March 17, 2019

Should I Re-Design My Website?

When was the last time you gave your website a facelift?

Chances are, if your website hasn’t seen any changes for a while, or any new features to dazzle your potential customers, then it’s probably time to change a few things up!

There comes a time in every website’s life where a re-design is essential to keep your business moving forward. This may be due to your leads possibly decreasing, changes in customers’ expectations, and the ever-changing technology evolution, among other things.

Whatever the reason, re-designing your website can be a daunting task filled with uncertainty and confusion.

So, where should you start? Check this article out for more ideas.

Reasons to re-design your website

There are several reasons as to why you might want to re-design your website. Maybe your visitors aren't converting? Are the bounce rates too high?

Maybe your website doesn't reflect your business goals and vision any longer, or worse - it's not mobile friendly.

Getting down to it and understanding your reasoning and the needs of your buyer personas is essential before you even think of reaching out to a web development agency.

If that happens to be Lexa Digital, then we WILL ask the question as to why you want a website re-design. 

Below are the 5 tell-tale signs that you should focus on, before anything else:

1. Not mobile friendly or responsive

We've all come across a website that isn’t mobile-friendly and it’s usually extremely frustrating. Ask yourself – did I hang around and try to navigate my way around a screen that I couldn’t see properly? Could I read the drop-down menus without zooming in on them?

The answer is most probably “No”, and it will be for your customers too if your site hasn’t been optimised for a mobile device.

83% of Australian mobile users will abandon a website if it is not responsive for their mobile phone.

2. High Bounce Rate

Google’s definition of “bounce rate” is the measure of how many users leave the page they entered on, without interacting with a single page element.

That means the user came onto your homepage, for example, scrolled for a few seconds, and immediately left without clicking a single link. Instant fail.

You’ll want to fine tune your pages to reduce your rates as much as possible and ensure that users are staying on your site and perusing and digesting your content.

For more in-depth info, click here.

According to many Google Analytics experts, bounce rate percentage for e-commerce sites over 35% is a cause for concern, and anything above 50% is “worrying”.

3. Users Are Confused By Your Navigation

Your website navigation is the lifeline that your visitor needs in order to find what they want, where they are on the website and where they should go next.

With poorly-designed navigation, you could be giving your users a less than average experience, ultimately confusing their journey, thus resulting in higher bounce rates, and less sales for you. 

A great place to start is to simplify your navigation menu and keep it “sticky” so that it scrolls with them. This way, your visitor has access to everything they need as they click through your site. 

79% of customers who report dissatisfaction with website navigation are less likely to buy from that same site again.

4. Long Load Time

Again, we all know the frustration of landing on a site, only to be greeted with a white page, a loading bar going nowhere fast and/or a loading icon (commonly called the “Coloured Circle of Death”). You usually hit the back button right away, right? Most people do.

It’s really important that your website’s visitors don’t have this same experience. 

For tips on how to reduce site load time, see here.

Long load times have a negative impact on your overall user experience and can lead to people leaving your site before it loads and increasing your bounce rate (see what I did there again?).

And remember, Google takes all of this into consideration when ranking websites on their SERPs.

By improving a mobile site’s page speed from 8 seconds to 2 seconds, conversion rate can increase by 74%.

5. Looks Outdated

Possibly the biggest and most common reason for a website re-design is if it’s visually dated or not presenting your brand or company in the best way. 

Let’s face it, there’s nothing worse than clicking on a site only to be greeted with something that looks like it’s straight out of the 90’s. Am I right?

For example, this is what Google's website looked like when I first started using it in 1998!

The truth is that most people judge books by their cover, and if your website looks outdated, isn’t maintained, or doesn’t match your brand elsewhere, it’s going to negatively affect the trust your users should be building with you and your business.

70% of US users in 2018 said they wouldn’t trust a poorly designed website, as it comes off as “unprofessional and out of touch”.

Wrapping Up

Your website can be a major source for leads and revenue, and if it isn't, it might be time to take a close, hard look at how it's performing. 

Your prospects visit your website to decide whether to buy from you and if they aren't satisfied, they will leave and quickly forget about it.

There are a lot of signs that you may need a website re-design, even beyond the ones we’ve discussed here, but by focusing on user experience and seeing if your current site has any of these tell-tale issues, you should be able to determine if you’re in need of a full website re-design, some small changes, or if you’re set up for success.

Still not sure? Let’s talk! We’re always happy to help you figure things out.

Ready for Action?

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