Most businesses wait three to four years for a fancy website redesign. Although this keeps me busy I encourage you to see your website as an animal in constant evolution. There is tons of valuable data in a website that has been running for 3-5 years, so why throw it away? An evolutionary strategy builds upon the good, attempts to fix the bad and most importantly focuses on results.
Measure twice, cut once
Modern tracking tools act as your business report card. They allow you to see what your audience is doing almost immediately and turn your goals into measurable figures that can be compared. As a result it becomes more cost effective to execute frequent small changes focused on specific goals and measure the results often. Repeating this process over time will let you know what works and what doesn’t.
Never stop testing, and your advertising will never stop improving. – David Ogilvy
Conversion rates and traffic often suffer after a mayor redesign. To make things worse, you are left in the dark because there’s no way to know what caused the drop since almost everything has changed.
Next time you think about redesigning your website take a step back and take a look at your report card first, then establish clear goals that can be measured. Yes I know this requires constant work but I can guarantee you will have more control and see results if you are consistent.
For more on this topic see the following posts: