Is your website keeping up with the everchanging technological advances, design trends and user engagement benchmarks, or is it time for a website redesign?
Your website should not be a one hit wonder, created and then left to fend for itself. It should adapt and evolve to keep up with your business and the ever-changing world digital marketing.
Here are some key factors which will indicate it’s time for a website redesign.
How High Are Your Bounce Rates?
By using Google Analytics and looking at your bounce rates, you can identify how many visitors are staying on your website and how many exist without seeing more than one page. In other words, they exit without getting to know your business.
A good bounce rate is between 25% and 50%, which would show that most visitors look at more than one page on your website, indicating that your website is answering the right questions and that user want to stay on your website.
If you have a high bounce rate, this highlights a poor user experience and tells you that it is time for a redesign, or at least there’s something not right. Putting your business at risk of losing out to the competition.
The most common reason for high bounce rates is poor content, or content that is not relevant to the users search terms.
For example, if I Google ‘Solicitors in Bury St Edmunds’ then click a relevant link, and the website I go to then tells me the firm is actually based in Scotland, I’m going to quickly exit.
Look at your sitemap, are your visitors being directed to the right pages?
By making your navigation channels clear and making your overall design more modern and attractive, your customers will stay on your website for longer.
How Long Does It Take for Your Website to Load?
Having a slow website is one indicator that you should assess the website design and construction.
Websites with large images have an uphill struggle however, if well-built, those large images can be compressed to improve the loading speeds.
Other factors that will make your website slow include:
- Poor quality hosting
- Bloated code (common with WordPress Themes)
- Database issues
- Lack of caching
- DNS problems
Test your website’s load speed through one of the many tools on the internet, and if it takes more than 3 seconds, you need to perform some updates.
Google’s Page Speed tool:
Page speed is not only a factor considered within SEO, but it is well-known that abandon rates are higher when websites load slowly.
Are Your Conversion Rates Dropping?
By checking your click-through rates (CTR) on your call-to-action buttons, you can better understand their performance and value and if they are helping your visitors become your customers.
If the CTR is low, then it is a sign that you need to make some changes in order for it to increase and show results.
Whether they need rewording or redesigning, repositioning or the whole design needs a complete makeover, any changes big or small should only be done to bring your conversion rate back up.
Monitoring click-through rates can be a challenge, however there are a few tools available to help with this:
- Google Analytics [https://analytics.google.com/analytics/web/] – A free service
- Crazy Egg [https://www.crazyegg.com/] – Premium
- Hot Jar [https://www.hotjar.com] – Premium
Is Your Website User Friendly?
When people visit your website, they want to easily find what they’re looking for.
If your navigation is confusing or hard to use, visitors will not be able to locate the product or service they require, forcing them to look elsewhere.
Is the content too small to read, or are there technical issues behind the scenes causing further problems for your mobile visitors?
Broken links also encourage potential customers to leave; if you reach a 404-error page, you wouldn’t waste any more time and just exit the website.
Finally, if your website is not mobile-friendly, it is definitely time for a website redesign. It needs to be compatible across all devices as statistics indicate that your visitors will most likely view it on a mobile device.
Is Your Website Secure?
It is always important for your website to be secure not only for your peace of mind, but for your visitors too. You need to make sure that you are implementing the correct security measures in order to make your customers feel safe and reassure them that their personal information is protected.
To check this, there should be a padlock and the letters “https” at the beginning of the address bar in the browser. Also, if you navigate to http, does the website automatically take you back to the secure https version?
If there are the words “Not secure” written in red or anything like that, your SSL certificate may have expired or is broken. This will cause a loss of visitors as Google’s going to notice and ultimately lower your search engine rankings.
Although not resolved with a redesign, this is an indicator that your website is probably not up to date. Our hosting services provide free SSL certificates to all customers, something many hosting providers charge top dollar for as they know how important a secure website is.
Have You Checked Out Your Competitors?
A good idea to see if you need a website redesign is if your competitors’ websites have recently had one of their own. It gives you the opportunity to see what they’ve learnt from their own research and experiences.
You need to make sure that you are not only keeping up-to-date with current design trends, but also within your industry too. It is common practice that your potential customers will compare your web with your competitors so if it looks outdated and it is difficult to use, they will probably go elsewhere.
It is vital that you are always aware of the status of your website and to regularly maintain and update it. At Logic Design, we have undertaken many website redesigns, such as this redesign for Gaia Climate Solutions, with user experience constantly in the forefront.
If you feel like your web presence needs a revamp or you would like some expert advice on what direction you should head in, contact us today by calling 01473 934050, email us at email@example.com, or leave us a message on our contact page.