Everyone has heard a horror story about a website redesign. But there are still times when they are necessary or beneficial.
Deciding when is the right time is one important aspect of doing a redesign well. The other aspect lies in the process itself.
We can dramatically improve the performance of website redesign projects when we used a structured approach and we start testing all our assumptions.
At a certain point, the results from your A/B testing may slow down. You’ll try dozens of small iterations, but the needle just won’t move. You’re experiencing diminishing returns, and it’s not fun. What does this mean? Probably that you’ve hit a local maximum.
What do you do now?
Your conversion rate is not what it could be – and you know you need to do something about it. Should you redesign the whole website? Maybe. Probably not though. It depends. But if you are going to do it, you need to tread very lightly. Website redesigns only work if they are carefully managed and data-driven.