Are you planning for a complete design overhaul to take your Ecommerce store to a whole new level? Well, if yes, then you should probably think twice. This is because a redesign alone would do no wonders. Since years, people have been relying upon the concept of planning out new design and discarding the old ones. This is probably why most of the websites have been overhauling their website every 3-5 years. The problem with the redesigning part is that most of the redesigns are based upon aesthetics and hence ignore the analytical data such as sales and user feedback. So, when you are not overcoming the short comings from previous design, how could you expect redesigning to help you? Thankfully, there is a solution to this. We are here talking about accepting evolution and renouncing revolution.
About Evolutionary Redesign
Well, Evolutionary Redesign (ER) consists of the strategies that have been conceptualized based upon strategic A/B testing. With such redesigning strategy, you can make sure that your website is redesigned while keeping in mind all the leads that you need to work upon for increasing the conversions and revenue. In case, you have a brand that stands strong but some of your core products need improvement then the best option would be evolutionary redesign.
Now, most of you readers must be thinking that if evolutionary design is that impressive and effective then why have not you heard about it before. Well, the answer is that revolutionary approach is much more impressive in outlook than evolutionary redesign, which is why designers tend to give more advantage to the former. Most of the time, digital products are judged solely based upon their visual impact. This is why there exists a misconception that your design should only focus upon flashy new trends such as responsive design, parallax, background videos.
Reason Why Revolutionary Design Fails
No matter what is the strength of the team that is involved in the redesigning process, the worst mistake that you could conduct is to rely solely upon revolutionary design. Going for an epic redesign can be a failure, read on to know how.
Too much of change at once could lead to confusion. Users might fail to understand what changes you have made if the changes that you have made are too much to notice. This may lead to sudden increase or decrease in conversion rate. For instance, you have created an excellent lead generation form design but what would you do if the redesigned page where it resides has got increased bounce rates? The success is deceptive in this case as even if in case, you manage to raise the conversions for that page, there is no way to evaluate how far the success level can be increased. You can however, test individual page elements to raise the conversion rate.
Well, you must consider the fact that design alone cannot do miracles overnight. Redesigning is not a remedy in case you are looking for some means to fix the flaws in your existing business model or you want to deal with declining sales. Most of the designers have little knowledge when it comes to UX. They restrict their focus till fonts, colors and drop shadows. What they miss is to make some effective and result oriented design decisions. Predicting what decisions will lead to optimal results is a tough task.
The worst part about Revolutionary design is that it does not take in to consideration the user feedback. When one redesigns the website, what one does is focusing upon the trends or competitors without understanding what the users feel about the product. Without considering the feedback from users, you are hardly doing anything god to your brand.
Further, Revolutionary design has no concern with the analytics. It is however, important that the changes you make focus upon the statistics accumulated from analytics. The main concern should be focusing upon collecting and analyzing the analytics data. As a designer, you will need to analyze how redesigning could help in increasing and improving the web pages.
When redesigning the website, it takes plenty of time. Some major overhauls can take up to months to get the task done. This is because for major brands, your redesign will have to pass through multiple layers of approval. So, this is probably another reason hy you must not rely upon Revolutionary design.
Who says it is easy to implement a change. Sometimes, there are updates that are hard to roll back. Suppose you have failed to adhere by a massive update, it is ultimately going to affect your business. The worst part is that it is almost next to impossible to reverse the change and result.
Last but not the least, Revolutionary design can damage the good things that SEO did for you in the past. The real concern is dealing with loss in popularity of domain authority and constantly dropping SEO rankings. Even if you execute the redesign carefully, there are chances for your SEO to float