So, we have reached the third and the last part of our blog series Evolutionary Design Beats Revolutionary Design. In the second part of the guide, we studied the benefits and challenges that one comes across when implementing Evolutionary Design. In the final part, we will be studying when we should consider opting for Evolutionary Redesign and what is the process that follows when redesigning through this strategy.
When to Consider Evolutionary Redesign
Now, that you know so much about this miraculous redesign strategy, the question is how to identify the need for such redesigning. As a brand, when should one consider Evolutionary Redesigning? Well, we have the answer with us.
Even if your business sales are going down the hill and your existing website looks obsolete, this would not mean that your brand image has tarnished. There are chances that despite all this your company has managed to establish itself as a reputed brand. In this case, there is no need for you to go for a website make-over. The main reasons why you should consider an ER approach are:
– To capitalize on ROI
– Minimizing the risk
– To build loyal customer base
– To improve the product continually
– To increase performance statistically
In case, you have any of these in your mind, you can surely opt for Evolutionary Redesigning. Let us see how Evolutionary Redesign Process works.
The initial stages of ER process include analyzing the need to opt for redesigning. The main concern should be evaluating what aspects of your website are underperforming and what should be done to should generate more revenues. The best way out is to start testing individual elements. Consider what analytics has to say about each of the element and accordingly choose the elements that need to be redesigned.
A critical phase of the ER process is incremental A/B testing. A/B testing helps in testing the elements while isolating them from the rest of the elements available over a webpage. It would come as a surprise but even minor changes can impact your website greatly. You can experience an increase by a few percentage in the conversions, which would eventually boost the sales drastically. Have a look below at the step by step process that follows when performing Evolutionary Redesign.
Step 1: Evaluate the primary conversions – The conversions contribute greatly in the success of any business. Be it leads, customers or sales, each of them varies as per the conversions that your business model is garnering. The typical elements that you could rely upon for conversions are Downloads, trial based sign-ups, Ecommerce sales, Email subscribers, User registrations, referrals and form submission to request for information.
Step 2: Finding the under performing conversions through Analytics – There are certain areas in the website that fail to evaluate the desired conversions. The trick is to sort such underperforming conversions. Through analytics tracking, you can sort out what are those elements such as specific webpage, attribute or function. Some common examples of the areas that analytical data points out are low new user registrations, high rate of abandonment of Shopping cart, landing pages with highest bounce rates, incomplete form submission process.
Step 3: Pick a Conversion-related Element that requires Redesigning – Once you have deduced the under- performing conversions, the next course of action would be picking one of those and start redesigning it. Suppose you have a product landing page that contains a Free Trial form that is not deducing the desired leads. Here are the tests that we suggest you should implement so as to increase the conversions. You can alter the text available over the form submission field as “Submit” button. You can go a step ahead while changing the color scheme for the “Submit” button. Sometimes changing the diction used in the form heading can also drive conversions.
Step 4: Time for some A/B Testing – We have time-to-time emphasized on how powerful A/B testing is in evaluating the performance of individual elements over the website. With countless online tools available to run A/B tests, you can eliminate the need to spend time in developing custom pages. We would suggest you to opt for these simple tips when planning to go for A/B Testing.
– Consider testing until you do not get a variation that is at least 95% better than the original variation.
– Consider running test that runs for at least 7 days as this would help in measuring the outcomes.
The thought of redesigning the website seems to thrill but it may not always be the right decision. Before the swing for the fences, make sure you evaluate the need for it. It is best when you utilize analytics before you determine the elements that could make things easy at the redesigning part. To witness improved performance while maintaining the aesthetics, you should rely upon systematic and frequent updates.