When was your last design activity on your website? A redesign is a great way to recharge and breathe new life into your online presence.
According to data from HubSpots 2013 Website Redesign Report, most companies undergo a redesign every 6 months to 2 years.
But not all good intentions end well. The same research report discovered that approximately 1⁄3 of marketers were not happy with their last website redesign. And worse, 38% of companies’ website performance did not improve after a redesign. So, why go through all the pain with so little gain?
Why Revolutionary Design Fails
“Throw away all of your current assets, and let us make it for you again.” - Would you let your other suppliers sell you this line?
Would you listen to a car dealership that told you to go and give your year old car to a scrap person and then buy a new model?
Regardless of how many people are involved or how many hours internal team members spend on perfecting every pixel, the epic redesign is one of the most haphazard and careless decisions a brand can make.
Overtime as new web standards are introduced and old ones retired. The web moves forward, and your agency can use this to sell you an upgrade.
What you end up doing is throwing away your conversion rate and all other statistics that you know with your current site, and taking a huge risk on what the stats will be on the new site.
Throwing the baby out with the bathwater
Changing too much at once makes it impossible to determine what specific changes result in increases or decreases in conversions and revenue. For example, your new lead gen form design may be great, but what if the new design of the page it resides on leads to increased bounce rates?
Your redesign efforts become a game of heads or tails, with no clear way to know what to improve or what to stop doing.
Designing in a vacuum doesn’t allow for the collection and analysis of data. Before a designer touches a product, there should be an analysis phase to pinpoint areas for improvement (e.g., need to increase conversions like sign-ups, downloads, or purchases).
Evolutionary Based Design is the art and science of using strategic A/B testing to ensure your design updates lead to increases in conversions and revenue. This approach works best in scenarios where a brand itself is not broken, but its core digital product (e.g., application or website) needs to be improved.
Evolutionary Based Design
An evolutionary approach to revamping your product gives you the benefit of blending both art (design) and science (analytical analysis) into a single process.
You’re probably asking yourself, if ER is so great, why haven’t I heard more about it? The short answer is the revolutionary approach is sexier and more exciting. Digital products are often judged solely on their visual qualities, which leads to the misconception that as long as a product is using flashy new trends (e.g., responsive design, parallax effects, background videos, long scroll pages, etc.), it will be successful.