Website redesign or re-engineering can be one of the best option to provide a new outlook to the site which may enhance sales on the site. Redesign can either be a huge success or failure depending upon the strategy adopted. A clear vision regrading the redesign and its outcome must be analyzed to choose the best method to achieve optimum performance of the site. The various stages to redesign sites include strategy, plan, design, build, optimize, launch, and analyze. Among the seven stages, strategy plays a key role in re-engineering. Some of the strategies adopted for website redesigning are discussed below.
#1 Current metrics
Before starting to redesigning, the current status or metrics of the site must be thoroughly analyzed. This is one of the prime strategy to know more about the current site and its benefits and flaws to redesign new website. The number of unique visitors must be noted. The bounce rate and the time on the site must be analyzed. It is vital to note the top-performing keywords which brings in more traffic to the site.
Number of inbound linking domains shall be noted. The total number of new leads, sales generated per month, pages indexed, and pages that receive traffic should be analyzed before adapting to newer strategies for redesigning. Google analytics can be very useful for tracking and gaining visibility on the website performance.
#2 Redefine Goals
Rather than how a website looks, it is important to know how it works. One should be clear about why a redesigning is needed and identify goals which may be useful for measuring results. The entire team, designers, or agency must be aware of the clear objectives or goals to move forward with redesigning.
Some of the common data-driven objectives for the site may include increasing number of visits, reducing bounce rate, increasing time on site, improving domain authority, increasing number of new leads, increasing total amount of sales generated, and enhancing current SEO rankings for prime keywords. Some of the objectives are depended on one another like for example, one has to concentrate on increasing traffic by reducing bounce rate in order to generate more sales conversion on the site.
Before implementing the new website design and content, one should be clear about the branding and messaging such that it is consistent across the site. This is a unique strategy that helps to establish the name of the site among the visitors who may be influenced with branding.
#4 Identify buyer types
There may be different types of buyer who may seek your site for different purposes. All the possibilities for the buyer type must be clearly defined and identified for providing better redesigning. The strategy may be identified based on the customer type who may have prominent role in the site.
#5 Protect SEO pages
The pages that receive the most leads must be identified. For the highly valuable pages, proper 301 redirect should be planned. All the redirects from old urls to new urls must be managed properly such that you do not lose the most SEO’ ed pages. Your efforts put can be retained using this strategy which protects SEO pages with proper redirection. The keywords must be identified and focused properly. On-page SEO best practices must be adopted to optimize the pages on the site.
#6 Competition Analysis
Performance of your site must be analyzed such that it stays ahead of competition. Diagnostic tools available in the market can be used to evaluate your competitor’s site as well which will show the strengths and weakness of your own site which can be useful for redesigning effectively.
#7 High performing asset
The high performing assets of existing website includes the more shared or viewed content, high trafficked pages, best performing ranking keywords and associated pages, number of inbound links to individual pages etc. Removing a potential page while redesigning may affect the SEO credit of the site. Auditing the site thoroughly helps to resolve this issue which can list strategies to maintain and update critical pages.
Hence adapting to the above listed strategies is essential for the success of site re-engineering. Once strategy is made clear, then one can follow the other stages of redesigning such as planning, designing, building, optimizing, launching, analyzing etc.