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Category: Case Study blogs Redesign
Date: December 15, 2023
Best Website Redesign Case Studies
Website redesign is one of the situations that website owners find most challenging to address.
You must have created a website for your business a few years ago and it would have looked fabulous back then. Maybe, not so much now.
Luckily, unlike the other industries, the web design industry is very open when it comes to sharing their knowledge and experience.
As a leading Website redesign company , ColorWhistle understands that it is better to do something perfectly than to do nothing perfectly.
That’s why our ColorWhistle designing team collected some awesome website redesign case studies from all over the globe.
Website redesign case studies are a great way to find out the design method of an agency and in the process, it also helps designers and developers to learn from each other.
We hope that these website redesign case studies will inspire you to reinvent your digital presence.
So, let’s find out how to deliver a delightful browsing experience to users.
Popular Website Redesign Case Studies
Explore the top website redesign case studies before you start planning for your website.
Improve Overall Site Architecture and Navigation
The objective of the website redesign case study was to enable easier browsing, and to help users find relevant content easily.
Checkout the case study to find out how they implemented new design combinations while still preserving the purpose of the existing pages.
Before Website Redesign
After Website Redesign
Evolving the Dropbox Brand
On October 2017, the new rebranded Dropbox became the talk of the designers community. They are considered to be one of the most talented design teams in the world and are an inspiration to many designers. Their rebrand introduced many color combinations, font combinations and more.
Before Website Redesign
Introducing the New Walmart.com
On May 1st 2018 Walmart’s new website redesign rolled out. It focused mainly on delivering a modern, stylish, and a convenient shopping experience. This official write-up by the company explains the design changes and how they wanted to create a clean and modern shopping experience for users.
Designmodo Launches Massive Redesign and New Logo
Recently, Designmodo, a platform where designers publish their products to sell, underwent a huge website redesign which also featured a new logo. In this write-up you can get insights on how long it took for the redesign and the elements that were refreshed.
Redesigning a Digital Interior Design Shop
In this website redesign case study we get detailed insights on how to research and plan for redesign. The writer of the case study is the designer of the project. So we get to hear how the redesign went from his point of view. He also gives us useful tips on how to collaborate with developers during the redesign phase.
After Website Redesign
The Inside Story of Reddit’s Redesign
Reddit, the website that has something for everyone recently had a facelift. Users of Reddit are no longer subject to 90s HTML feel, they have something new and fresh. This insider story gives us a scoop on how the redesign plan was formulated.
Bookstore Responsive Website Redesign
This website redesign case study cites the process of redesigning a bookstore website to be responsive so that users can access the website when they are on the go. The purpose of this redesign was to increase sales and membership sign-ups for the bookstore
Redesigning the Product Website
This case study explains how a product website was redesigned along with its backend system and its app. We get detailed insights on how the designer refreshed the website to hit target customers perfectly.
Give an Entire Online Shopping Experience Without a Single Scroll
This interesting website redesign case study gives us details on how shopping experience can be delivered to users without a single scroll and how they reinvented the standardized method of e-commerce browsing. You can also find out the technologies that was used during the redesigning process.
Modernize the Outdated Website
This case study will give you an idea on how to give a visual facelift for a website and optimize the user experience for the most visited pages. The recommendations and inputs will help you get an idea on how to build the basis of a responsive website.
Website Redesign for a Private School
In this case study we find out how the struggles faced by a school website were addressed in the redesign. Some of them included improper admission criteria and how the current website did not capture the unique prospective and supportive culture the school offered.
How Redesigning HubSpot’s Website Doubled Conversion Rates
HubSpot the huge multi-product, global organisation, wanted to redesign their website with the purpose to improve user experience and conversion rate. This write-up gives you a step-by-step process of how they planned for the redesign and successfully implemented it.
Slack , the high power digital workspace did a major website redesign. One of the senior engineers of slack has given a comprehensive behind the scene work of the website’s rebuilding work. The purpose of the redesign was to improve the website architecture, code modularity, overall performance and accessibility.
Yoga Outreach Society — Website Redesign
The goal of this website redesign was to add chat features to encourage discussions among the website users, transfer to the WordPress platform, and improve website architecture. From navigation to sitemap, this case study gives in-depth details on how the entire project was planned and executed.
Cogency Global Website Redesign Case Study
Since their last redesign in 2010, Cogency had added lot of reading materials. Things got complicated and the website no longer reflected who they were. Also, the website was no longer a profit centre and got difficult to navigate. This case study addresses how the issue was resolved through a complete website redesign.
Zumba Fitness Website Redesign
The client was unhappy with the existing website as it missed vital information and the customers found the website confusing. Check out the website redesign case study to find out why the website was underperforming and how the problem was fixed with a proper redesign.
Improve E-commerce Functionality
In this case study we find out how the website was shifted to Magento CMS and redesigned to improve overall navigation and conversion. After the redesign, bounce rate was reduced and visitors were able to find information more quickly.
What we Learn from these Best Website Redesign Ideas and Case Studies?
- Design methodologies vary according to the project and what the business wants to achieve. A standard or pre-planned methodology should not be followed
- When presented with a new brief, every designer will refer to their own research method
- Redesign projects must define the current difficulties a user faces when browsing the website.
- Features should be clearly explained with a visual mockup when presenting to the client
- Never make assumptions
Looking for Website Redesign Services?
Seize and experience the transformative impact of Website Redesign Services & Solutions with ColorWhistle.
Winding up our Top Website Redesign Ideas and Case Studies
Changes are scary.
It can be even more daunting if the current website design is liked by the users. But from time-to-time, a website redesign is required to evolve and to keep up with latest trends.
Also, it is important not to be afraid of negative feedback. The only thing that matter is how the website redesign affects the online success of your company. So partner with the right website design agency to avoid design-related mishaps.
If you want to get a general idea on how to redesign a website, checkout our website redesign checklist blog to know more.
Do you have any queries relating to website redesign services or need a consult, contact our team anytime. We will give you the best possible solution and make your online presence a success.
Which case study was your favourite? Did we miss any? Please share your thoughts in the comments section below.
In quest of the Perfect Website Redesign Solutions Buddy?
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About the Author - Anjana
Anjana is a full-time Copywriter at ColorWhistle managing content-related projects. She writes about website technologies, digital marketing, and industries such as travel. Plus, she has an unhealthy addiction towards online marketing, watching crime shows, and chocolates.
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The True ROI of UX: B2B Redesign Case Studies
UX designers often need to convince company executives on the ROI of a UX redesign initiative. Here are some real-life B2B redesign case studies a UX team identified in order to make a compelling case.
By Miklos Philips
Miklos is a UX designer, product design strategist, author, and speaker with more than 18 years of experience in the design field.
User-centered design isn’t just about creating a great experience for customers—it’s also a smart business move.
In our previous article “ The True ROI of UX: Convincing the Executive Suite ,” we talked about how to persuade company executives on the ROI of UX, and how to illustrate the value of UX in increasing business KPIs . In this second piece, we discuss how, in order to really drive the message home, it is essential that UX teams present successful case studies of similar B2B UX redesigns.
The trouble is, finding data from real-world B2B UX redesigns is extremely challenging. Through dogged perseverance, our UX team found some useful data, but the proven difficulty of defining the ROI of UX (ie. how to exactly measure it) complicated matters further, and it became evident that the ROI of UX needed to be categorized into “soft” and “hard” dollars.
On the “soft side,” results are categorized into increased customer loyalty and net promoter scores (NPS), increased word-of-mouth referrals, productivity gains, and increased efficiency. On the “hard dollars” side, increased earnings and cost savings are gained from fewer support calls, less spent on development, fewer development “redo” cases, less user-testing, increased sales, and so on.
Here are the internal and external ROI measures:
- Increased user productivity
- Decreased user errors
- Decreased training costs
- Savings gained from making changes earlier in design life cycle
- Decreased user support
- Increased sales
- Decreased customer support costs
- Savings gained from making changes earlier in the design life cycle
- Reduced cost of providing training
The B2B UX redesign case studies below represent the results of our research into the top 15 global design agencies/consultancies who performed B2B UX design/redesign projects. These case studies come from prominent design/consulting firms such as Accenture Interactive , Boston Consulting Group , McKinsey , Forrester , IDEO , Frog Design , Fjord , Adaptive Path , and others.
ROI of UX: B2B Redesign Case Studies
Bank of america.
The giant bank identified and funded a UX redesign project to improve its online enrollment application for online banking. In developing the business case, the design team identified yield (or the percentage of customers completing the process) as the primary metric.
Prototyping and testing various design solutions with yield as the primary success metric proved a successful design strategy. The week the new registration form went live, the yield metric nearly doubled, and exceeded the desired ROI benchmark. This was a win for the design team, as well as the business unit that sponsored the project.
General Electric Software UX Unification
Known for its industrial expertise, by 2010 General Electric Co. had quietly become the world’s 14th largest software developer by revenue. These capabilities had grown opportunistically, primarily in response to requests from specific clients . As a result, little software consistency existed across the company and significant development efforts were invested in problems already solved in other divisions.
Overall, users of GE software reported that the quality didn’t reflect the excellence of GE’s hardware engineering. GE leadership decided to make an investment in creating a common software platform for the company. The Software Center of Excellence developed a UX Center of Excellence that would guide GE management, and drive the culture change to ensure that their software user experience matched their well-earned reputation for stellar hardware engineering.
Leaders, engineers, and designers collaborated to build processes and tools to support culture change together with a core foundation of design tools and success metrics that would support its UX practice. In the first year after its launch, the IIDS generated a 100% productivity gain in development teams and saved an estimated $30 million for the company. These digital transformation initiatives provided the foundation for GE Digital—and GE’s leadership in the industrial internet.
Cathay Pacific Airways is known for its leadership in the adoption of new technologies. The airline was the first in the world to announce plans to install in-flight email, the first to link its Airbus aircraft to its maintenance centers electronically, and the first in the world to auction air tickets online.
For company employees, a staff of eight to ten people work full-time to answer questions and book travel. Working with a design consultancy, Cathay Pacific created a new online portal called TravelDesk, a one-stop shop for staff travel.
The portal design project resulted in significant cost savings for the company:
- The online portal reduced call-center volume (employee benefits center regarding policy questions, and service center regarding flight availability).
- It increased productivity. Ground staff at the airport previously spent significant time managing the listing and check-in process for employees using their travel benefits. This project reduced the time required for these tasks.
Virgin America Website Redesign
Virgin America was on a mission to make flying fun again. In 2014, the airline decided to reinvent the digital travel experience, and in order to meet the needs of modern travelers, create the world’s first responsive airline website. The company decided to design and engineer a new digital platform that could respond to modern travel needs and behaviors.
After successfully A/B testing the new design against the old, Virgin America’s reinvented responsive site was released. They announced an IPO following two successful quarters running the new site that had exceeded performance goals in the following areas:
- 14% increase in conversion rate
- 20% fewer support calls
- Flyers booked nearly twice as fast, on any kind of device
In a recent major iteration of HubSpot , the company decided to re-think the user experience on its site, starting from the ground level with user feedback. They tested entirely new conversion methods, copy messaging, and even visual treatments. As part of the process, they pushed countless experiments live, and iterated with each piece of feedback, putting the user in control.
The result? The conversion rate doubled (tripled, even, in some areas). As HubSpot receives upwards of 10 million visitors per month, one can imagine the impact this had on revenue.
Continental Office B2B Website Redesign
With a brand refresh just a few months prior, Continental Office, a customized workplace solution provider, needed to update its 6-year-old website. The team wanted to ensure they were integrating buyer personas to provide an engaging user experience complete with relevant content marketing.
The old website was fine at the time but wasn’t built around telling the whole story while understanding the customer journey.
In creating that great user experience, you have to stay relevant with what people are looking for and then build your website around that, which I believe is what we did and has allowed us to have these successful results. - Rachel Iannarino, Vice President, Marketing.
The results of getting to know customers and building a website around that speak for themselves. Through the redesign strategy , traffic increased by 103% year-over-year and net-new contacts increased by 645%.
Even though we had such great results last year, it’s already up — the number of new contacts is up over 80% from last year already. And I can’t lie; I keep waiting for these numbers to kind of plateau, but fortunately for us, the results just keep trending in a positive way - Iannarino said.
Music & Arts
Music & Arts sells musical instruments and comprises 150+ retail stores, and 300+ affiliate locations. Their sizable eCommerce site had numerous usability problems that hindered online sales.
There is a detailed case study of this UX redesign project on the Toptal Design Blog: “ eCommerce Redesigned: How Minor Changes Made Major UX Improvements .”
After a three month UX redesign project that significantly improved basic usability issues (consistency, simplicity, user flow, system feedback) their online sales increased around 30% year-over-year .
This ad-tech platform’s UX redesign project took over a year. The B2B platform was about 7 years old and was made up of a hodge-podge of UIs, a variety of different-looking web-applications that were created at different times. As the company was maturing, it needed a unified UX design and a brand-consistent look-and-feel.
As a result of the UX redesign, NPS increased from 6 (detractors) to 9 (promoters) over 3 months immediately after launch when measured against the old platform’s satisfaction data.
A very interesting experiment related to the ROI of UX was conducted by the Geoff Teehan, Director of Product Design at Facebook in 2006. They called it the “UX Fund.” The $50,000 fund invested in companies that focus on delivering great user experiences. The hypothesis was that the ROI of UX should be reflected in their stock price over time.
Over a ten year period, from 2006 to 2016—including a major financial crisis in the middle of it—the “UX Fund” returned 450% vs the Nasdaq’s 93.2% return (that’s 45% annual return over ten years which beats any other asset class). You can read more about this experiment here .
Despite the evidence that UX design investments enhance customer experience and address business problems, executives still find it a challenge to define the financial benefits using traditional ROI measures. UX designers best serve businesses if they can not only create great “designs that work,” but are able to articulate and convincingly demonstrate tangible business results and KPIs to executives and stakeholders.
In order to be convincing and really get to the heart of what executives need to hear, UX designers need to think in similar terms to business leaders. Think: how can we best provide business value? If we do this, what will the return on our investment be? What metrics will demonstrate that we’ve made the right choices?
If done well, design can help bring order and coherence to the disorder that is the current state of the B2B world and enterprise applications. A 2016 design study of 408 different companies found that the more a company focused on and invested in design, the more they saw sales increase and experienced higher customer retention rates—customer engagement soared, and they moved through product cycles faster. All this simply because they put UX design, and more importantly, the customer, at the very heart of their business.
Clearly, good user experience is good for business . Today it’s become part of a UX practitioner’s job to offer decision-makers a compelling demonstration of the true value of exceptional UX design, and that there is indeed an impressive ROI in UX.
Further Reading on the Toptal Blog:
- The Value of Design Thinking in Business
- Product Strategy: A Guide to Core Concepts and Processes
- Collaborative Design: A Guide to Successful Enterprise Product Design
- Customer Journey Maps: What They Are and How to Build One
- Great Questions Lead to Great Design: A Guide to the Design-thinking Process
Understanding the basics
How can you improve your website.
One of the many ways to improve a website is to do a user experience evaluation by bringing in a UX expert. A UX expert would consider the website’s content, its main customers, and core functionalities, and come up with a user-centered redesign solution.
What does B2B mean?
B2B is an acronym which stands for “business to business.” It signifies the exchange of products or services between businesses, rather than between businesses and consumers.
What is the difference between B2C and B2B?
B2C is a shorthand for “business to consumers” whereas B2B is an acronym which stands for “business to business.” Consumer-oriented eCommerce websites are an example of a B2C.
What are user experience goals?
The goals of user experience, or “UX,” are to deliver an experience to customers that delight and ensure that the right content, features, and functionality are presented in the right place, at the right time, in the right way.
What are UX and usability?
UX stands for user experience which refers to the “experience” an end-user has when using an interactive product. Usability refers to how easy it is to use a digital product. For digital products to work well in the real world, they need to have great usability.
What is the meaning of brand perception?
Brand perception is what’s held in the minds of customers when they hear or see something about a particular brand. Brand perception represents the brand values and quality of a brand, and how a customer would feel and think about a brand.
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UX Case Study: How Hubspot Redesigned Their Homepage
- #Enterprise UX
- #User Research
- #Web Design
HubSpot ’s home page is visited by more than 4 million users per month, serving 18,000+ companies across 90+ countries.
Their home page is the lynchpin for the company’s entire online ecosystem. So when the company grew massively from a private company to a multi-product, public global organization, a homepage redesign was in order.
And it needed to happen quickly, in time for a grand release of a whole new product line at HubSpot’s annual industry event, INBOUND, just 1.5 months from the project kickoff.
UX Designer Austin Knight led the project, supported by a team of three (visual designer, developer and marketing manager). Outside the immediate team, Knight also worked with six others for product positioning, copywriting, and technical development.
This is the story of how a designer applied the focused research, collaboration and unwavering customer focus of Lean UX to deliver bottom-line results on a tight schedule.
Photo credit: HubSpot ’s redesigned homepage
The following is an excerpt from The Project Guide to Enterprise Product Design . The free guide explains best practices based on real projects.
Step One: Deep Research and Constant Testing
The HubSpot project began right when Knight was introducing the more iterative, Lean UX approach to his team. Created by Jeff Gothelf , Lean UX aligns business strategy with lightweight design process through constant “learning loops” (build – measure – learn).
In this case, the first step of this work was to dive into analytics and user research to quickly validate assumptions.
Analytics & Heat Mapping
Unlike some processes where a marketing analyst might provide the design team with web data insights, Knight dove right into the data himself. Massive amounts of data were available in HubSpot, Google Analytics and Mixpanel. The main challenge was sorting through the data to reveal meaningful patterns.
Knight discovered a significant number of users exhibited the following behaviors:
- Moving straight from the homepage to pricing (pre-disqualifying themselves from the product benefits)
- Moving straight from the homepage to an FAQ (signalling they weren’t finding the answers to their questions)
- Moving straight from the homepage to site search (usually searching for product queries, meaning they weren’t quickly getting the information they needed).
It was clear that, despite being in-depth, the home page lacked critical information that decreased conversion.
Knight also examined heat maps and scroll maps conducted with 25,000 users each, supplying 467,308 unique data points. Ranging from several years back to the present time, the maps helped Knight further understand where disengagement was happening, including discovering that only 25 percent of users would scroll on the homepage.
Finally, user session recordings acted as hybrid quantitative/qualitative research.
Since the recordings were live, anonymous, and undetected, the results were fairly reliable since they represented user behavior in a natural environment.
Session recordings ran continuously throughout the whole design project, providing a stream of data to validate user interviews and usability tests.
While quantitative research helps you see the “what”, it doesn’t always reveal the “why”. To dive into motivations behind behavior and UX requirements, designers need to interview users and stakeholders.
1. Customer Interviews
Because 10% of the HubSpot homepage traffic consisted of HubSpot customers logging in or searching for resources, the redesign could not neglect such a valuable user group.
Knight interviewed customers not just to validate the other sources of data, but also as a basis for determining how the new homepage could deliver dynamic content to specific segments.
By developing a rigorous user interview process and tying questions to outcomes, he gathered highly focused feedback.
2. Stakeholder Interviews
Since this project would literally change the digital face of HubSpot, Knight also interviewed executive leadership and product, marketing, sales, and customer support teams.
He then cross-referenced the results with feedback from user interviews, support call transcripts, unsolicited HubSpot redesigns , tweets, emails, and even conversations that Knight had with attendees at his own speaking events.
“Data-inspired, human-centered design – that’s what we do,” Knight said. “Designers need to interpret data on their own and objectively justify their design decisions whenever possible. We work in an industry where designers are becoming increasingly empowered by quantitative and qualitative data. As such, we generally don’t make decisions based on opinion or what someone ‘likes’. There has to be more to it. The true magic of today’s designer is in how they can interpret implicit and explicit data, and thoughtfully transform that information into design solutions.”
Multivariate Testing of Small Tweaks
Finally, based on all the initial research, Knight was soon able to quickly design a few incremental changes for validation with multivariate tests.
The tests helped qualify or disqualify specific design elements, which would then influence the entire team’s strategic decisions as they moved to the full homepage redesign.
Step Two: Building a Living Design
As explained in The Project Guide to Enterprise Product Design , Knight followed a structured process of “starting broad, testing, learning, iterating, and narrowing in on the optimal solution with each round”.
Once the team decided on three major variations, they created lo-fi prototypes and added fidelity as needed to present to stakeholders for feedback. Once a major direction was selected, Knight remained in the lo-fi stage for multiple iterations before moving on to visual design.
In fact, the lo-fi prototypes bear a striking resemblance to the final product, given all the time spent gathering feedback and direction from users at this critical juncture.
“We tested with users throughout, from testing paper prototypes to working with our wireframes and on to visual design,” Knight said. “The voice of the customer was present throughout the process. As a designer, this extra voice in your ear is critical. It doesn’t make all the decisions for you, but it helps you find your direction.”
During the visual design stage, Knight worked closely with his visual designer.
It’s also important to note that Knight was already discussing the design with his developer at each step of the process. While they wouldn’t begin coding extensively until the hi-fi prototyping, they all worked on interactions throughout, ensuring the entire team was on the same page.
The team created a modern aesthetic with bold colors, HD imagery, and an atypical grid structure. This grid structure was inspired by the need for the new homepage to represent a “living design”. The grid-based, modular structure scales well across devices, content could be easily changed or moved and key sections could be updated with content inspired by stakeholder and user suggestions.
Another interesting element of the atypical grid structure was the photo framing.
The team took a very unique set of photos intended to fit perfectly into the structure, allowing the off-hover state to show an out-of-focus section of a photo that would expand out into the right grid element on-hover, revealing the full photo and additional information.
The photo treatment became a distinctive design element and interaction that greatly increased user engagement. The team also developed dynamic content personalized to the user, which was revealed as a major opportunity in early customer interviews.
Finally, since 16% of HubSpot users access the site via mobile and more than 19% of the U.S. population has specific accessibility needs, compatibility and accessibility elements were critical to the design and accounted for in every step of the process, including the code.
As with all other aspects of the project, the mobile and desktop versions were iterated on together on a parallel path.
Step Three: Coding and Testing
The next step was building a clean code, using the company’s own CMS.
Knight, his visual designer, and his developer worked hand-in-hand to ensure the code was compatible across all devices, QA testing their prototypes on a regular basis.
The team tested the site across devices and resolutions in multiple versions of Chrome, Safari, Firefox, Internet Explorer, Edge, Opera, and Yandex. The team used BrowserStack to emulate the site on real devices and since they knew they percentage of their users on each platform, they were able to prioritize fixes according to audience size and criticality.
Step Four: Constant Testing and Iteration
The new site went live, as planned, on stage at INBOUND, premiering as the new products and features it was built to support were announced by the company’s co-founders. The launch was a huge success.
As Lean UX practitioners, however, the core team couldn’t just rest on their laurels.
The team cross-referenced live site data in Google Analytics and HubSpot, paying close attention to the following metrics:
- Conversion rate
- Submission rate
- Drop-off rate
- Goal completion
- Navigation summary (origin page and destination page)
- Specific search Queries.
The team only examined vanity metrics like bounce rate and time on page to create context for the core KPIs mentioned above.
To continue optimizing the design, the team ran more heat mapping tests (25,000 users in multiple sessions) and more usability tests.
Result: Data-Informed UX Success
This was the first project that Knight and team completed using the full Lean UX process, combining data and form together to deliver quick business outcomes. And because the resulting site is as collaborative and flexible as the process itself, iterations can be made easily and often, keeping the design fresh and responsive to whatever the user needs and business goals might arise.
While we can’t dive into all the numbers due to NDA, we can reveal the following post-launch business results:
- Increased engagement in critical CTAs
- Increased engagement with navigational elements
- Increased trial signups
- Less reported stress among the product team
HubSpot is now a firm believer in the Lean UX approach: “Our team was efficient and collaborated well,” Knight said. “Users were involved throughout the entire process. And as a result, we produced something impactful that we all could really be proud of.”
For more advice based on case studies, download the free Project Guide to Enterprise Product Design .
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Website Redesign Case Study – 5 Key Findings
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Did you know that 50% of internet users believe that a website’s design determines if a brand has a strong image? Visitors perceptions of your brand may be impacted if it is outdated, unresponsive, or otherwise problematic on various devices. So much so that they begin to doubt whether they should believe your company.
Sometimes your troubles might be resolved with a few quick and easy tweaks. But in all other cases, it’s beneficial to put time and effort into more complicated solutions. like a total website redesign.
We recently redesigned the website of an electric scooter manufacturing company and identified five key findings that would be helpful to any business considering website redesign services .
If you’re considering a redesign, this case study will give you some insight into the process and what to expect. We’ll take a look at key findings from our recent redesign project so that you can see how we approached the process and what worked well for us. Hopefully, this will give you some ideas of things to consider for your own website redesign.
Table of Contents
Identifying the need for a website redesign
What are the key benefits of redesigning your website ? Redesigning a website can be a daunting task, but the benefits can be tremendous. A well-designed website can help a business to attract new customers, improve customer retention and boost sales.
Why is the website redesign needed? Such questions typically come up when a company changes its branding or experiences issues with Google rankings, but there are numerous other situations in which a website redesign or revamp may be necessary.
The severity of the issues listed below will determine whether your website has to be redesigned.
1. Has your brand changed?
If your website no longer reflects the image of your business, it may be time for a redesign. In today’s digital age, first impressions are essential, and your website is often the first interaction potential customers have with your brand. It’s critical to ensure your website is up-to-date and accurately reflects your company’s values and mission.
If your website is outdated or doesn’t reflect your brand well, users will likely negatively judge your business and move on to a competitor. A well-designed website that accurately reflects your brand can help you win over customers and Build Trust.
2. Does your competitor’s website look better than yours?
You don’t have to rebuild your website each time one of your competitors does. However, it’s crucial to remember that your company does not operate in a vacuum. If your competitors are constantly innovating and improving their online presence, it’s only a matter of time before your website starts to look dated in comparison.
Of course, you don’t want to constantly play catch-up with your competitors. But it’s important to keep an eye on their activities and be prepared to make changes to your website when necessary. By staying ahead of the curve, you can ensure that your website remains a valuable asset for your business
3. Is your site old and outdated?
Building relationships with potential clients begin on your website. However, if your website’s design is outmoded, it can have a detrimental effect on both their initial impression and their user experience as a whole.
A business website often has to be updated every two to three years. It might be time to assess whether your site still meets the demands of your visitors if it has been some time since your previous overhaul. A website’s design and functionality should be updated to reflect new features and best practices as they become available.
4. Does your site take a while to load?
Your website must load almost instantly because today’s website visitors absolutely anticipate a quick user experience. A recent study found that the average website visitor expects a page to load in two seconds or less. If your website takes longer than that to load, you’re likely to lose visitors. And if those visitors are potential customers, you could be losing out on valuable business.
There are a number of ways to improve your website’s loading speed, including optimizing your images and using a content delivery network (CDN). But whatever steps you take, it’s important to keep your website’s loading time in mind when designing and developing your site. Because in today’s fast-paced world, visitors won’t wait around for a slow website.
5. Is the website experience lacking on desktop and mobile?
Giving visitors a fantastic overall experience from the moment they first visit your website through conversion is what is meant by “excellent user experience.” Two broad techniques that can be used to improve user experience are improving the website’s design and making sure the website’s content is well-written and relevant.
A well-designed website will be easy to navigate and will look good on all devices. The website’s content should be well-written and relevant to the products or services offered. If the website’s content is dull or irrelevant, visitors will quickly lose interest and move on to another site.
Improving user experience can be a challenge, but it’s well worth the effort. By making sure your website is designed well and has high-quality content, you’ll give visitors a reason to stick around, and you’ll be more likely to convert them into customers or clients.
6. Is your website still not responsive?
In today’s world, people are using a variety of devices to access the internet – from desktop computers to laptops, tablets, and smartphones. This so-called “multi-screen culture” means that your website needs to be optimized for all types of devices if you want to stay ahead of the competition.
Simply put, if your website isn’t optimized for mobile, you may lose out on potential customers and sales. Make sure your website is responsive and easy to use on all devices, and you’ll be sure to keep your visitors happy.
7. Is it a headache to add new functionalities or make simple changes?
If you’re finding it difficult to add or change functionality on your website, it may be time to consider a redesign. Well-thought-out functionality should be a focus for your business, and if your website isn’t up to par, it could be costing you customers and sales.
A website redesign can be a big undertaking, but if done right, it can be a major boon for your business. Take the time to consider your website’s functionality and make sure that it’s up to snuff. Otherwise, you may be missing out on valuable opportunities.
8. Are sales or conversions declining?
To ensure that your website is visible to potential customers, you need to optimize it for search engines. This means making sure that your website appears as high up as possible in search engine results pages (SERPs), for relevant keywords and phrases. The higher your website appears in SERPs, the more likely people are to click through to it. And the more traffic you can drive to your website, the better chance you have of generating leads and sales
But what if your website doesn’t perform the way you thought it would and leads to declining sales or conversion? You might want to redesign your website.
9. Is it a struggle to find information on your site?
Your website is one of your most important marketing tools. It’s how you connect with customers and prospects, and it’s a reflection of your brand. If your website is outdated or not functioning properly, it could be hurting your business.
That’s where our Website Redesign services come in. You need to create a modern, responsive website that meets the needs of your business and your customers. Make sure your site is easy to use, informative, and engaging, so you can focus on running your business.
Website Redesign Case Study
Learn a few of our clients who have used our website redesign services to create amazing web experiences for their users and increase conversion rates.
#1. Okinawa Scooters – Electric Scooter Brand Case Study
Some background here.
With the goal of building two-wheelers that can propel our present into a sustainable future, Okinawa is a 100% Indian electric two-wheeler manufacturing firm that was founded in 2015.
The mission of Okinawa’s electric bicycle manufacturer is to become the most well-known EV brand in the world. They do this by producing clever, inventive, elegant, comfortable, and energy-efficient vehicles that Okinawans can be proud of.
By building these bikes with an eye for quality and social responsibility, they hope to make Okinawa the leading electric two-wheeler manufacturer and set the standard for accessible eco-friendly technology for future generations.
For having an online presence and carrying out their sales they have created a website that doesn’t happen to be giving them the desired results and wanted to redesign it. We suggested to them some corrections to be made on their website. The Following are some challenges we faced while redesigning the website.
Problems/Challenges: Okinawa Scooters Case Study
1. Designing for the buyer persona
Creating a successful website requires a deep understanding of your target audience, their goals, and the environment in which they will use your site. Too often, website designers create sites that they think look cool, without considering the needs of the people who will actually be using them. This can lead to frustration and a feeling of being lost for visitors, which is the last thing we want.
The site when approached had no relevant information that a Buyer Persona might be looking for. This is why while redesigning it we took time to really understand who the users were, what they were looking for, and what kind of information would be most relevant to them.
We also looked at other sites in the same industry to see what kinds of information they were offering and how they were presenting it. Based on real demographic data, we were able to come up with a new design that was much more user-friendly and informative.
2. Balancing aesthetics with functionality
A captivating, eye-catching design can keep visitors on your site longer. However, if you put the demands of your customers before the needs of your users, they will become frustrated when attempting to understand or navigate your website and are more likely to leave.
Designing an appealing website that adheres to your brand and values while avoiding overly flashy design decisions that impair website readability and usability can be challenging.
The site earlier had some good aesthetics in some places but with low functionality and vice versa. However, with the help of our skilled designers and developers, we have been able to create a site that is both aesthetically pleasing and highly functional.
In order to do so we took the following steps
- We believe that usability is the most important aspect of any website or product. Therefore, we took the time to find the right page style that goes in line with the product as well as the company’s values. We think that this will help to create a better user experience and ultimately lead to more success for the company.
- Further, We chose images that showcase their expertise and display them as a logical narrative.
- To allow for an aesthetically pleasing and easy-to-read design, we used legible typefaces and leave adequate white space between paragraphs, text, and images. This gave the design a “breathed” look and feel, making it more inviting and professional. Keeping in mind that too much white space can make a design look cold and uninviting while striking a balance that works for your particular project.
3. Balancing functionality and aesthetics with speed
Every stage of the process, from design to development, is a challenge to strike a balance between speed and functionality/content.
While working on this project:
In the design phase, the challenge was to create a user interface that is both fast and easy to use.
In the development phase, the challenge was to create a code that was both efficient and easy to understand. In both cases, the goal was to achieve the perfect balance between design and functionality.
But there’s still an important factor that’s important which is speed
User attention is captured and maintained on your page with appealing graphics, videos, and animations. However, having too many media components might slow down your website’s loading time, which irritates visitors and degrades your search engine rankings.
In solution to that, we took some steps while redesigning the website
- Before creating the user interface, we made sure the fundamental information architecture and hierarchy were logical and intuitive.
- The design was kept as basic as possible, with only the most important components present.
- Only those videos were added that were important enough to show
- Choose the best third-party tools and make sure to use them correctly and early in the design process.
- Kept the content on each page to a minimum
- Consolidated huge files
4. Preparing it for heavy traffic ( as they occasionally run national-level campaigns on TV, in newspapers, and online)
The team at VOCSO worked tirelessly for days, preparing the website for heavy traffic. The reason behind this was website traffic generated through paid media campaigns. We knew that when the company ran national-level campaigns on TV, in newspapers, and online, the website would be hit with a lot of traffic. We recommended the company upgrade the server, optimized the code, and tested everything to make sure it could handle the load.
5. Managing stakeholder expectations
You’ll need suggestions from multiple stakeholders as you develop your site, whether you’re a design firm, an internal team in a big company, or a small business owner. This is because each stakeholder will have their own perspective on what the site should look like and how it should function. As such, it’s important to get input from as many stakeholders as possible in order to create a site that meets everyone’s needs and expectations.
If you don’t get buy-in from key stakeholders and align your business objectives with the vision for your website, you run the risk of having your design compromised or altered. This can jeopardize the success of your website and lead to frustration on the part of users, which is why it’s so important to get everyone on board from the outset. By clearly articulating the goals of the website and getting input from all stakeholders, you can ensure that the final product meets everyone’s needs and expectations.
Managing Stakeholder’s expectations was Indeed a Challenge. However, we managed to do so while keeping all this in mind. We started with a clear plan and stuck to it throughout and asked about the precise, measurable business objectives they must attain.
6. Keeping in mind the future scalability
When it comes to designing a website, you want something that is both elegant and functional. You want your website to be adaptable enough for the future should your company’s needs or audience change.
But designing a site that can handle any future expansion is difficult because you won’t know what those changes are until they happen.
That’s why we included flexibility in the design phase so that any additional content or features can be easily added later on as needed. But before doing so there were some considerations to be made
- Before planning the website, and redesign we asked them about their long-term goals
- Made sure servers can handle several queries at once to minimize performance issues.
- Dispersed the burden during busy times across other servers by distributing site traffic.
Strategies: Okinawa Scooters Case Study
1. Become Familiar with the Content/Structure
Designers must carefully consider which content is best suited for a specific post type and which content is best suited for a static site. There are a variety of factors to consider when making this decision, such as the purpose of the site, the target audience, the type of content, and the overall tone and style of the site.
There’s no denying that the amount of content on the average website can be overwhelming. Just think about all of the different pages, posts, images, and videos that are out there. And, of course, all of that content has to be created by someone.
In most cases, there isn’t just one person responsible for all of the content on a website. Instead, there’s a team of people who work together to create and curate all of the content that you see.
The best way to manage all of that content is to Clarify it from the beginning
2: Create Focus. Simplify. Organize
It’s time to create the blueprint for a new structure that will best display the content once it has been arranged into labeled boxes. But first, we must establish focus.
What is the most important aspect of the material we are trying to display? What do we want viewers to see first, and what can be secondary? Once we have a clear vision for the overall display, we can begin to sketch out a plan for the new structure.
With a focus identified, we can simplify and organize. Having a focus also allows us to stay on track and avoid getting sidetracked by less important tasks.
3: Get the Client Involved
It’s important to create the sitemap of your website, but you should also map out where each page will go. This way, when you begin adding content to your site, clients are able to see how it looks and what order it goes in.
Page types are included in the sitemap, but the mapping of content is not. Experienced web designers are aware that the majority of problems arise when a client begins adding content to their website. Keep the client looped in from the beginning to prevent this issue.
4. Competitor Analysis
Looking at your competitor’s websites can be a helpful way to learn what you can do to improve your own website. You may notice things that you like and feel could be improved upon. For example, if you see a competitor’s website that has a lot of helpful and relevant information, you may want to consider adding more content to your own website.
On the other hand, if you see a competitor’s website that is difficult to navigate or doesn’t provide much useful information, you may want to make your website more user-friendly and informative. By taking note of what you like and don’t like about your competitor’s websites, you can learn how to improve your own website to make it more appealing and effective.
4. Create Visual Structure Through Wireframing
As a professional web company, we worked on the wireframe for the new design and kept the important information above the fold. This way, users would be able to see it right away without having to scroll down. We created the website with an easy navigation structure so visitors could use the website easily and navigate. We also included plenty of links and CTAs. The finished product was a clean and modern website that was easy to use and looked great.
5. Improving the mobile experience
Making your website a mobile-first machine doesn’t require much work, but the benefits are great. You can’t afford to neglect smaller devices when more people are now searching for content on mobile devices than on laptops and desktops.
Your website should ideally appear stunning on all types of devices. You risk alienating visitors who use smartphones if your graphics and fonts are larger than the screen size of those devices.
Both responsive design and Accelerated Mobile Pages (AMP) can enhance your visitors’ mobile experience.
6. Provide the Homepage with a Clear Goal
When designing a homepage, it’s crucial to set the aim early on. This is because the homepage is often the first point of contact between a website and its visitors. According to a recent study, many visitors arrive at a website without fully understanding what it is or what it does.
As such, it’s important to design the homepage in a way that clearly communicates the website’s purpose. This might involve using strong visuals and clear, concise text. It’s also important to ensure that the homepage is easy to navigate so that visitors can quickly find what they’re looking for.
7. Incorporate the brand style guide
The wireframes for a product are the foundation upon which the product is built. They provide the basic structure and layout for the product and are typically created by designers. Once the wireframes are complete, it’s time to turn them into a usable and engaging product. This is where brand colors and fonts come into play. By using brand colors and fonts, the written content is made simple to understand. In addition, these elements can help to add personality and flair to the product. Ultimately, by taking the time to turn wireframes into a finished product, you’ll create a better user experience and a more successful product.
8. Experiment with typography combinations
Good web design relies heavily on typography. Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, and letter spacing. The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Good web design must take into account the different ways in which people read.
Different fonts can be used to create different moods and different purposes. The size, weight, and style of the typeface are some of the most important factors in making the right look and feel for a website.
9. Polish the Look and Feel of the Website
Designers frequently hear the words “Look and Feel” from both clients and their peers. Although it sounds very broad, this phrase holds a specific meaning
The “look” of a graphical user interface in software design refers to elements like colors, shapes, layouts, and typefaces. It also refers to the behavior of dynamic elements like buttons, boxes, and menus.
Your website’s design and layout should give visitors a clear idea of what your business stands for and what they can anticipate in terms of its culture, level of customer service, and ethos.
10. Add social proof
Using social proof in marketing is a common strategy to boost the confidence of potential buyers in a good, service, or brand. In essence, it aids in reducing buyer hesitation by providing reassurance that others have made the same purchase and been satisfied with the results. This technique can be used in a variety of marketing materials, from website testimonials to product reviews on social media.
When executed well, social proof can be an effective way to increase conversion rates and encourage potential customers to take the plunge. However, it’s important to use this strategy sparingly and only when it feels genuine and authentic. Overuse of social proof can backfire, making your brand seem inauthentic or even untrustworthy.
11. Implementing strong content management capabilities
A CMS, or content management system , is a web-based application that enables you to create and manage your website’s content. The quickness of a CMS is one of its key benefits.
With it, you can quickly develop and launch your website because it comes with ready-made templates and built-in features that allow you to create a professional-looking website with little to no programming or design experience.
Hence implementing strong cms capabilities can work wonders for you
12. Best SEO practices
Search engine optimization (SEO) is a process of improving the visibility and ranking of a website or web page in search engine results pages (SERPs). It is a means of increasing the quantity and quality of traffic to a site from search engines, ideally resulting in increased revenue.
SEO is essential if you want to grow your target audiences, build long-term brand exposure, and generate more income. However, it is important to note that SEO is not a quick or easy fix – it is an ongoing process that requires time, effort, and dedication. In order to see results, you need to be patient and consistent with your SEO efforts.
There are a number of things you can do to improve your SEO, including optimizing your website content, building backlinks, and using social media to promote your site. If you are serious about growing your business, then you need to make SEO a priority. Investing in a good SEO campaign will pay off in the long run, so don’t hesitate to put in the work now.
If you’re planning a website redesign, there are some important SEO strategies to keep in mind. Read the top SEO strategies for a website redesign .
13. Mapping old URLs with new respective URLs
If you’re launching a new website, it’s important to map your old site’s URLs to the URLs for the new site. This will ensure that any incoming links to your old site are redirected to the new site and that your users don’t end up seeing 404 errors when they try to access your content.
To do this, you’ll need to set up redirects on your old site. A redirect is a server-side operation that tells the server to send any visitors who request a specific URL to a different URL. You can set up redirects for individual pages or for entire sections of your site.
If you’re not sure how to set up redirects, you can find plenty of tutorials online, or you can hire a web developer to help you. Once your redirects are in place, be sure to test them to make sure they’re working as intended.
14. Improving the loading speed
Reducing the time it takes for people to load your website is a terrific way to make them happier customers. Not only will they be able to find what they’re looking for faster, but they’ll also be more likely to make a purchase.
There are a few key things you can do to reduce loading times. First, make sure you’re using a good hosting provider. Second, optimize your images so that they load quickly. Finally, don’t use too many heavy plugins or scripts that will slow down your site.
By following these tips, you can ensure that your website loads quickly and efficiently, making for happier customers and more sales.
15. Using CDN for Video content
A CDN or content delivery network is a system of distributed servers that deliver web content to users based on their geographic location. By utilizing a CDN for streaming video, you can increase a stream’s ability to reach viewers around the world while reducing latency and buffering time.
This is because a CDN can provide a high level of bandwidth and reliability by distributing the load among multiple servers. Additionally, a CDN can help to ensure that the source content is always available by replicating it across multiple servers in different locations.
16. Cloud hosting for ease of scalability
Cloud hosting is a type of web hosting that uses a network of remote servers to store your website data. One benefit of this type of hosting is that the multi-server setup allows for automatic backups of your data. This means that if your website goes down, your data will still be safe and you can quickly get your site back up and running.
It allows you to scale easily as a cloud solution enables businesses to adjust appropriately and affordably to enhance storage and performance as traffic or workload demands increase abruptly or over time.
17. Finishing Strong: Mind the Details
Users visit the details page for one of two reasons: either they want to learn more about a landmark or they are already familiar with a location and are looking for specific information. If users are looking to learn more about a landmark, they will want to see photos and read about the history and significance of the location.
If users are already familiar with a location, they may be looking for specific information such as an address, hours of operation, or contact information. Regardless of the reason for visiting the details page, users should be able to easily find the information they are looking for.
Results: Okinawa Scooters Case Study
1. Performance Improvement,
The overall performance of the website earlier was not what the client expected it to be but soon after we gave it a makeover and fixed things It started performing well and is constantly growing
1. Bounce Rate
The percentage of all sessions on your site where users only viewed a single page and sent a single request to the analytics server is known as the bounce rate, which is calculated as single-page sessions divided by all sessions.
The bounce rate earlier was very high as compared to now after redesigning it the Bounce rate went lower.
2. On-page time
The length of time a visitor spends on a web page before leaving for another is known as time on the page. Keep in mind that no time on the page is calculated or added to the average if the visitor doesn’t turn to a second page. It’s as if they had never even been there.
3. Engagement rate
Online engagement rates are an important metric for marketers to monitor and analyze. To generate this statistic, marketers measure the number of “likes,” “comments,” and social shares related to the content. The engagement rate is used as a vital statistic for brand initiatives and is a key indicator of the effectiveness of any marketing campaign.
4. Conversion rate
Simply dividing the number of conversions by the total number of ad interactions that can be linked to a conversion within the same time period yields the conversion rate. Your conversion rate would be 5%, for instance, if you had 50 conversions out of 1,000 interactions, as 50 divided by 1,000 equals 5%.
5. SEO impressions & clicks
When the target of a marketing message takes the desired action, we refer to it as a conversion. Although conversion is a crucial statistic in the marketing funnel, it does not always indicate a sale. Conversions can also take place before a sale and show how far a prospect has advanced in the sales process.
Ad Clicks, sometimes known as just Clicks, is a marketing metric that tracks how frequently visitors click on digital advertisements to access internet properties.
Key findings: Website redesign case study
A website redesign can be a daunting task, but it can also be a great opportunity to improve your online presence. Our case study found that there are five key areas you should focus on when redesigning your website: user experience, mobile optimization, search engine optimization, content, and design.
By keeping these five areas in mind during your redesign process, you can create a website that is not only visually appealing but also easy to use and navigate. Additionally, by ensuring your website is optimized for mobile devices and search engines, you can reach a wider audience and attract more visitors.
1. Social proof increases engagement and conversion
Social proof is a psychological phenomenon that occurs when people copy what others do to feel safe, and is used by marketers to help increase conversion rates. Social proof is primarily achieved through testimonials from other consumers, but can also be achieved by leveraging reviews or social media influencers. The more people who have purchased and interacted with your product or service, the more likely it will convince prospects to buy.
With the help of a fantastic social proof tool, adding social proof to your site, such as recent customer behaviour, takes less than five minutes to set up and implement. It can also increase conversions by up to 15%.
2. A good brand style guide is key to building a website with a consistent theme
The purpose, vision, and values of your brand are translated into design via your brand style guide. A brand style guide is a manual that specifies how an organisation should represent itself to the public, including through the use of its logo, font and colour choices, photography, and other elements. In other words, it serves as a guide that promotes consistency in the way a brand appears, feels, and sounds. Don’t be intimidated by the term “brand bible”; it’s used by some because the document is so potent. Those are simply other labels for the same thing.
When you use a brand book, you can be sure that your brand will always look and feel the same, regardless of who handles customer service, marketing, design, and sales.
3. Use of CDN drastically improves website performance
Load times can be slashed by up to 50% by using a CDN. Reduced file sizes, shorter paths between content storage and destination locations, and a host of other performance-enhancing features make CDNs an attractive option for anyone looking to improve their website’s loading times. While there are a number of different CDN providers to choose from, each with its own unique set of features, all of them offer the potential to significantly improve your website’s performance.
4. Having a blog and insights section on the homepage increases Google’s crawl frequency
Adding new content to your website on a regular basis can help it rank higher in search engine results. This is because search engines like Google tend to favour websites that are constantly adding new content. By adding new content, you’re also increasing the chances that your website will be found by potential visitors.
By adding a blog and insight section to your website you’ll not only gain better insight into your target audience but increase Google’s crawl frequency as well, know that everyone on your page genuinely wants to read what you’ve got to say, and be able to effectively improve your strategy by paying attention to how well different posts perform. Write content in the best interest of your readers, and the metrics will follow.
5. Sharing updates frequently with different stakeholders increases efficiency
There are many ways to keep stakeholders up to date on your progress. One good way is with regular updates that detail the choices you have made, and the course of action you will take and motivate them to invest in your project. Updates like these also help stakeholders understand your decisions better as well as build trust in your project/business.
How can VOCSO help here?
VOCSO is a web development company offering custom CMS development , custom website design and development , custom web application development , and custom mobile app design and development services in and out of India.
We also provide dedicated resources for hire:
- Hire AngularJS Developers
- Hire ReactJS Developers
- Hire Dedicated PHP Developers
- Hire Laravel Developers
- Hire NodeJs Developer
- Hire NextJS Developers
If you aren’t obtaining the desired outcomes despite your website being stunning, useful, and pixel-perfect, it isn’t serving its intended purpose. Your website serves to market your company, establish your brand, and eventually boost revenue. Consider a redesign if you are dissatisfied with your results. Please get in touch if you need assistance with designing a professional website, redesigning it, or performing a complete redesign
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How a digital marketing agency improved page one rankings by 36% with an SEO-focused website redesign
Google’s recent emphasis on page experience means your website performance can make or break your organic visibility. User experience and page speed are playing an increasingly important role in how your content is ranked, leaving many marketers scrambling to update their websites.
Unfortunately, website redesigns are a significant undertaking for marketers, especially those inexperienced in search engine optimization (SEO) . And undertaking any type of website refresh without a strategy in mind can actually cause more harm than good.
Whether you’re doing a complete website overhaul or tackling your updates in phases, it’s important to follow website redesign best practices . When done right, these changes can give your rankings and traffic a major boost.
Download the case study
Why strategic website redesign is important.
Some marketers mistakenly believe that a website redesign is a surefire way to rank better and drive more traffic. In fact, it’s ingrained in many marketers’ minds that a complete overhaul is needed every two or three years — but that simply isn’t true !
The reality is that every website redesign has the potential to tank your rankings. Changes to design, architecture, and content can put your organic visibility at risk if you don’t fully understand what elements of your website are driving traffic in the first place. Good website redesign SEO means taking the time to pinpoint your current website’s strengths so you can build on them and identifying its weaknesses so you know what can safely be eliminated. You never want to change your URLs, rewrite content, or delete pages — all common redesign tasks — without first understanding its impact on your SEO.
In fact, during this process, you may find that your website doesn’t need a full redesign at all! Modern content management systems, like WordPress and Drupal, give you the option of an iterative design approach that allows you to work in planned phases. These regular, incremental updates can be a major boon for organic visibility when done strategically.
Improving keyword rankings with a website redesign
With the Page Experience Update rolling out in June 2021, Pure Visibility was motivated to make some long-needed changes to the website to better optimize for Core Web Vitals and overall visibility.
Our team decided to make the most of its limited resources and be strategic about our redesign. Instead of an entire website overhaul that traditional redesigns call for, we decided to first focus on foundational updates that would improve page speed and usability. Our goal was to make the website faster and more user-friendly for both our visitors and our own marketers.
Here are some of the strategies we used, what you can take away for your own redesign, and how these changes gave us a boost to our rankings and organic traffic.
Picking a faster WordPress theme
This website refresh began with research around a new WordPress theme that would be fast and light on code. We eventually decided on the Astra WordPress theme, which we found lightweight and easy to use.
Takeaway: WordPress is the most popular content management system in the world and commands 40% of website market share. ( source ) That being said, not all themes are created equal. When picking a WordPress theme, look for something responsive, user-friendly, and secure. Avoid bloated code that could slow down your website or leave it vulnerable to hackers.
Eliminating custom CSS
Once we had made a decision on the theme we began eliminating custom CSS that was bogging down the existing site load. This is a common problem for many marketers and developers who want to customize some element of their website.
In that same vein, we moved off of Elementor, which was the main culprit for slow loading on the old website. The website builder was adding unnecessary code and made it difficult for non-developers to manage the website.
Takeaway: Although customization for little things here and there is fine, these changes can build up over time. Eventually, there’s so much custom CSS that it slows down the website and makes it harder to manage. Make sure to customize carefully.
Since we wanted to make our website easy to manage for our internal team, we also decided to switch servers to Kinsta. We found Kinsta servers to be much more affordable than what we were currently using, but with many of the same offerings as larger competitors. The user interface for the admin panel was more intuitive, with straightforward documentation in the knowledge base.
Takeaway: Some servers are aimed specifically at developers, making them harder for your marketing team to manage. Companies without a dedicated developer (and even those with one!) should look for a user-friendly server so changes can be made easily.
Removing unnecessary WordPress plugins
Kinsta’s setup doesn’t let you use the Autoptimize plugin, which turned out to be beneficial — the plugin can slow down the website if not used correctly. We took the redesign as an opportunity to remove other unnecessary plugins as well.
Takeaway: Unnecessary plugins can bog down your loading times and leave you more vulnerable to security risks. Audit your plugins and keep only what you need.
Utilizing a Content Delivery Network
To further speed up our website, we decided to utilize a content delivery network (CDN), which was easily set up through Kinsta. This change was responsible for a lot of the lift that sped up our pages post-relaunch, especially for images.
Takeaway: A CDN uses cached content to quickly and reliably serve website visitors. Consider implementing for better website performance.
Website redesign results
Page speed improvements.
The changes we made during this stage of the redesign helped our pages load more quickly for a better user experience.
- After relaunch, our grade in GTmetrix rose from a “B” to an “A”.
- Our performance in PageSpeed Insights for desktop also saw an improvement, moving from a score of 83 to 94.
These strategic changes also helped us become more competitive in the search results. Just three months after launch our website not only ranked for more keywords overall, but had more keywords ranking on the first page of search results:
- From 2,841 total keywords to 5,964 (110% increase)
- From 424 page one rankings to 578 (36% increase)
Since less than 25% of people visit the second page of search results , it’s unsurprising that this boost to page one rankings also created an uptick in organic visits. During the three months post-launch, our organic traffic increased by 85% compared to the same time period last year.
Our keyword rankings have continued to climb over time, and with the most significant issues taken care of, we can now move on to phase two and focus on revamping copy, tweaking calls-to-action, and implementing other, more traditional redesign efforts!
A strategic website redesign can maximize your organic visibility
Companies with low-performing websites may not need to overhaul their website to improve organic visibility. Making strategic changes with website redesign SEO in mind can protect your current rankings and build on your website’s strengths for further growth.
About The Author
Bane or boon? Website Redesigns Can do More Harm than Good.
Part 1: How to plan a successful website redesign to preserve your rankings and traffic
Part 2: Make Your Website Launch a Success & Keep the Traffic Coming With Our Website Launch Checklist
How To Conduct A UX Redesign
No matter what context you work in as a UX designer, at one point or another, you’ll probably be asked to redesign a user experience. At the start of your UX career, you might even conduct an unsolicited redesign to help build up your portfolio.
Either way, you might find yourself redesigning a website, an app, or the interface of a device. No matter what you’re redesigning, though, your process should follow a similar series of steps and encompass a similar set of questions and concerns.
In this article, we’ll cover the following topics:
- Redesigns from refresh to complete overhaul
- Reasons to conduct a redesign
- Steps for conducting a UX redesign
- Showcasing redesigns in your UX portfolio
- Key takeaways
Let’s jump in!
1. Redesigns from refresh to complete overhaul
UX redesigns can have vastly different degrees of complexity. On the one hand, the product may simply require a visual refresh to make it seem more modern and visually interesting. If this is the case and no noteworthy user experience changes are needed, the UX designer’s job may be to simply review the art director’s work and ensure nothing about the user experience is broken by the aesthetic overhaul.
You might also be tasked with redesigning the user experience for a specific part of a product’s user interface . For example, perhaps the users of a specific website are having trouble navigating through a shopping cart or finding information on shipping and handling. If that’s the case, the UX designer’s job is not only to redesign that piece of the user experience; it’s also to make sure the redesigned interface fits in seamlessly with the original interface and doesn’t break any links or other functionality on the product.
So if you’re redesigning the way a user books a table on a restaurant’s website, for instance, you need to make sure users can successfully navigate to your redesigned reservation system and that they can navigate away to a different part of the website once they’ve completed their booking.
Finally, a product might require a complete overhaul. That means the UX designer will be responsible for understanding every single piece of information that must go into the redesign and how that information fits together. Then the UX designer must determine how to improve upon the prior design while avoiding changes that are so radical that they confuse and frustrate the product’s existing users. It’s a tough balancing act that requires attention to detail and a deep understanding of users’ goals.
2. Reasons to conduct a redesign
The very first question a UX designer should ask clients or stakeholders about a redesign is why they want to conduct it. There are many legitimate reasons to conduct a redesign, according to the Nielsen Norman Group . These include:
- The site looks outdated
- New branding needs to be implemented
- Technological advances have made the site seem antiquated
- The site isn’t optimized for mobile or social media
- The information architecture of the site is a mess and many links are broken
- The user experience is confusing and there is no unified structure
- Analytics show users have trouble doing what they need and don’t stick around
While the first two reasons on the list may simply require a visual refresh, the others involve important UX changes.
You may be tasked with conducting a redesign following a UX audit . However, sometimes a client or stakeholder will request a complete UX redesign simply because they look at their product’s user interface all day and are bored. This can lead a client to focus on the things they don’t like about their product’s user experience. On the other hand, users probably feel differently. Users are creatures of habit. And since they’re spending far less time with a product’s user interface than the client, they’ll typically see the familiarity of the UI as a positive.
Consider this: If Amazon.com completely overhauled its website in order to make the website seem more innovative or interesting, but in the process changed how to find items, how to add them to your shopping cart, and how to check-out, what would be your response? If you’re like most people, you’d be frustrated. You already know how to complete tasks successfully on Amazon. Anything outside of an incremental change will make that more challenging and time-consuming. No matter how cool the newly implemented changes may seem, most users won’t be impressed. Their goal when they go to your website, app, or other UI is to complete their task and meet their goals in as little time as possible.
So if a client or stakeholder wants to completely rehaul a product’s user experience but they don’t have a good reason for doing so, you as the UX designer must make sure to advocate for the product’s users. This could mean discussing other options, like a visual refresh or small UX changes with your client.
One way or another, it’s essential to make sure any changes you make, even on a complete overhaul, are not made for the novelty of the changes. It can be tempting to be as creative as possible. However, you’re better off understanding what users are already familiar with from the product (based on their mental models ) and implementing changes that respect what your users like while mixing in some new but understandable evolutions.
If you’re a fresh-faced UX designer just starting out, you might also conduct a hypothetical—or unsolicited—redesign. This is a great way to put your newly acquired design skills into practice, and also gives you a case study to add to your portfolio in the absence of a real client project.
An unsolicited redesign is, quite simply, a hypothetical project of your choice . Perhaps there’s a particular website you use regularly that you think could benefit from an overhaul, or a certain app that could be upgraded with a few simple tweaks. Just like a “real” client project, you’ll redesign the experience and document your process from start to finish in your portfolio—just like Priyanka Gupta does in her unsolicited redesign of the Sephora iOS app . Just remember to clearly state that you’re not affiliated with the company in any way, and that you haven’t actually been hired to conduct a redesign. Otherwise, the process is the same as for a real UX redesign. Let’s take a look at that now.
3. How to conduct a UX redesign: Step-by-step
1. understand existing users.
In an ideal world, all UX redesigns would start with user research and analytics. Analytics for an existing product will help you understand how users are currently using the product, and identify the biggest pain points they encounter based on how long they use the product and how many screens they visit. This also gives you hard data that will help you make specific recommendations for where to focus the efforts of your redesign.
Whether you have access to analytics or not, you should perform user research on the product you are redesigning. As Nielsen Norman’s Hoa Loranger explains, “Your old site is the best prototype for your new site.” Make sure you take advantage of that by learning from the existing product. Gather user feedback on what they dislike about it, while also making sure to ask about what users like about the current product. All of this information will help fuel your redesign.
2. Understand business goals
It’s essential to understand what the business wants to get out of the redesign. What do they know about their existing users that can help you conduct your redesign? The UX redesign solution should be specific to the business’ goals while keeping user needs in mind. If the business wants to make it easier to navigate to specific information, increase page views, or complete more sales, the user experience must be designed to support those goals by making it easier and more beneficial for users to do those things.
3. Competitive analysis
Another source of information for a redesign: analyze competitors’ products . Take a look at competitor’s UIs to see what they’re doing that’s different. What works? What doesn’t work? Are there innovative solutions that you can borrow that will better engage your users? Are there things they’re doing that you want to avoid?
In addition to researching users’ reactions to the product you’re redesigning, you can also perform a study to see how users respond to competitors’ products. Explore how users interact with the interface and navigate through the user experience, including what they find clear and easy to use and where their pain points are.
After gathering data from the existing product and competitors and ensuring you understand the business goals for the project, you should be ready to start redesigning in earnest. You’ll often want to start with a site map of the redesigned information architecture. You’ll also want to make sure you understand the various ways users may work through the site to meet different goals by creating user workflows. Once you have a handle on these top level issues, you can start wireframing and creating prototypes for the redesign. Ideate on potential user experience options until you come up with a solution that works best for both the business and users.
5. User testing
Finally, test your redesign with users, preferably users of the previous iteration of the product. Get feedback on what they like about the new design and what may frustrate them. Keep in mind that any redesign is likely to ruffle some users’ feathers. But user testing will help determine if there are any real usability problems with the redesign. If there are, continue to iterate on the redesign until the user experience is working the way it should.
4. Showcasing redesigns in your UX portfolio
While it’s not essential, it is valuable to include at least one redesign project in your UX portfolio. To most successfully showcase a redesign, make sure you can explain why the redesign was done, what your solutions were to the challenges presented by the client, and why you decided to implement any noteworthy features. Showcase the redesign process in the order it was conducted—from studies on the previous and competitors’ sites, right through to user workflows and information architecture overhauls to page-level redesigns—in order to tell the story of the redesign. You don’t have to include everything, just enough to make sure the process you went through is clearly represented. Your goal should be to clearly communicate to someone looking at your portfolio how you improved on an existing product with your redesign and the journey you took to get there.
5. Key takeaways
Now you have a clear process to follow in order to conduct a UX redesign—be it a real client project, or an unsolicited redesign for your UX portfolio. To sum up:
- Redesigns can run the gamut from a visual refresh to a complete user experience overhaul.
- The most important question to ask before starting a redesign is why the client or stakeholder wants to conduct it.
- There are many reasons to conduct a UX redesign including a product that is no longer optimized for new technology, convoluted information architecture and a confusing user experience.
- The kind of redesign that is undertaken should be based on user needs, not boredom on the part of clients or stakeholders who work with the user interface regularly.
- A good UX redesign starts with studying the existing UI, as it is the best prototype for your new product.
- Make sure you understand your clients’ business goals and how they can be seamlessly integrated into the redesigned user experience.
- Research competitors’ products to see what works and doesn’t work about their UX.
- A UX redesign should consist of a variety of deliverables including user workflows, site maps of the information architecture, wireframes, and prototypes . Iterate on the new design and perform user testing until the user experience is working as it should.
- It’s ideal to include at least one redesign in your UX portfolio that tells the story of the challenges of the project.
Now that you know how to approach a UX redesign, you might want to learn more. If so, you’ll find the following articles useful:
- 9 Awesome UX Portfolios From UX Design Graduates
- What is a Wireframe? A Comprehensive Guide
- The 5 big differences between UX and UI design
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Abortions by Telemedicine and Mailed Pills Are Safe and Effective, Study Finds
By Pam Belluck
Pam Belluck has covered reproductive health for more than a decade.
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Taking abortion pills prescribed through telemedicine and received by mail — a method used by growing numbers of abortion patients — is as safe and effective as when the pills are obtained by visiting a doctor, a large new study found. The method was about 98 percent effective and was safe for over 99 percent of patients, the study reported.
The study, led by researchers at the University of California, San Francisco, looked at the experience of more than 6,000 patients in the months after the federal government began allowing abortion pills to be mailed , from April 2021 to January 2022.
The patients used one of three telemedicine abortion organizations — Hey Jane, Abortion on Demand or Choix — that served 20 states and Washington, D.C. The research, published on Thursday in Nature Medicine, ended five months before the Supreme Court overturned Roe v. Wade, igniting a wave of state abortion bans and restrictions. Since then, more telemedicine services have opened, and are used by many patients who consider the method more convenient, private and affordable than visiting clinics or doctors, especially if they have to travel to another state.
The services in the study prescribed pills to patients who were 10 weeks pregnant or less (one service had an eight-week limit) and screened patients for medical issues that would make them ineligible , like ectopic pregnancies or blood-clotting disorders.
In most cases, the services’ doctors, nurse practitioners, physician assistants and midwives were able to determine eligibility from patients’ written or verbal information about their pregnancy and health, without requiring them to have ultrasounds, which are logistically difficult for some patients to obtain. If medical eligibility was unclear, patients were asked to get ultrasounds — 486 did and were then prescribed pills, comprising about 8 percent of the 6,034 patients who received pills in the study.
Researchers reviewed the medical records of the services and were able to determine abortion outcomes for three-fourths, or 4,454, of the patients. A vast majority — 4,351 patients, or 97.7 percent — completed abortions with the standard regimen: mifepristone, which stops a pregnancy’s development, followed a day or two later by misoprostol, which causes contractions to expel the tissue.
Of the remaining patients, 85 needed additional measures to complete the abortion, usually with additional medication or a suction procedure in a medical facility.
Eighty-one patients visited emergency departments, and 15 patients had serious complications. Ten patients were hospitalized. Six received blood transfusions, two were treated for infections and one had surgery for an ectopic pregnancy.
Six patients turned out to have ectopic pregnancies, which would have made them ineligible for the pills. Studies show that ectopic pregnancies cannot always be identified early, even by ultrasound.
Of the patients who visited emergency departments, 38 percent ended up needing no treatment. Patients sometimes visit emergency departments because “they don’t know whether what they’re experiencing is normal and they sometimes don’t have anyone to ask and they don’t want to tell a lot of people about their abortion,” said Dr. Ushma Upadhyay, a public health scientist at U.C.S.F. and one of the study’s authors.
No patients were found to be beyond 10 weeks into pregnancy.
The effectiveness and safety rates were similar to those in several large studies of in-person medication abortion and of telemedicine abortion where ultrasounds were required . They were also similar to the rates on the Food and Drug Administration’s label for mifepristone .
Researchers also found no difference in safety or efficacy for patients who received real-time video consultations compared to those who received prescriptions based on written information they provided via text messaging, which most patients did.
Two patients asked about “abortion pill reversal,” a nonscientific theory that abortions can be stopped after taking the first drug. Both were told that “evidence-based reversal treatment does not exist” and were referred to urgent in-person care, the study reported.
Medication abortion is being challenged in a lawsuit filed against the F.D.A. by abortion opponents seeking to curtail mifepristone. One of the plaintiffs’ claims is that abortion pills are dangerous. The F.D.A. has cited overwhelming scientific evidence that the pills are safe , and two studies that abortion opponents referenced to support their claims were recently retracted by a scientific journal publisher .
In August, an appeals court said mifepristone could remain legal, but ordered significant restrictions that would prevent mailing or prescribing it by telemedicine. The Supreme Court will hear arguments in the case next month. The new study results may be mentioned by those urging the court to keep telemedicine abortion available.
Pam Belluck is a health and science reporter, covering a range of subjects, including reproductive health, long Covid, brain science, neurological disorders, mental health and genetics. More about Pam Belluck