Site redesign: what is it and who needs it?
It’s no secret that design is the first thing visitors pay attention to.
It is the visual design that is one of the factors that makes even a randomly passing person stay on the site.
Among the developers, there is an opinion that the site design should be updated at least once in 5 years.
Redesign is not just a design change. This kind of procedure also implies serious changes in the functionality of the resource, up to transfer to another, more convenient CMS.
Signs that it’s time for you and your site to redesign:
Website design in the direct sense of the word is outdated
Sometimes, sites that you look at come to us for audits and you want to cry. Unfortunately, in some cases, the owners do not even understand that their site is morally obsolete:
Sample site with outdated design
Web technology is perhaps one of the fastest growing areas.
Without exaggeration – every day there are any new chips, components, functionals that help make the resource more convenient and more perfect.
Look at how desthe ign of the site Ozon.ru has changed. This is how the main page looked like on June 19, 2000:
Ozone in 2000
After 5 years, July 19, 2005:
Ozone in 2005
September 16, 2010:
Ozone in 2010
And finally, recognizable by all Ozon; Photo from March 1, 2016:
Ozone in 2016
As you can see, Ozon does not stand still, makes redesigns every 5 years (and not just redesigns, but full rebranding).
The Yandex company performs a large-scale redesign of its website every two years – a real example to follow.
If you developed a site in the distant 2000s and think that you don’t need to change anything, you are greatly mistaken. All large companies know that the resource periodically requires upgrading.
By the way, the site of an obstetrician-gynecologist after the redesign was such a modern one:
Website after redesign
Want to see how your site was 5 years ago? That way.
Your site is created on the constructor and uses a template design.
Another problem of many sites – they are made on a template, on the designer.
Why is pattern design a bad thing?
Debate on this score is heated serious. Someone says that the template design does not interfere with the website promotion and sales, the rest prove the opposite.
If you look at the TOP, you can hardly find two sites in the top ten, made in the image and likeness of each other. Search engines for the maximum variety of issue.
When all top competitors have good sites with a unique design, it will be more difficult to promote template there. Even first of all, not because it is a non-unique design, but because the site on the designer implies, as a rule, limited functionality, and it is very difficult to make something outstanding that deserves the attention of users and search engines. And, as you know, TOP gets the best.
And of course, it makes sense to remind that sites on designers are often difficult to promote just because of the limitations in functionality, these are sites on TIU, Wix and some others.
Abundance of technical errors
It happens that the site is not just obsolete, but also contains many technical errors. Often, site owners do not even suspect them and are very surprised when our usability experts find them:
Here we are talking about the convenience of the resource in terms of usability. It happens like this: it seems that users come to the site and even spend enough time on it, but the target action (call, purchase online, register, etc.) is never performed.
A large percentage of failures show that the site clearly does not like users:
Site with a large percentage of failures
If the conversion of the site is low (below 1%), the percentage of failures is above 20%, this is an occasion to think about the redesign.
At a minimum, you need to be at the same level with the enemy, and ideally be better. Otherwise, there will be no question of any sales and customers – visitors will go to competitors, because the site is more attractive, more convenient and more modern.
Look at the sites that are on request “Cake to order.” With the naked eye it is clear that the sites are good.
The site that turns on contextual advertising:
Website contextual advertising
The site, located on the first place of organic issue:
Site in the first place TOP
Second place TOP:
Site in second place TOP
Top 3 completes this site:
Site in third place TOP
Looking at these sites, with a bright modern design, you realize that only websites with a good and attractive design will be able to reach the first places on request for “cakes to order”.