UX Website Redesign Process: How Not to Lose Conversion
The UX redesign process is a complex work aimed not only at changing the website design. This solution allows you to improve the structure, functionality, and content to enhance the quality of usability or, more simply, the convenience of using the resource to your customers. Let’s check out the stages of the UX website redesign together.
Analyze the data
The first step is to understand what customers like about the website, which pages they visit most often, which elements increase conversion, etc. Examining the data will provide insight into which elements are OK and which ones you need to redesign UX. It’s important to be data-driven while making decisions here.
Information you need to revise in this case:
- metrics
See which pages bring the most targeted leads, which pages are not visited at all, etc.
- user actions records
To get acquainted with the user’s behavior on the page, see which elements are the most visible, which elements are not noticed? Analyze the time the user spends on the page. Do they read the content? What images are they viewing, etc?
- user path
Track which pages the user comes to most often, what pages are visited for the first time, which sources bring the users (search engines, advertising, or links directly). Studying the behavior of customers on the site is very important to understand how to redesign the website so that it meets their needs and preferences.
Begin by establishing a common understanding
Research on your competitors is a great way to stay on the same page with your customers and, at the same time, find a way to differentiate yourself from similar service companies.
Competitor analysis will provide insight into design trends in a specific business area. It is also possible to find a unique technique that will help to distinguish the best way for a website redesign UX process.
Search for ways to enhance
One of the reasons for the UX process for a website redesign is a change in corporate identity & digital transformation. This is important for clients with the company offline as a new way to enhance their business. The change in the corporate identity should be done at the same time as the new design of the website.
For example, update the logo, create a brand book, and work on infographics and images. It is necessary to keep the integrity of the organization’s image both digitally and in real life.
Create a sketch
To make a full-fledged UI UX redesign, you need to prepare the content and illustrations in advance. Good content answers all the customer’s questions and correctly conveys the information about the company’s value to the user. Writing texts, preparing images and videos to improve your sketch is a part of the workflow.
Make it useful and informative for the client. This will facilitate the interaction between the user and the site manager.
Nothing should be taken for granted
Don’t take for granted the new UX redesign decisions.
Before completely redesigning your site, it’s better to test individual elements in the old design. For example, if a form is used on the home screen, you can change it to a button and see how the behavior of site visitors changes, etc. If testing is not performed, the chances are that new elements created by the designer will fail.
Define the tasks that must be completed
The best place to start is the tasks on the most visited pages. For example, add new filters to a catalog, a new section, or a banner. It is crucial to monitor the reaction of users so as not to decrease conversion. After minor changes and a positive response, you can proceed to more global things – the color palette, the arrangement of blocks, and so on.
Destroy an established design
Only when everything’s ready for the new product update, it’s possible to filly destroy the previous design version. It would help if you also thought about search engine optimization. After a redesign, positions in search engines can drop due to changes in the number of pages, content, settings. Therefore, you need to make sure that new texts are correctly added to the site, set up linking and other parameters of web pages.
Determine the most serious issues
After redesign and the introduction of new elements, technical failures are possible. Errors in the work of forms, the order processing system, incorrect layout – developers should check all the potential shortcomings without waiting for an adverse reaction from customers.
Get feedback
Redesign UI UX is a long-playing process. After all the implementations, it is necessary to track users’ reactions to certain elements and change the design & functionality as customer feedback accumulates. You may have to edit texts, change images, or whole blocks somewhere.
Make some tests with users
Test individual solutions on a group of users and only then implement them into the full version.
Don’t forget to adapt for mobile devices—design for multiple formats. Test them as well. Try to change the site’s design to meet the new needs of customers and constantly receive feedback from users.
Recognize the importance of the work vs. the value
Do not expect too fast results. This may negatively affect the quality of the work vs. the value. Besides, a professional designer with relevant skills and experience will prefer to work with a realistic prognosis.
Professionals tend to warn those who want to get a job as soon as possible that a high-quality redesign has nothing to do with hurries. Better to wait and get a beautiful and user-friendly site that will give consistently high conversions.
Want to create your own website design? – Feel free to contact us!
Website redesign requires a lot of attention to web design services on the part of the website owners. Conversion and site traffic directly depends on the design of web pages. That’s why it’s always recommended to consult design teams before any redesign works. They will help define how to redesign a website UX if needed, what parts need to be reconstructed, and so on.
Conclusion
To begin site improvement, you need a talented designer and a specialist who will deliver great functionality and work out the technical part.
That is why it is better to entrust the redesign process to a professional design studio with many successful cases on a corporate website, landing page, business card, online store, or any other ux agency services and redesign process.
