One of the main philosophies of Google has always been providing the best user experience for its searchers. These include things like site performance, usability, and mobile-friendliness which are all part of Google’s algorithm.
A poor user experience could prevent your online business from maximizing its full potential in organic search result pages, which would then reduce your conversions.
A bad user experience can have a long-term impact on your digital reach. Should you decide to acquire users via paid search ads your user experience isn't great, it might cause Google to lower your quality score, which would increase the cost per click (CPC) for your ads.
Not sure what that is? Here is the definition of bounce rate.
If you are using Google Analytics to track your site, and I highly suggest you do, you can see your bounce rate from your site's “Audience Overview”.
According to SEMRush, and 41% to 55% would be considered an average bounce rate. An optimal bounce rate would be in the 26% to 40% range. Anything above 55% should be evaluated.
Bounce rate is calculated using the following equation.
Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits to that Page
A higher than average bounce rate means your users are finding your site boring or non-engaging. This could mean it's time for a website redesign.
This one is tricky. If you have a mobile-friend site with good rankings and have a healthy bounce rate don't mess with your site. Even if your site looks outdated, if it serves its purpose and your users like it, leave it alone. Your website is for your ideal customer first! But if your site isn't doing well in the first three areas and looks outdated, a website redesign could just be the fix you need.
On the other hand, if you are looking to expand your business and reach new prospective customers you may want to include a custom website design as part of your new marketing goals. In this case, you will want to make sure your redesign strategy and content strategy align.
Are you still having to edit your site the “old fashion” way? Content Management Systems (CMS) have come a long way in the past few years and there is no reason you should have to learn code just so you can put up a new offer on your site. It's important that your content remains relevant to your users. This means your website needs to be updated as much as your users demand. Having a CMS that is easy to use will help you stay on top of things and relieve some unneeded stress.
Your website is the digital front door to your company. Making sure that your site meets your users' needs will have an enormous impact on your business. If you feel like your site fits into any or all of these reasons, it may be a time to look at investing in a website redesign.
A better website = better user experience = happy customers = more business!
Do you have specific redesign goals for your website? Download our 10-point checklist for a website redesign project plan. It will help ensure you cover every important aspect of your next site redesign.
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