Let's get one thing straight. Your website is really, really important. It quietly represents your brand and value proposition. It dutifully sells your products or services. It implicitly engages and informs your current customer base. Bottom line? Your website should either be directly driving business impact or somehow being attributed to overall business impact.But how do you know if your site is actually delivering on that mandate? When it comes to redesigning your website, the answer to that question is everything.
Oftentimes companies either don't know how to measure or don't take the time to check if their current site or their redesigned site is being used as intended. If you're exploring a website redesign, don't fall into this trap. The following are some general strategies to make sure you effectively navigate the planning process for your next website.
Gather feedback within your organization of what people like and don't like about the site. Consider using a tool like Survey Monkey to distribute internally and quickly learn from people looking at the site through a different lens than your own.
Ask open-ended questions along the lines of:
Don't stop with internal feedback, though. There are a TON of free and easy-to-use tools that can help you discover a lot about your current website. Entering into any redesign project, you'll want to know things like:
When you've had some time to review this data, assemble a quick recap to share with your internal team and have a conversation about what you found.
With your new website, it's important to remember that you're doing a redesign for a reason. Make sure you know what that reason is.
You may be trying to:
Assign quantifiable metrics behind whatever reason(s) for redesigning your site. As an example, if you're trying to increase the monthly influx of phone calls driven from the site, great! Try to imagine and account for a realistic scenario in which your new site is driving a higher volume of those calls. Here's what this may look like:
With these metrics written down and discussed, you'll be in a great position to enter into the next phases of scoping a full website redesign project.
New websites rock. But their loooong design/build/deploy process? Not so much. What if all that time and money could focus on improvements post-launch (not before) with design decisions driven by actual user data (not assumptions)? And what if your new site could be live in 90 days or less, too? Here’s an Epic game-changer: Growth-Driven Design (fondly known as "GDD").
Want more info? Let's talk.