Each website acts as a cover letter for a brand on the Internet; therefore, it must have the necessary elements to satisfy the customer.
On many occasions, the first approach that a customer has with the brand is through its website. Its design and the user experience it offers are factors that influence the visitor’s decision to become a customer or not.
There are certain elements that can improve the user experience on a website such as design, colors, typography and even images. However, you can have all of that and still not be successful. Why? Your site may be out of date and need a redesign.
It is not uncommon for a website to require a redesign from time to time. The time between updates is so short that it is common to have to maintain the site. You don’t necessarily need radical changes but you do need minor renovations to stay current. In this way, the flow of users can increase.
According to a BBVA Bancomer statement, the redesign of its website in Colombia boosted customer visits. Their new site went from registering 1.6 million visits in 2017 to 2.1 million in 2018. In addition, the bounce rate went from 55.5% to 32%, showing a reduction of 43.2%.
There is no precise formula or diagnosis to know if a site needs renovation. However, there are certain signs on your site that you can identify.
Your website is slow
In this case there is not much to think about. The redesign goes beyond a visual improvement; if your site is slow, it needs to be redesigned to improve its operation and performance.
Your image and services have changed
If you have changed your logo, color palette or there is a change in your services, it is time to change your website.
Years have passed since the last renovation
If you haven’t refreshed your site in a long time, it may already have a lot of outdated features. Review the latest updates and see if they can apply to your site. You can also monitor visitor activity and include features that make them perform the actions you want.
It does not work on mobile devices
According to the study of the Habits of Internet Users in Mexico 2018, 76% of Mexicans use a mobile device to connect to the Internet. Therefore, it is likely that most visitors do so using a smartphone. If you don’t offer a good mobile experience, you may lose them.
Once you identified the elements that you know should change on your site, it will be time to take action. Some of the things you can do to have a successful renewal are:
1. Analyze your metrics
Analytics on your website can help you see what’s working and what’s not. These will help you to know your audience and the path they took to get to your site. Studying your metrics can also help you learn about trends and see how you can apply them.
2. Create a buyer persona
By having a correct analysis of the metrics of your website you can create your ideal buyer. Make a skeleton of the customer you want to reach, identify their age, profession, gender and tastes. Subsequently, adapt your site to please that customer.
3. Make an accessible design
One of the keys to the success of a website lies in the intuitiveness of its design. The most recommended is to hire a web designer who has knowledge of user experience.
4. Perform tests
A well-made website requires a lot of patience. Even when it is already finished, you should take time to do tests. The best thing you can do is to carry out different tests, for quality assurance and for usability. Thus, a site can be guaranteed flawlessly.
Finally, there is no correct formula or written recipe for a perfect website. The best thing to do is to constantly review it and update it from time to time. In this way, errors can be identified and customers will be more satisfied.