And it usually is.
Too many managers and business owners make the most fundamental mistake in trusting their gut feeling when they are redesigning their website.
The problem with this approach is that they don't know what is wrong with the current website in the first place. So when they start redesigning, they unknowingly also removing the good elements of their existing website that are making money.
The famous example of website redesign gone wrong is Marks & Spencer's effort to redesign a website. The whole project cost them £150 million, and in the end, what was supposed to increase the sales ended up in an 8% drop in sales, which meant a £55 million loss in the first six months after re-launch.
At WeConvert, we rely on strategy and the data, as they can help us avoid all the pitfalls that website redesign hides and give us predictable results.
We are using a winning strategy for redesigns that will ensure that we only fix what is broken on a website and don't touch the parts that are already working.
Our first goal is to understand your visitor's onsite behavior and motivational needs and desires. To find out these, we are using both qualitative and quantitative research.
In our research methods, we are focusing on both usability ("I can buy it") and psychology ("I want to buy it")level.
Only by doing so can we ensure we get a good understanding of what motivates users to buy on your current site, as well as what prevents them from doing so.
Since website reconstruction is never only about the design, we must spend some time to analyze the existing content of your website.
Our goal is to understand what content already exists and the role it plays in a customer's buying process.
Using Jakob Nielsen's heuristics framework, we will analyze your website for finding usability problems. We are also looking for gaps in the content that might cause friction in visitors' minds.
We are focusing on the following questions:
• What do our users need to hear from us at this stage?
• Do we need to reassure them more?
• Do we need to provide any additional information?
The next step is to take all the learnings we have accumulated so far and build a prototype of a new website.
First, we create a prototype in the form of a wireframe.
Then, we show these wireframes to users and stakeholders and make changes based on their feedback.
Eventually, the wireframes become a clickable prototype, which is what we use for usability testing.
Before we develop your new website, we want to make sure that we did everything right. So we want to put it to the test by conducting user testing.
We are testing our newly developed prototype on people who are similar to your targeted audience and watch how they are using it ( where are they clicking, what they like on it, what bothers them).
Then we take the learnings and apply them to fine-tune our prototype.
This is the part where we finally develop prototype into a real live website and test it in the real world, and visitors.
This is just the first step. Now, continuous optimization begins (and we can help).