How to avoid a website redesign FAIL.

Should you redesign your website? Probably not. In this episode, Peep discusses reasons why people choose to redesign websites and how these reasons usually cause the project to FAIL or can fail due to poor management. Don’t think radical redesign, think evolution.

 
When should you do a radical redesign of your Web site? There are really three reasons why people redesign their websites. The most prominent one most common one by far is that the people who run the website they get tired of looking at their own Web site like they visited every single day. They get tired of looking a looks all and boring because you know you see it every single day seven times a day and is like oh man I just want something new. Wouldn't it be cool if we went for something new and refreshing? That is the number one reason way where companies redesign their Web sites and it's a stupid ass reason.

And that's what that's not a reason why you should redesign
your website. Second reason is that you go for a brand refresh or maybe your

brand completely changes.
Maybe you know something about your brand completely changes and then it makes sense for business reasons that you would want a new website that reflects the new brand. And third is a very good reason. But doesn't happen often is like when your website is just outdated uses outdated technology like back in the day when flash was a thing. You know you have had a website built in flash and then Apple set and now more flash then of course you had to redesign your website and it's most mostly behind the scenes architecture.

That's that's.
That needs to change right. So that is a very legit reason for redesigning the Web site. The first one the most common one. Like I just don't like my website that much or I saw a new shiny thing on somebody else's website instead of a radical redesign. You should go for that again evolution or to redesign the threat with radical redesign. Is that in most cases it fails and it fails in a way that you

spend all the time.
First of all thinking about what the new website should be like and then you spent all the time and money designing and building the new website either in-house or you outsource to an agency you know like, often it takes a year even longer to year sometimes and then you roll out your website and the conversion rate in

revenue per visitor is exactly the same.
So you spent all the time all that effort all that money and it made no effing difference to your business. Does that make business sense. So you imagine going through your board and saying hey I have an idea let's work on a project for the next year or two. Spend one hundred thousand dollars and ten people's full time job you know time and it will make. And it will do nothing for our business.

Like who would approve that but they want the shiny new toy.
That's why new websites get approved. Like somebody makes a business case but it doesn't work in reality. Another thing that can happen and which is like maybe 20 percent of the cases is that the performance actually goes down. It's not uncommon at all like Google Marks and Spencer redesign rollout. Like how they basically spend millions and the deal work. And they had to switch back to the old website and there are many cases like this like if you Google this stuff you'll see many case studies where expensive websites were rolled back because they just performed terribly and sometimes it's just that the new idea the new architecture was terrible.

Sometimes it's because of the bugs.
Let's see it's a lie. We had a person from Dell talk about the Dell dot com redesign a case study where they and this is a Web site that does over a billion dollars in sales online. And so they built the new website. It was meant mainly about the behind the scenes architecture change. Also new front end they're out the Web site too. I think maybe a 1 percent segment of the traffic and the revenue per visitor was down like 30 percent or some some insane amount of percentage points.

And and then what is it.
What is it what is it. Oh and the that if I like 10 15 usability issues or UX issues and then went back and redesigned some of the elements tested that again and the results were even worse and they're known only after much digging they realized that it was a bunch of JavaScript errors and that people were unable to complete purchases. And then after fixing all the bugs which is very common with every new Web site. Finally they got the result that they wanted but so.

So really radical redesigns costly and risky.
So instead we'll think about Amazon. When was the last time that Amazon radically redesigned their website dancers. Never. So if you look at Amazon Web site from 2014 2010 7 2002.

In any other name.
It's pretty much the same thing. Of course that like the small elements have been fine tuned and there you know it looks different then better now than it did. But every single change is rolled out as an experiment.

This is true for all optimization focused companies
like booking dot com has been doing optimization since 2007 and their website has also not dramatically changed since then because every single change on the web side is rolled out as an experiment or as a sequence of experiments. That's the approach that you should take as well. You optimize your Web site bit by bit. Page by page template potential. All this through testing because otherwise bad things will happen to you. Now if you absolutely must go for a radical redesign.

That decision has been done.
The way to do it is that you need to do a thorough all conversion analysis on your website to identify which particular templates and by templates I mean like if it's an e-commerce site like a product page template category page template card check out and so on. Which of these pages are templates are performing pretty well and which are not let's say on your checkout page you have a 90 percent conversion rate visit to completing purchase 90 percent.

That's great.
Don't change a fucking thing. Of course you can have a do you know cosmetic facelift change the colors but where is what. That how we do works don't change that. Don't mess with that. And it works perfectly. If say the conversion rate on the checkout page will be 20 percent. Now you want to radically rethink the experience and have a completely new approach to what the pages. Same goes for the product page at any page on your website. If it performs well. Don't mess with how it works and what goes where only missed with the cosmetics if it doesn't work.

Radically rethink.

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How to avoid a website redesign FAIL.