Redesign Your Website One Button at a Time

If you’ve just launched a website or a completed a redesign, you may be tempted think that you can sit back and relax, letting your website run for a while without any more changes. After all, you’ve put a lot of time and effort into getting it just perfect. Why start tweaking things now?

If you view web redesign as a one-time overhaul that incorporates major changes once or twice a year, it’s time to rethink your strategy. While redesigns of this type can be helpful at times, both you and your viewers will experience less frustration and greater satisfaction if you aim for continuous improvement to increase conversion rates.

Familiar Territory

Most people are more comfortable around people and things with which they’re familiar. You drive to work the same way every morning, but if you suddenly encounter an unexpected detour, your whole day feels out of sync. The same is true for your website users. They get used to seeing certain things and they feel comfortable with the way things operate. Throw in a major change and you’ll frustrate a large portion of viewers. If you implement continuous improvement to increase conversion rates instead, however, you can make those major changes a step at a time, giving people time to adjust without feeling overwhelmed.

In With the New

New technologies and capabilities pop up every day, giving web designers a million new tools to play with as they build websites. If you wait to implement these ideas until your scheduled annual or semi-annual website revamp, you’ll quickly fall behind the times. Continuous improvement to increase conversion rates allows you to implement some of these new capabilities immediately, keeping your site up to date while also helping your customers become familiar with new ideas gradually.

Testing Philosophy

Testing is the key that unlocks the door to continuous improvement to increase conversion rates. By testing each change you want to make, you can determine which ones will benefit you and which ones won’t. The testing process remains manageable when you can test individual items rather than trying to test multiple items or whole pages of new content. When you commit to continuous testing, you open the door to increased conversion rates and improved overall sales simply by making small incremental changes over time.

No matter what stage of development your website is in, you can benefit from making small, continuous changes. If you commit to continual improvements, you may find that you never need to perform a serious redesign again.

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