Any website needs ongoing maintenance and optimisation as standard, but sometimes more drastic changes are needed. If your inbound marketing efforts are bringing in plenty of targeted, relevant traffic to your website but performance is slipping, chances are you need a website redesign.
In this article, we’ve got five warning signs that suggest your website is in need of some design improvements – and how you can determine specific problems that need fixing.
Low conversion rates are the most obvious sign that you might need a website redesign. Before you start making any design changes though, you need to be sure the it’s actually the design of your site that is contributing to low conversion rates – because the problem could be elsewhere.
To rule out other causes, make sure the following things are already taken care of:
If your inbound marketing strategies aren’t bringing the right kind of visitors to your website then, of course, conversion rates will be low. Even if you’re generating the right kind of traffic, they’re not going to convert if they’re greeted by weak landing page messages, so it’s vital your landing page design is the best it can be.
If you’ve got all of the above covered though, a website redesign is probably the way forward.
The most obvious warning signs are:
If your UX metrics are in the red and you’re confident that you’re bringing in the right kind of traffic to your website, maybe something is wrong with the content on your pages or the experience of using your site.
Google research repeatedly tells us that pages should be loading in under three seconds to have a minimal impact on conversion rates and other KPIs. Yet, separate research from Ubounce suggests marketers aren’t in as much of a hurry to improve loading times as they should be.
If your pages are taking longer than three seconds to load (on mobile with a 3G data connection), then loading times are hurting your marketing efforts. The good news is that you can take this opportunity to get your pages up to speed and get ahead of your competitors.
Mobile optimisation has been a ranking factor since Google’s “mobilegeddon” update in 2015, but even Google isn’t as demanding as real-world users when it comes to mobile user experience. So, even if your site is optimised well enough to please search algorithms, this doesn’t mean people visiting on mobile are going to be happy.
As things stand, mobile conversion rates are roughly half of what they are on desktop and tablet devices, despite generating the majority of traffic for most brands. So you need to segment your data for different devices types and compare how all of the warning signs we’re looking at in this article stack up.
Pay special attention to performance on tablets, if you’ve got a responsive site that delivers a very similar performance on mobile and tablets. Low conversion rates on tablets compared to desktop could suggest your responsive design needs revising.
If your UX metrics are looking fine and you’ve got loading times sorted out, but you’re still having problems, take a closer look at what people are getting up to on your website.
At this point, you want to check that users are following your sales funnels and engaging with your site in a way that keeps them moving towards the next conversion goal.
Here are some key steps to take:
These steps will tell you whether significant design/testing work is required and where to focus your efforts.
If you need help diagnosing performance issues with your website, get in touch with us today. We have a team of website design and UX design experts in-house so you’ll be in good hands.
Lisa was a Creative Account Manager at Vertical Leap and has over 14 years agency experience. Lisa started her career as a graphic designer, before moving into account management. She specialises in creative, website development and user experience.
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