How to safely redesign your website without destroying your businessHexRowAdminLogin
Opting for redesigning a site is a challenging decision! You can’t firmly say that the new design would be successful.
You have to look at the possible risks of new design like bugs, incompatibility with browsers, slow page speed, and reduced conversions. Dealing with all this can be tough.
Still, Redesigning if done appropriately can boost your business. You can learn from Facebook. This huge social media platform performed an entire redesign. The outcome you can see, it is still popular in its niche!
In this article, let us deeply discuss the concerns and consequences of the site redesign. We will also prescribe proven tips to reap the most.
Let us start with the list of concerns we have before redesigning a site-
- Will my new site work on all browsers?
- Will it invite unfixable bugs?
- Will redesigning decrease the page speed?
- How the conversions would be affected?
- Will it drag down my site ranking to the bottom?
- Will I be able to deliver the brand message properly?
Yes, there are tips and tricks to get rid of all these worries.
Here are a few aspects you should keep in mind while designing your site.
- Identify your ideal customers
Research deeply about the ideal customers of your business. You are developing the site only for them. Their taste, expectations, and interests should influence the site design.
Make a database and segment your customer avatars. Gather data about their lifestyle, profession, status everything.
Use the data to build an impressive design, that appeals to your target audience.
- Do user testing
By user testing, you can spot the weak points in the old site. A tool like Usertesting.com allows you to collect feedback from the users. Users would give you honest suggestions. They would point the elements that they didn’t like on your site.
You can use this feedback to fix the loopholes in your new design.
You can also use the tool- Peek, which is free for the first five minutes.
- Post-launch announcement
Tell your audience about the redesigning you have done. Also, explain to them the reasons behind it. So, that they will be aware of the new features, and would visit the site excitedly.
For example, when oDesk changed to Upwork, they immediately spread the word. The company CEO wrote blogs to explain the backstory and new features. They also conducted webinars to make everything clear.
- Take post-launch feedback
Don’t sit back after you launched your new site. Start collecting feedback from users. For this use tools Qualaroo and UserTesting.
The major worry while redesigning is, “will I lose my traffic and conversions?”
Let us see how can you solve it with practical case studies.
After redesigning a site, you will have to use 301 redirects. MATT CUTTS has stated that your page rank drops by 10 to 15% after you use such redirects.
You can’t stop using redirects, but you can make up for the page rank loss. The alternate solution is to enhance the engagement factor. With an efficient web design, you can increase the page view, the number of pages per visit, visit duration. You can also reduce the bounce rate by site redesigning.
The elements you must update-
- Update your customer relationship management.
- Restructure your sales and checkout process. Minimize the steps and ensure simplicity throughout.
- Update your old URL if the domain name is not that professional.
- Target new and more valuable keywords in your site. Use different tools like Ahrefs and keyword planner to filter the best keywords for your business.
Optimize your content-
With site redesigning, comes the opportunity to optimize the old content. Start with restructuring the titles. Revisit the meta descriptions and optimize them. Replace low-value phrases with rich keywords.
The minute aspects to redesign-
- Remove the robots.txt files from your site. They restrict Google crawlers from indexing your webpages.
- Restructure the internal and external links. Ensure a simple and logical architecture that binds all the webpages.
- Update the site tracking code.
- If you have a “Learn” section in your site, place it at the header. Moz has revealed that this works great for a site!
- Make XML sitemaps for the newly designed site. And submit it in the Google Webmaster Tools. It facilitates quicker indexing of your web pages by Google. A site called Razoo achieved more traffic from maximum keywords and webpages after updating the site maps.
- Make a custom 404 page and link it to internal webpages on your site. In this way, TechCrunch has increased its site traffic by 9% in just 30 days.
Steven MacDonald, an expert from marketers conducted research on outcomes of site redesigning. He took two sites and experimented.
Here is how he treated the first site-
- Did not make a new XML sitemap after redesigning.
- Did not cut down the 301-page redirects.
- Did not optimize the 404 error page.
- Did not update the content, page titles, meta tags, and meta descriptions. It resulted in duplicate content.
The result- The site lost 34% organic traffic after redesigning.
Let us look at what happened with the second site.
- The XML site map was immediately made and submitted to the Webmaster Tools after launch.
- THE old URL was replaced with a more professional and user-friendly URL.
- 301 redirects were tested and optimized.
- Traffic was consistently monitored, which kept flowing through organic searches and referrals.
The result- This site lost only 4% organic traffic after redesigning.
Hence, it is clear that you should treat your site as the second example. Then you can minimize the possible loss in traffic and sales.
Lastly, don’t forget to keep an eye on metrics like keyword ranking loss, 404 error page spikes, and loss in traffic. And keep checking whether Google has indexed your webpages or not.
So, this sums up our recommendations for your site redesign venture. Now focus and implement the above-mentioned strategies.