With technology moving as fast as it does, is it any wonder why redesigning is as commonplace as bad traffic? It seems that once we finally get a project completed, it’s high time for a complete redesigning a website. As challenging on teams and company budgets as this seems, nowhere is it more prevalent a problem than with marketing sites.
If you’re serious about the role your market site plays to your business, chances are you have some form of analytics tool reporting back to you on how well it’s “working”. But how do you define that? What role should your marketing site be playing for your company? Where is it in the funnel of your marketing strategy? Does it accurately educate visitors on your product or service? Or maybe it effectively bring the right customers to it? Does it bring said customers through to the desired conversion? Let’s explore each of these questions individually.
How to Define “Working”
An important step in deciding to redesign or not to redesign is taking a step or two back to see the whole picture.
Think of your marketing site as just one piece of your customer’s journey through your company.
With revenue in the Social Media Advertising amounting to 67,971 mUS$ in 2018, it’s safe to assume you have some sort of social media presence. That money is probably pointing straight to your marketing site. That means your marketing site is the alley-oop to your product or service. To assure this is happening, a lot more should be considered than beautiful design. Here are some good questions to get answered before moving forward.
The role of your marketing site and your company
Think through the role your marketing site should play. If your product is a new concept, it’s first job should be to educate with the goal of visitors leaving knowing exactly what you offer. Speaking of leaving, only 25%-30% should leave according to studies from Google’s average bounce rate for 2018. leave having a good sense of who you are from branding and design
Where your marketing site falls in your the funnel
Nowadays, marketing sites are typically the handoff from your social marketing strategy to your product, shopping cart or service. Take a second to think through if that might be true for your company’s marketing site. You may have landing pages guiding your visitors in as well. UX Designers can layout customer journey maps illustrating this. If your marketing site is actually just the front of your e-commerce site, it’s the last step of your funnel and needs to usher them smoothly towards their shopping cart and checkout process. Whatever the role, it’s important to define it and run appropriate user-testing to ensure your marketing site is hitting these metrics.
Educating with your marketing site
Sometimes when your product or service is something no one has heard of, a marketing site is your online 24hr presentation of your idea. If it’s a known service or product, redesigning a website should ensure your most ideal personas want to choose you over your competition and why. UX Designers know you can use a SUS Test to determine whether users are defining your product or service properly after visiting.
Attracting the right visitors
Your goal should never be to bring everyone in the whole world to your website. For one, that would be way too expensive of a price-tag, but for two, most would bounce or leave having no interest or use in your product or service.
In other words, it’s much more worthy for your redesigning a website endeavors to focus in on those visitors most likely to convert into your most ideal users.
This means examining the content on your site to understand how it’s pulling up in search engines. Also, take a look at your content and verbiage. Is it how your number one customer would want to be spoken to?
Bring the desired conversion from visitors
Last but not least, reading this article should’ve allowed you to state some clearer goals you wish your visitors would meet. Obviously, everyone loves the beautiful UI Designs that come from re-designs, but for this to be viable, let’s ensure it’s hitting our goals. A common approach is often to run user-testing based on the metrics and goals you listed from this article. If you’re hiring a third party, make sure they have UX designers on staff, understand your goals and show you results from their user-testing. In this way, you will ensure your redesigns always pay for themselves while achieving desired business objectives no matter how many times you have to do it. Not a bad thought to have the next time you’re sitting in traffic!