Whether your analytics are showing a dropoff in visitors and conversions, or you suspect that your current design is simply outdated, making the decision to get a complete redesign of your website is a big one. If you’re not sure it is time to commit to the process, here are four signs that you should.
1. Your Design is Not Responsive
Responsive design refers to the ability of a web page to shift in size and layout to give the user the best experience for the size and shape of screen they are using without having to maintain separate websites for mobile users.
Considering that more than half of all web interactions happen on a mobile device, if you are not using a mobile-friendly design then you risk leaving half of all your potential customers behind.
2. Your Design Doesn’t Follow Current Best Practices
Beyond accommodating mobile users, there are a few things that all websites should include as part of their design because they have been shown to give users the best experience. If your users are happy, they are far more likely to convert into paying customers.
If your website is crammed full of text and images, uses fanciful fonts that are difficult to read, includes a bunch of Flash elements, or is really slow to load, it’s time to move into 2015. Today’s websites make the most of white or blank space, use clean and simple fonts, and have super simple navigation to make getting around a snap.
3. Your Visitors Are Not Visiting
When your organic search traffic starts to drop off, or you start getting a lot of bounces, it might be time for a redesign. If your current design is not utilizing the best SEO knowledge, search engines may not be returning your pages at the top of the lists anymore and you will get a lot less traffic. If your design is old, clunky, or just plain ugly, visitors may click away once they get there in search of information that is more visually appealing.
4. Minimal Conversion Opportunities
Your website should be more than just a business card. Instead, it should be working just as hard as you do toward acquiring new customers. If your website does not have several well-planned and tested places for new visitors to convert into qualified leads or paying customers, it’s time for a new strategy.
Your website should go beyond offering a phone number and a form to “contact us.” It should have plenty of content that solves problems and helps people with their challenges. It should have a lot of places to get quick, easy information and several places where premium content is behind landing pages that collect information.
Making the Leap
A recent study found that almost 90 percent of consumers will turn to the web to research before committing to a new purchase. If your website is not ready to give these consumers the information they need, you can bet that your competitor’s is. Stop throwing away customers and invest in the redesign you need to stay in the game.