How to know when it’s time for a website refresh

Evaluate digital marketing agencies for research

Your website is no longer what it used to be. There are no conversions. It has been years since someone looked under the hood.

These B2B marketing problems are common and are often not the fault of the marketer. Quick business decisions determine the design of the website, and sometimes they don’t think enough about how the elements of a website should come together as a functional whole. A poor user experience makes it difficult to obtain instructions online and after-sale. But things can be resolved.

It looks like a job for a digital marketing agency.

Renovation or reconstruction?

The agency’s mission is to analyze website traffic and fix everything that doesn’t convert. It looks simple on paper, but it becomes difficult when the agency starts working with people. Regardless of the stage, the project is in, there will be different stakeholders. And you must guide them through the process. We learned this from John Lincoln, CEO, and founder of the digital agency Ignite Visibility.

We use Google Analytics to identify customers with the most conversions,

. What are your demographics? What are your behavioral interests? This data can be used to create a person. Color preference and interest in the language are highlighted here and can be carried over to the next step: web page design.

Lincoln emphasizes the seven-second rule: the maximum time it takes for the site to load. The first page should inform the customer who the company is and what it does, how it is different, and also a call to action button. Everything is done with data backup. We know what is good about talking to the customer

Referred customers are widely seen as the driving force behind online sales. This is absurd, said, head of marketing at B2B marketing firm Espresso. In fact, 92% of online sales start with a search engine. If your website and content are not competitive, you will never hear of the opportunity, even if the potential customer has seen your website.

A website redesign project can be a complete or general overhaul, says Will Norris, head of the design team at UX Codal Design Studio. Often, there is a need that is not met or is not sufficiently satisfied.

Speed   is not enough

‘Many sites are slow. Since Google is starting to punish criminal sites by reducing them in search results, it’s important to ensure that your site responds quickly. Based on that, you can make design decisions. Lennon said.

A website that looks good and loads fast is only part of the story. Behind-the-scenes automation needs to track visitors, get instructions, and access users by filling out forms or clicking the call to action button.

‘When we implement it, we already know when to start a conversation with an analyst, what pages he visits, and how often. We know if they looked at the price. We know what electronic books and white papers we know. We found our website. That was on LinkedIn. A Google search? One of our emails? This type of information is extremely valuable to a salesperson.

If you have a contact form, make sure that when someone fills it out, it generates an analysis, event, or objective, said Mark Melem, co-founder of SmartSites for web design and digital marketing. If a company has a high-traffic website, Lennon noted that increasing conversions by just 0.1% can produce impressive results. It is a competitive advantage.

The data tells what happened, not why

The data is useful for informing what’s happening. But you do not say why. This is where users with small groups, usually three to five, are tested, he said. “There is no statistical significance. We want directional precision.

Amazon can afford to recruit thousands of users for statistically good results, but this is beyond the reach of much smaller customers. The three- or five-person test “should solve 80% of the problems. Please fix the problem at that point and try again.

The time factor

Businesses cannot expect their web pages to stay the same as the world around them changes. But experts’ opinions differ on how often an update is needed: once every two years to once every three to five years.

If [a website] meets the needs of the user, it will not go any further. But ‘it must develop functionally to meet the demand’.

The time it takes to complete the work varies. A typical project can take 45 days to develop, another 30 days to code, with a final review two weeks before launch, Melem described. Another way to handle these projects is to rely on a nimble method and divide the work into two sprints, Norris said. The requirements are determined within one week, while the project is presented in the second week. Some initial meetings are necessary to make sure what the client wants, but to get it right, last-minute changes need to be minimal.

Finally, Lincoln pointed to one factor that could work against the redesign: the size of the company. Some businesses can be very large and their web properties are too complicated to change easily. These companies have a competitive disadvantage because innovation in wholesale is limited. Instead, they tend to focus on improving their technology to communicate with users, focusing on personalizing and automating the market, he said.

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