Why You Should NEVER Redesign Your Website, Do THIS Instead


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Is your design feeling a bit outdated? Do you want to design a new one? Well of course you do.

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Redesigns are one of the worst things you can do. Just because your new design looks better and loads faster it doesn’t mean it will convert better.

When adjusting your design you should always keep conversion rate optimization in mind.

In which you should adjust the design and particular messaging on a page and then run an A/B test to see if it improves your conversions and sales or hurts it.

You can use tools like Crazy Egg to run A/B tests and even modify your design using their WYSIWYG editor.

As you do this throughout your whole site you will have a final version that converts well.

From there you can roll it out page by page or section by section.

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15 thoughts on “Why You Should NEVER Redesign Your Website, Do THIS Instead”

  1. Neil, I redesigned my site about 4 months ago. My old site's platform was unresponsive, was seven years old, and it seemed necessary to update. Most of my traffic came from Yelp reviews which appeared long before my website anyway. Did my redesign make sense?

  2. I agree that design decisions should be data driven, but you can't say NEVER revamp your website. There are plenty of websites that don't get any traffic, their content is not properly structured, it hurts your eyes to even look at those. Sometimes it's easier to start from scratch.
    Don't get me even started on poorly coded websites which are about to fall down. You have to look at each website case by case, do your analysis and decide what is the best course of action.

  3. A/B testing small details does not work with low traffic websites. You'll not get statistically significant results quickly unless the old or the new one had a really huge issue.

  4. Hi, Neel!
    I am in the business of Internet marketing from last 3 years and learnt a lot from your blogs, videos, podcasts.
    The approach you described in the video for website redesign is known as Evolutionarily Site Redesign (ESR). In this approach instead of changing the website completely, which is known as Radical Site Redesign (RSR) approach, part and selected elements of the website will be changed. It will be done with A/B testing, Heat map and Video recording, actual feedback from the visitors, Google Analytics and other useful tools. It is beautifully explained in Chris Goward book: You Should Test That.
    https://www.amazon.com/You-Should-Test-That-Optimization/dp/1118301307
    Wider Funnel Marketing, Chirs's company also published case studies of failed website redesign horror stories. Follow the link to download the same- https://www.widerfunnel.com/horror-stories-revisited/
    Evolutionary Site Redesign is my preferred way to redesign the risky website. But there are situation where ESR is not the option and RSR is the only choice like-
    1. Change of structure/navigation on the site. Changes in presentation of content will demand major changes in Information Architecture, which need altogether new design.

    2. For small companies, ESR it will not be affordable. Or HiPPO ( Highest Paid Person's Opinion) wants to change the website overnight and don't want to think or wait for the result of ESR.
    The websites occupying top positions for relevant keywords and delivering the results are known as the risky website, as if redesign experiment fails, the client will be a step backwards after spending huge money and losing business.
    Said that I did Radical Site Redesign (RSR) of the "risky websites" with the grand success.

    Successful website redesign starts with the good questions, like-

    What Goals and Objectives you want to achieve with the redesign?

    What result is it producing?

    Can the performance be improved with ESR approach?

    After getting honest answers and redesign of the website as the only option, next steps are methods and techniques used for the redesign. It is a subject matter of another post and you will get plenty of guidelines for the website redesign.

    Done correctly, the website redesign can boost conversion, enhance brand presence and pre-convince the buyer. But if not, then the website will lose ranking, traffic, conversion and money-lots of it.

    Once the website is launched, be it via ESR or RSR, it needs constant attention and further improvement work.

    From conventional approach of launch-it-forget-it, the time has come to adapt launch-it-improve approach.

    Thanks for your video and keep doing the great work!!!

  5. So, never revamp your site completely, just modify slightly a section, put CrazyEgg to work and see which is the experience of the users during a couple of weeks.

    Very useful advice, especially for people running split tests in CPA campaigns where they try to improve their conversions.

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