You Don’t Need a New Website

Well maybe you do but let’s get some perspective first.

You don’t need a new website. That’s a pretty bold statement, but in many instances, you may not actually need a new site – or at the very least, more data is required before beginning that process. After all, your website is your first line of defense, the first things customers see, your first impression. Redesigning it isn’t a task you should take lightly – especially if you haven’t figured out exactly what you’re redesigning it for.

A website redesign can be costly and require a substantial time investment. Unfortunately, many companies jump into a redesign looking for a magic bullet to assist in their lead gen and capture process without any analytics to support their assumptions. Why would you immediately go to redesign when you don’t know why people aren’t engaging with your content or worse, not converting at all?

If you are not getting the results you’re looking for, there are fairly easy-to-use tools with enhanced analytics dashboards that can help map the customer journey so you can see where visitors are going (or not going for that matter). Examining your site’s conversion metrics will provide you with a clear idea of what needs to be done in the redesign process and help answer questions like:

  • What devices are your visitors using to view your site, and are you optimized for those screen sizes?
  • Is the site message diluted with marketing slogans and too text-heavy?
  • Do your landing pages drive conversions, or are they too confusing and provide little reason to convert?
  • Are you providing calls-to-action (CTAs) to convert visitors into leads?
  • Do you have tools in place to nurture leads into customers?

Armed with this data, it’s easier to guide site visitors down the end path and accomplish your true goal – conversions. And prettiest doesn’t always win the prize. Sometimes simple and straightforward converts like crazy. It’s about the message, the layout, the CTA. Even though it may not be the prettiest, if the message is right it accomplishes the goal — conversions.

More than 7 in 10 (73%) say content “must display well on the device” Adobe

Perhaps the site design really isn’t the issue. Rather, it’s the content strategy and CTAs that are lacking. Or sometimes it’s the little things. According to KoMarketing, 36% of visitors will click on the company’s logo to reach the homepage. Something as simple as not having your logo hyperlinked back to the homepage can make a big difference. That means small hiccups in the digital experience may cause users to leave your site.

According to Adobe’s research, some key reasons consumers give up on content:

  • Images won’t load – 39% stop engaging
  • Pages take too long to load – 39% stop engaging
  • Content is too long – 38% stop engaging
  • Content is unattractive in its layout or imagery – 38% stop engaging

Before jumping into a massive website redesign, it might make sense to take an iterative approach and do some A/B testing of what works for your audience. This strategy will help you use the information you’ve gained wisely. Knowing what works and what doesn’t is invaluable. Now you can plan accordingly and ensure your users’ needs are being met.

While slower, this thought out approach means your users potentially won’t even notice that you’re making changes. Each change you make should should be purpose driven and seek to solve a known problem. By monitoring the data and making educated decisions, you’re honing in on a finely tuned conversion engine.

Ask yourself:

  • Will my customers be upset or setback by a major overhaul?
  • Do I have all the answers I need to make a significant change?
  • Can I reduce my exposure by making small changes to a major feature?

Of course some websites are extremely outdated, under perform and need a serious overhaul. So maybe you fall into that category. But the right thing isn’t necessarily to jump immediately into a massive redesign if you’re not converting. You need to know why this is the right thing to do. After all, your website is meant to generate business. If it’s not converting, it’s time to find out why and hone in on that.

Looking to drive more leads and capture more sales? StitchDX can help.

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