Planning to redesign your website? Before you dive in, make sure you know how to avoid these four commonly made mistakes that will undermine your conversion optimization efforts.
1. Failure to Create a Strategy
Jumping into a web site redesign without planning first will ensure that you major on the minors and leave the majors undone.
Your strategy should include a cohesive advertising theme that corresponds to your offsite marketing and pay per click campaigns. Focus on building your brand, not just building your site.
You’ve just performed a website redesign, and your landing page conversion rates have dropped through the floor. You’ve got several ideas regarding what the cause might be: the new call to action button should be orange, not red; the headline should be larger; and the navigation bar across the top should be moved to the side. You tell your design crew to start tweaking, anxious to get those rates back up where they should be.
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.
David Fuller of Fuller Money first introduced us to the concept of Baby Steps at a stock market class we took from him on Behavorial Technical Analysis. He had developed a method for gradually entering a commodities position in small bites and then gradually exiting the position in the same way, during very difficult market environments.
Carl and I just finished one of our “discussions” about what works (for our business, our website, life in general, etc). As usual with us, the one with the highest conviction wins. In this case it was the first paragraph of our Ongoing Support (you can find it under the services tab). Carl felt strongly that what I had written was just not punchy enough. It wasn’t making the sale.
If you keep visitors on the surface of your website, they’re going to slide off. The job of your website is to lure them into your world.