How to Go “Zero to Hero” With Website Revamp For Better Customer Experience
In today’s marketing landscape, your website has become a more powerful tool than ever. Your website is a 24/7 salesman, and as such, it has the potential to be your most powerful asset and the centerpiece of your marketing efforts.
However, rapidly changing digital trends can make your website feel old and outdated. While sometimes a website revamp might be ideal, you may not have the time or money to invest in such a large project. To help you overcome this challenge, we’ve put together some simple ways you can improve your website to make it more helpful and useful.
Signs Your Website Needs a Revamp
Before we get into the stages of a website redesign, let’s take a look at the signs which indicate that your website needs a revamp:
Your bounce rate is high – A consistently high bounce rate is one of the prime warning signs that it’s time to update things.
You’ve got technical issues – If your site is taking too long to load, looks horrible on mobile devices, or has any other big technical issues – it is time for a website revamp.
Conversions are down – Let’s say that your bounce rate is actually pretty low, but your conversion rate is down too. While there can be many reasons for that (price, missing Call-To-Action, poor copy, etc.), one of those reasons is often poor UX optimization and website navigation.
It’s old – If your website has not seen any major updates in years, it’s already fallen behind the latest trends and best practices. It’s time to give it an overhaul, even if the only thing you need is to bring the outdated website design to the 21st century.
How To Improve Your Website In One Revamp
Got a website you’re not entirely happy with? Worse still, your customers aren’t entirely happy with it either. They’re not converting – and they’re not really visiting anymore.
Here’s the thing, a poorly designed website can kill your conversions, and your whole company. The importance of a website for any business can’t and shouldn’t be underestimated. But we get it, undertaking a website revamp can take up a lot of time, effort, and energy. Well, it doesn’t have to if you understand the key stages of a website revamp and stick to a plan. Moreover, once it’s done – it’s done. Join us as we take a look at some website revamp best practices so you can take yours from zero to hero in one go.
Don’t forget customer reviews
Today, 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences. Collecting and implementing customer feedback throughout your website can help guide first-time visitors and existing customers.
How? By making sure consumers choose you over your competitors. It’s getting easier for consumers to compare businesses online. This only makes it more difficult for brands to stand out from the competition, and retain customers over time.
That’s why showcasing customer reviews on-site and at different touchpoints of the user journey is likely to reduce your bounce rate and increase your conversions by providing visitors with more information about your company, your products, and your customer service.
Customers are always going to conduct their own research – by giving them the information up front, they won’t have a reason to leave your site.
Keep an eye on your website’s speed
Did you know that 53% of visits are abandoned if a site takes longer than three seconds to load?
Ridiculous? Maybe, but with the internet getting better and faster by the minute, consumers’ expectations have changed. A slow load time will also hurt you on google, as loading speed has recently become a search ranking factor.
With this in mind, it’s so easy to see how your website’s speed can have a direct impact on your customer’s experience, your visibility, and therefore, your sales.
Run a website speed test with different tools, and find out how you can improve your page load time today. This will drastically improve your customer experience, and the better the experience, the more likely consumers are to stay on-site and shop!
Understand your visitors
Different target audience segments have different habits, expectations, and cultural conditionings that affect how they interpret and interact with content. Your visitors also come to your website with a preconception about “how things work” — including how to navigate websites to get the outcomes they want.
Your website design and content have to address the expectations and behaviors your target audience brings with them so you can meet them where they’re at. However, that’s not always possible.
If there’s a “knowledge gap” between where they are and how your website works, you need to provide the steps so they can learn, adapt, and close the gap:
Before you start designing your website, you need to first define who your visitors are because what’s intuitive for one audience may not be so for another.
After you have an understanding of their behaviors, expectations, and knowledge gaps, you can then design a website that’s easy to use for them.
Remove distractions and reduce friction
Certain elements on your website are going to detract from the value and message you’re trying to convey. Complicated animations, content that’s too long, and “stocky” website images are just a few examples.
With an audience that only has an attention span of eight seconds, you need to make it abundantly clear what your user will learn on the page they’re viewing and your design must not detract from this. This starts with making sure you have consistent brand guidelines you can work off of.
This should detail your font styles, colors, imagery, iconography, and logo usage. Without this, it’s easy for companies to struggle when designing pages. You’ll likely start to see arbitrary colors and varying font styles and sizes used, which in turn, can distract from your message or create visual confusion for people trying to convert.
It’s also important to avoid too many on-page animations or interactions. If you’re scrolling through a page and see every button pulsing or a section of icons each with their own animation, it can feel overwhelming and distract them from reading what’s on the page.
The hero image overall offers little room for distraction. The fact that the hero image itself isn’t too detailed and is masked with a white overlay allows the content to stand out, rather than disappearing into the image. Details like this really help make or break your overall website experience and help your users better understand what you want them to do, leaving less room for confusion.
Once your visitors land on your site (likely through the blog or home page), you need to guide them to places on your website that will help nurture them to conversion. Point them in the right direction so they don’t have to struggle to find what they are looking for.
One of the best ways to improve your web design with this in mind is to use strategically placed call-to-actions in areas such as the top right of your navigation, below sections that require action, and at the bottom of your website pages.
But don’t lose sight of your buyer’s journey. The easy thing to do on your website is to inundate users with the most bottom-of-the-funnel (BOFU) call-to-action wherever they go, but if someone is not ready to buy, then they likely will take no action at all.
Instead, you should meet your user where they are based on the page they’re viewing.
When designing your website, navigation is key. It’s essentially the map that displays the core places users can visit. It’s how users can easily dive deeper into areas such as your services, products, blog, etc.
There’s nothing worse than a site with a disorganized or confusing navigation interface. Poor design practices such as overstuffing your navigation, using vague or confusing hypertext, and lack or organization can make it hard for your visitors to find where they want to go.
If users cannot find what they’re looking for, they have no reason to stay on your site. Instead, they will certainly bounce and find a competitor that offers a better user experience.
When improving your website’s navigation, it’s important to ensure that your visitors can easily find what they’re looking for. This would include streamlined content, navigation hierarchy, and responsive design, so the experience doesn’t drastically change on mobile.
Overhaul your content marketing strategy
Content continues to be important for the success of your website, but it could well be that a poorly planned and executed content marketing strategy was the reason your bounce rate was high in the first place.
Take another look at your target audience and use the information you’ve gathered to create more content that hits the spot with them. You can use tools like BuzzSumo, Quora, and Answer the Public to help you understand what type of content you should be producing more often.
Then, put together a stronger content marketing strategy going forward so that you start to pump out regular content that boosts your conversions.
Focus on brand consistency
A key element of your website revamp strategy must be brand consistency. If you lose this, you will lose out because customers look for brands they recognize and can connect to.
Therefore, it is important that your fonts, typography, logos, color schemes, and images are consistent across all your pages, and that they stay consistent beyond your website too – from email and social media to business cards and brochures.
It’s important to remember that your branding doesn’t have to be loud and eye-catching. It can be simpler and understated – as long as it matches your brand personality.
Developing a strong brand identity can only help you to build a better relationship with your target audience.
Optimize for Search Engine Optimization (SEO)
You have probably already read countless blogs about the importance of SEO, so we are not going to drill you with that. You know it is important and should be a part of your website revamp strategy.
Execute the Website Revamp Strategy
It is time to get to work. Do what you know you can, outsource what you can’t – don’t half-ass things just to save a few bucks – you will just end up needing another revamp a year later. You could begin with a soft launch and gather some feedback first. That way, you won’t waste unnecessary time on a total website revamp that hasn’t quite worked.
Make sure to test, test, and test. This includes testing your site speed using Google PageSpeed Insights, the navigation of your website, and its mobile readiness. Test on different screens to see how things work and function, and cover all the bases.
Ask friends and colleagues to test the website too. It is always a good idea to have some fresh eyes that were not a part of the revamp process.
The next step is to solidify your own website revamp strategy using the advice in this blog and get to work. A website revamp doesn’t have to be super time-consuming. If you can get the right team on board, you’ll soon be well on your way.
Once it’s done, you’ll have a fresh and clean website that pulls leads in, instead of turning them away. Then, it’s just a matter of consulting your analytics for polishing tweaks that will ensure you keep moving in the right direction.