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Our guide to an effective website redesign

You realize that there is a drop in traffic on your website or you receive some complaints about your user experience? What should you do? It might be time to consider a website redesign in order to maximize your efforts.

When is it important to consider a website redesign?

Are you experiencing an increase in complaints about the usability of your site? Do you find that your bounce rate is abnormally high? Do you want to add functionalities to your website or change your brand positioning?

It might be time to consider a website redesign. 

With a website redesign, you can improve your site’s navigation, update your content and even offer your users new features to increase the playfulness of your website. The ultimate goal of a website redesign is to improve your customer experience and therefore eventually the performance of your website pages

Why is this so important?

In a world where Internet users have the ability to click through more than 1.8 billion websites, it’s important that yours is geared towards their needs and interests.

If your page is not optimized to promote a good user experience, consumers will quickly lose interest in your offer and go to a competitor’s website.

That’s why it’s important to take a few preliminary steps to determine your objectives and the changes you need to make that will have a real impact on your performance. A redesign does not necessarily mean that you have to rethink your entire website. Too often we see companies invest a lot of money and get to the end of the project and find themselves without any budget to drive people to the website.

First, analyze your current website to determine the gaps that are deteriorating your user experience. With performance indicators such as the time spent on your website’s homepage or the number of visits, you will be able to build a full picture of your page’s strengths and weaknesses. To understand why it is optimal to base your strategic choices on marketing data, visit this article.

Second, you need to determine clear goals to guide your website redesign. Do you want to increase your total number of sales generated or your number of new leads?  By knowing what your ultimate goal is, you will be able to create a website that truly aligns with your business objectives.

Third, it is important to segment and identify the needs of your consumers. How can you respond to their questions and desires as easily and adequately as possible? By creating “personas”, typical profiles of target consumers for your company, you will be able to understand in depth their buying and consumption habits and therefore position your product correctly.

Some tips to ensure an effective redesign

You’ve done your research and established your goals, now it’s time to redesign your site.

Here are some key tips to keep in mind as you make this change:

If you haven’t already done so, determine your unique value proposition and make sure it’s represented on every page. Your new users need to quickly grasp why they should choose you over your competitors. It’s also important that your brand identity is well reflected on your website so that people can quickly identify your company. For example, use your corporate colors on your site to add consistency to your content and recreate your shopping experience online.

To make your website easy to navigate, you need to keep in mind that simplicity is your ally.

A website too busy could confuse the consumer and discourage them from staying on your page. This transformation must be centered on the desired action and accompany the user throughout the steps of the conversion process. It is therefore important not to lose him by creating a site that is too complex and without real harmony.  For example, do not use illegible typography, as it could hinder the search for information. Instead,  emphasize the call-to-action buttons that guide the user to the desired behavior.

Throughout your redesign, you must keep in mind that 48% of web pages worldwide are viewed from mobile and smart devices. If your page does not display properly on a phone or tablet, you are inevitably losing business opportunities as well as sales. Your website must be designed to function effectively, regardless of the platform on which it appears.

Ultimately, to make the most of this significant monetary effort and to ensure that your website is intuitive and easily navigable, you must perform a series of tests and assure quality control.

Through these tests, you will be able to determine the basic elements that should be kept to help your users navigate your website, for example, the search bar icon at the top of your page.

You will also be able to identify unnecessary elements to eliminate what could confuse users and affect your bounce rate and conversion rates.

Questions to ask yourself

  • Could your website be faster?
  • Does your website look up-to-date?
  • Does your website maximize conversion?

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    Juviler, J. (2021, May 27). 9 Guidelines & Best Practices for Exceptional Web Design and Usability. HubSpot. November 19, 2021. Online.

    Internet live stats. (n.d.). Total number of Websites – Internet Live Stats. Retrieved November 19, 2021. Online.

    The Daily Egg. (2021, March 2). Poor Sales? Maybe You Need a Website Redesign: Here’s How. Retrieved November 19, 2021. Online.

    Statista. (2021, July 12). Mobile internet usage worldwide – statistics & facts. Retrieved November 19, 2021. Online

    Godin, C. (2021, November 10). Pourquoi prioriser les données marketing? Retrieved November 15, 2021. Online.

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    Caroline Godin

    Billy.Social Présidente et fondatrice

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