COMMENTS
Yes, completely agree that having a clear goal as to what you want to achieve is #1.
The more detailed you can be when communicating this to your web designer is also good. Try gathering ideas from other web sites you like and showing them as examples.
I am happy that I got a professional design and human factors resources involved with my new website - made a huge difference. I don't know why people nickel and dime a project like this. I spent a lot of time and money making my presentation better than all of my competitors and now it's paying off.
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The most important question to ask is why you need or want to have a redesign in the first place.
I'm not saying that websites shouldn't be the subject of a full redesign, if really necessary, but sometimes when the question is answered it turns out that what might be required is less drastic.
I think that some see a new design as a panacea for some other ill that could be addressed with the current design through identifying the areas that are not performing. This assumes, of course, as highlighted, that proper goals and objectives were properly set before the first design.
You only have to look at the development of Amazon since its inception.
It looks entirely different but the changes have been made in an evolutionary way with small incremental changes made along the way and tested for effectiveness at each stage/change see
Amazon – Progessive and incremental changes for higher conversion.
There is some evidence to suggest that visitors don't always appreciate their existing experience and expectations to be completely turned upside down.
It might not always be the best option for a full and radical design change to achieve the outcomes required.
Let's face it, the one true mark of a successful Web site redesign for 99% of the population is an increase in sales (i.e. - how does the design affect the bottom line). If you don't have a clear picture of analytics before the design how will you know that the redesign is effective? As a precursor to any Web site redesign, make sure that you know exactly what your current design is pulling in. You may find out that a redesign isn't needed after all.
I think that most of the time its a mix of:
1. The Client(Marketer)not setting out a proper brief and outlining expectations from the start.
2."Too many cooks"
3.Web companies don't always take the time to understand your business leading the design/look and feel to conflict with what the website is meant to do.
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Great info and very interesting results. We will work extra hard to make sure our clients are really planning for their new website. When we hear "you're the experts, do what you think" we pause and remind them that it is their business and they really need to get input from all stakeholders. It is so important to have measurable goals when redesigning a website. Thanks for another great post Mike!
Sound like a subjective response to what should be an objective task.
Without goals and targets nothing is measureable and then you end up with clients running around in circles, aften chasing their own tales looking for something even they can't put their finger on.
So why were they unhappy? Probably because they didn't define something measureable that would make them happy.
It comes down to the designer listening to the client and the client providing the designer the materials they need to work with. I can't tell you how many times our designers had to chase clients around to get to them, which then for some reason causes them to not listen to the client.
Have a nice conversation with both the client & their staff along with the designer helps out a lot.
Not having the right people pulling the shots on the clients end. That individual may have a different outlook compared to the CEO or other management of the business.
This can also be tricky, when you present your mock up to the client and he takes it to the CEO/ management.. It can get kicked back.
Having the proper individuals will make a big difference.
Jennifer Schrader
National Sales Director
Ignite XDS
Great data Mike! How do you collect this data? With surveys? Is there a way marketers can opt in to participate in your research?
I have found that undefined, unfocused or unrealistic expectations lead to disappointment. There is also the 'magic' principle, especially with businesses that are fairly new to the web (with whom I do a lot of work). The web only seems like magic, when actually it takes time, tactics and strategy for success. People will not come just because you've made it.
@Jason - This data was from surveys distributed from multiple social media accounts as well as advertisements on Facebook. The number of responses (152) is show in the graph. I'll be discussing it more on the webinar.
Great insights, Mike. Seems that having a goal, getting senior management support and measuring results are the requirements for good projects. Seems awfully intuitive, but nice to see the research back it up. Thanks for sharing.
Project execution is important but properly setting expectation is critical.