5 reasons to redesign your website

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NextStage has been helping businesses worldwide get actionable marketing to online and offline clients since 2001. One thing we've noticed in everything we've seen is that most marketing errors -- especially online marketing errors -- come down to only five things:

  • The site is too complex
  • The site is too eye-catching
  • There are too many steps between landing and conversion
  • There are too few steps between landing and conversion
  • There's a disconnect between your site and your audience

5 reasons to redesign your website 

The good news is that you can figure out which ones are causing you problems with very little effort. The bad news is that each of these five errors and all possible others really come down to one thing -- not knowing your audience.

This article assumes you have accurate online audience information and focuses on the five redesign reasons listed above. We're going to go through each reason, first explaining how to know if a given reason applies to your online property and then explaining how to remedy each problem.

We'll start with some definitions:

  • A conversion is the visitor giving you something you want: a name, an address, money, whatever.
  • Visitors are coming to your site to achieve a goal.
  • Visitors achieving their goal does not equal a conversion.

This article is about helping visitors achieve their goal while giving you a conversion.



Joseph Carrabis
Joseph Carrabis November 5, 2012 at 1:51 PM

Thank you, Srinivas, your comment is appreciated.
I would suggest being cautious when updating a site simply to update a site without a good marketing reason for the change.
First, a site is just as much as brand image as a logo itself. I explained this years back in "Usability Studies 101: Brand Loyalty" (http://www.imediaconnection.com/content/5440.asp). Modifying sites needs to happen because there's a recognized need. Engineers change things because they can, marketers because they must and successful companies change things because there's sufficient evidence to justify doing so.
Just my opinion, though.
And thanks for reading and commenting.

Srinivas Venkataraman
Srinivas Venkataraman November 3, 2012 at 1:39 PM

Just for a Change can be an Ideal reason - Simply!

Joseph Carrabis
Joseph Carrabis October 2, 2012 at 1:35 PM

Mr. Stamoulis,
Thanks for reading and commenting, and too true! Conversions tend to rise almost like step functions, 10-20% for each page removed from the process.

Nick Stamoulis
Nick Stamoulis October 2, 2012 at 1:11 PM

Too many steps to conversion is a problem that many sites have. They make it too difficult for visitors to take the next step. Even if you can cut one or two clicks/pages/actions out of the conversion process you should see an uplift.