5 Ways to Avoid Website Redesign Failures. Website redesigns can become make or break moments for any in-house marketing team or external delivery agency.

Many websites re-launches fail to meet stakeholder expectations or destroy hard-earned digital marketing performance.

But this should never have to be the case.

There are tried and tested best practice approaches discussed in this article which will enable your future web redesign projects to protect marketing performance and satisfy key staff.

So, onto the ‘5 Ways to Avoid Website Redesign Failures’.

#1 – Verify that a Website Redesign is a Right Choice

Frequently site redesigns are scheduled as events.

This may be a bi-yearly freshen up of the brand, site, and offerings.

It may be something more substantial factoring in user behavior refinement, technology change, and structural overhauls.

Either way, you should not overlook the requirement for a redesign sanity check session, planning and evaluation body of work.

As you would expect, the outcome of this should steer any site redesign project.

Typical questions to ask as part of this decision-making process include:

• How is the site performing compared to current digital marketing objectives and KPIs?
• Is the user journey effective?
• Is there evidence of performance degradation compared to previous timeframes?
• How does the site score for technical performance?
• Does the site function as expected on the latest technology?
• What is audience sentiment like for the website?
• Where are people dropping out of the sales funnel? Can this be improved?
• What are website conversion rates like? Has this changed?
• How fast does key content load? How does this compare to the competition and industry standards?
• How does performance differ by marketing channel? Is this consistent with previous benchmarks?

According to my colleague and Creative Account Manager, Lisa Morgan:

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.

Source: ‘Five signs you need a website redesign‘, Vertical Leap, Sept 2019.

Source: https://www.stateofdigital.com/5-ways-avoid-website-redesign-failures/