Posts Tagged ‘when to redesign’·
Wednesday, April 4th, 2012
Many website owners wonder how often they should redesign their site to stay current. There’s no hard and fast answer. Although many have tried to convince people that there is.
With the rapid changes in the technology space, you may be feeling a bit paralyzed when it comes to deciding whether or not to redesign your website. Should you do it now, in three years, maybe five? Don’t worry, you are not alone. Most business owners don’t know and even many designers simply pull a number out of a hat, unfortunately.
So, exactly how often do you need to redesign—it depends.
How often you redesign depends on your users’ expectations
If you have a site that is geared towards the elderly, the frequency of redesign would be rather minimal. The reason is that this particular demographic is just now getting used to being online. Their expectations are quite low.
In fact, if you redesign too often you may alienate users in the older demographic as they tend to value consistency and predicability more than other demographics.
If your site is geared towards a younger, more web-savvy demographic you may want to consider redesigning your site more often. How often? A good rule of thumb is 3-5 years.
However, there are some other considerations you should take into account.
Low conversion rate
If you are not tracking your conversions on your website, get started today! This is key information that will give you insight to how well your website is performing. Without trackable conversions, you really don’t have any idea about your site’s performance.
If you are tracking your conversions and see that you could use some (or a lot of) improvement, plan on redesigning soon. And here is a tip: don’t look at your competitor’s websites for inspiration, they’re probably not getting any better conversion rate than you! Hire a web design studio that understands conversion optimization and lead generation. That way, you not only will have an attractive site, but one that builds your business while you sleep!
This is a tricky one, because many people view design as a subjective discipline. But, go with your gut and the reactions of others. Get together with some people who you know will be brutally honest with you. Ask them what they think of your website. Hopefully they won’t just flatter you and say that your animated gifs and comic sans font are great. Get them to tell the truth.
A better way, however, is to benchmark your site with a more successful company (not nessesarily in your industry).
Look and see if there site is:
- Easier to use than yours
- More aesthetically pleasing
- More professional
- Mobile friendly
- Constant with other marketing messages and materials
If the answer is ‘yes’ to one or more of these attributes, then you may want to consider a redesign.
Get a website evaluation
Having your site evaluated by a professional is probably the best way to know wether or not you need to redesign your site. They can go over key points including: design, usability, brand messaging, mobile optimization and conversion optimization.
If you’re not sure if you need to redesign, but feel that you might, get in touch and we’ll give you a free 15 point website evaluation.