On average a website is redesigned every two to three years. The way the process typically works is a business notices their competition has a new website, feels nervous and then goes in search of getting their site “updated.” While I do believe in staying current, this cycle of rebuilding a website over and over every few years ends up costing business owners a ton of money and typically delivers little to no impact on the overall business performance online.
The range in cost for a website redesign is pretty broad. It typically ranges between a few hundred dollars up to around $3000 if you plan on doing it yourself. If you hire an outside agency or freelancer, you can expect to spend about $4000 to $40000 depending on the size of your site. If you end up doing this every few years, the cost starts to add up. Getting a fresh new website feels great, but what if that website only looks good… but doesn’t deliver results?
Your website is the home base for all of your inbound and digital marketing activities. For many businesses, it’s the first or only place a customer or prospect interacts with them. Making significant design changes just because you feel like it is a dangerous move. There have been a number of large websites that did a design overhaul to “look trendy, ” and it backfired hugely. Here are three big fails uncovered in this excellent post from Kissmetrics.
All three of these companies found out the hard way that chasing website trends is a dangerous move. This is why we are so adamant about promoting growth-driven design. Growth-Driven Design (GDD) is an entirely different way to design and manage your website experience. Instead of chasing the “next cool thing,” GDD helps you keep your site’s focus on what matters most, your users.
Growth-Driven Design is built on-top of the SCRUM agile process and weaves together various concepts into a comprehensive and highly effective web design methodology. In the same article mentioned above, Kissmetric talks about the power of evolutionary design against revolutionary design. Their idea of evolutionary design is very similar to GDD. According to the article, Evolutionary Redesign (ER) is the art and science of using strategic A/B testing to ensure your design updates lead to increases in conversions and revenue. Both GDD and ER look to deliver one thing, a website that is constantly evolving around the needs of the end user. This drives more engagement and conversions which lead to actual ROI.
There are a few things that are problematic with the “traditional” way of doing website redesigns. It doesn’t matter how great your designer is when you chase trends you set yourself up for more headaches than successes. Here are six core problems with a traditional website redesign.
There are a number of benefits to using Growth-Driven Design methodology when building or redesigning your website. Here are the top three benefits to using GDD.
While there are many flaws with the traditional approach to website design, most agencies and freelancers still use this method. It’s clear that taking an agile approach like GDD creates significantly more benefit and momentum for both the business and their users. So why doesn’t everyone move away from the old way? Well, I think the biggest reason many don’t use GDD is that it’s hard. Taking the time to wade through data and do user testing on different elements is not for the faint of heart. It can be “rewarding” to see all the changes made at once, but what’s the real cost?
As we’ve seen above, taking an agile, interactive approach to redesigning a website tends to deliver a better product for everyone. Sure, you may not get a fancy new design, but instead, your website will continuously evolve to serve the needs and wants of your end user. Following what’s “in” or “trendy” is a dangerous move. GDD helps you focus on the metrics that will deliver real value to your end users and your business.
We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites.