The most effective website redesign strategy stepstocreatewebsite com
I have an exciting case study to share about the Evolutionary Site Redesign (ESR) strategy!
http://www.stepstocreatewebsite.com/
We’ve shown it to be the better website redesign strategy for several companies, from mid-sized for Fortune 500, and the stories are exciting. We’ve literally seen Fortune 500 clients of ours scrap their redesign projects mid-stream in favour of switching to an ESR approach. For real.
But first, let’s take a step back: what is ESR and how is it the most effective website redesign strategy?
It’s no secret that the traditional website redesign process is broken.
Many a well-meaning web manager has had their hope dashed in the experience. If you’ve been one, you know what I mean… the white knuckles and sweaty brow on launch day.. fingers-crossed hoping for a smooth transition.
But, it often isn’t smooth. More often than not, they end up over-budget, over-due, and under-performing. We’ve had clients come to us after flipping the switch and seeing a 20-40% drop in conversion rates.
Ouch!
Yet companies have become trapped in the website redesign cycle.
They’ve been fooled into thinking a redesign will lift conversions and revenue. You might assume a beautiful new design, following the industry-accepted “best practices” will increase customer trust and therefore your sales.
That’s a false hope.
And that’s not the only problem with the traditional “revolutionary” website redesign.
The old website redesign approach
Unfortunately, the creative process used by most agencies and marketing departments don’t consider the risk they create.
To understand your risk, think about the number of changes you make during a redesign. Multiply that by the depth of change for each element. Imagine for a moment the list of changes proposed during a creative meeting.
You’ll change the home page headline, imagery, site-wide template layout, navigation bar design, fonts, shopping cart or form layouts, and many more.