5 Signs You Need to Consider a Website Redesign
Deciding when it’s time to undergo a website redesign can be challenging. There’s a ton of investment involved in a website redesign project, but it’s equally costly if your site is driving customers away to competitors, and you’re losing sales.
Your website should be easy to navigate, provide exactly what your customers are looking for, and neatly tied together by a jaw-dropping design. It may be a good idea to create web design personas to make sure that your website is truly meeting your customers’ needs and expectations. Nowadays, users don’t just want a great online experience, they demand it.
If you’re unsure whether or not it’s time to redesign your website, here are 5 signs to watch out for to make sure your website isn’t sending customers running away:
Your website design is outdated and off-brand.
Your website is your first impression to potential customers in the online world. What kind of impression are you making now? Disjointed messaging, inconsistent branding across your marketing mediums, or a design that looks like it just crawled out of the 90s is practically begging for a redesign.
Moving fonts, auto-looped videos, or flash players are some examples of outdated web design trends that were, at some point, innovative and cool, but are now plummeting your rankings, frustrating your users, and driving visitors away. If this sounds like you, it’s probably time to consider a redesign.
Your website should be consistent with all your branding, marketing, and sales efforts. This includes your company’s presence in both the online and offline world. If your company is undergoing a branding overhaul, your website needs to be a part of the rebranding initiative. You want your customers to experience a seamless, consistent experience across all mediums and channels to avoid a disconnected, and bumpy experience.
If you’re rebranding, chances are you’re going to be revisiting (or creating for the first time!) user personas. It’s important to understand how to leverage these personas in web design projects. By matching their needs to specific website features or functionalities, you’ll be able to create a killer online experience for your customers.
Your site isn’t mobile-friendly.
While desktop remains to be the leading device used to conduct internet searches, the use of mobile devices are steadily continuing to rise. According to recent data from Smart Insights, 80% of internet users own a smartphone, and 48% of mobile searches start with a search engine. So how important is it that your website look good on mobile devices? Google reports 61% of users are unlikely to return to a mobile site they had issues accessing and 40% visit a competitor’s site instead. (MicKinsey & Company) Yikes.
Despite the the fact that mobile search is on the upswing, many businesses haven’t yet implemented a design where the website navigation, content, and images are displayed correctly across all devices. It’s frustrating to zoom in and out using your fingers just to read the text, or to scroll to see beyond the screen’s frame. Your customers want the interaction with your website to be as easy and quick as possible. It’s the job of your website to deliver, regardless of the device or platform they’re using.
Your search engine rankings are slipping.
Have you looked at your rankings recently and noticed other competitors inching their way above you? Google is constantly seeking websites that provide the most relevant, useful, and user-friendly experience possible. If your website is filled with outdated software, plugins, or keyword-stuffed content, Google will begin to push your site down in the results listing. And with only 6% of users clicking past the first page, it’s critical to make your site as Google-friendly as possible.
Your Google Analytics metrics are dismal.
If you’ve been poking around in Google Analytics to determine the effectiveness of your website, you might have looked at factors such as: number of visitors, session duration, bounce rate, and conversions. Each one of these factors can be affected by a number of things. Here’s a high-level overview on how to decipher what your Analytics are saying about you:
If your number of visitors is low, this can be attributed to either a gap in marketing and promotion, or lower rankings due to the quality of your website.
If you notice that your session duration, or time spent on your website, is significantly lower, it can be an indicator that the website didn’t quickly convey its purpose, the user didn’t quickly find what they were looking for, or the content was of less-than-ideal quality.
The bounce rate is the percentage of people that left the site after viewing a single page. Average bounce rates vary by industry, but healthy bounce rates typically hover around 40%. If your bounce rate is sky-high, this can be attributed to a multitude of reasons. These reasons, in addition to several others, affect your bounce rate:
- Your site’s a navigational nightmare
- Your site ranks and gains traffic from irrelevant keywords
- Your website’s load time is painfully slow
- There are pop-up ads galore
Is your website ready for a redesign? It’s important that you have your goals mapped out for your website prior to your meeting with a web design partner. Come prepared with ideas, features and functionalities that cater to your customers’ needs, and examples of sites that you love. We’ve created this free, handy Web Design Personas Toolkit to help you get a head-start on understanding who your users are, what they’re looking for from your website, and map out the basic structure of your website’s navigation and core features.