, and you are better off starting from scratch and building a new, clean site. Fixing all the elements can cost more than a new site, and so a rebuild is necessary.
Old Looking
Some sites just age with time and they need a rethink every so often. Sites date. Aesthetics changed, and politicians were honourable when you were young. Keep with the times with a new and updated site. This will aid declining metrics and ensure you are up to date with the competition. Look at brands who are performing well and then assess your site in relation to them. Make sure to look objectively, but also fairly as looking at your own site day in day out can make you feel it is older before its time. Do a cross-section of options to get an accurate reflection, before making rapid changes.
12 Month Rule
More than 12 months can make a significant difference in your site and should be looked at. This refreshes the experience for customers and also breathes fresh air into the site. This will impress customers, the press, other design companies and others and ensure your site looks fresh and attractive.
Following these factors ensures that your site is up to date, but isn’t exhaustive in its width. Access each factor and try and maintain a fresh face to the world.
