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The Gist
- Continuous evolution. Website redesign isn’t a one-time event. Embrace continuous improvement and experimentation to enhance user experience and align with evolving brand goals.
- Feedback integration. Post-launch, actively seek and incorporate customer feedback. Utilize surveys, analytics, and AI tools for real-time insights and to refine your website.
- Experience enhancement. View your website as part of a broader, multichannel customer journey. Focus on seamless integration, personalization, and consistent improvement for richer user experiences.
We’ve all been there (or at least most of us have). Your company’s massive new website project has just launched, and you’ve played a big role in getting it to this point. Now it’s time to relax and reap the rewards of a job well done and never think about your website ever again.
Actually, that’s not the case at all! Once the website launches, the real work begins, as you’ve just unveiled a completely new experience to your customers, possibly using brand new technologies to your company, with at least a few loose ends that didn’t get resolved due to the last-minute pre-launch time crunch.
Instead of the end of the journey, this is just the beginning. In this article, I’m going to talk about what you should be focused on once your website redesign is completed and when you’re no longer distracted by the work involved with that endeavor. Let’s look at three things on which you can now focus you and your teams’ energies.
3 Website Redesign Tips
No. 1: Continuous Experimentation
When it comes to a website redesign project, there’s no doubt that the list of ideas and features to include can get quite lengthy. However, due to time, budget, or other factors, some of these ideas may not have made it into the final product that launched. But don’t let that discourage you! Instead, view your newly-launched website as a minimum viable product (MVP) that serves as a starting point for continual growth and development.
First and foremost, it’s essential to determine which ideas should be prioritized for future development. This requires taking a strategic approach to evaluate which ideas align with your brand’s overall goals and objectives, as well as which features would be most beneficial to your target audience. To do this, consider conducting user research or gathering feedback from customers to help you identify pain points or areas for improvement.
Once you’ve prioritized your list of ideas, it’s crucial to conduct user testing to validate their potential. This will help you avoid investing time and resources into features or functionality that may not actually be valuable to your target audience. In addition, user testing can also uncover additional insights, such as behavioral patterns, preferences, or needs that you may not have considered before.
Even after your website redesign has launched, there’s always room for improvement when it comes to the user experience. Consistently tracking metrics such as bounce rates, click-through rates and conversion rates can help you identify areas that may require further attention. Additionally, consider implementing an A/B testing program to experiment with different variations of your website to optimize for performance.
A website redesign project can be an exciting opportunity to breathe new life into your brand’s digital presence. By incorporating ideas for future growth, conducting user testing, continuously optimizing user experience, implementing responsive design and embracing innovation, you’ll be well on your way to maximizing the potential of your website.
Related Article: 8 Tips for a Smooth Content Overhaul During a Website Redesign
No. 2: Gaining Feedback
When you embark on a website redesign process, there’s usually a lot of thought and planning that goes into every decision. You carefully consider user experience, navigation and features, working hard to create a website that meets the unique needs of your business and your customers. And, of course, you test and test again to ensure that your website is perfect before launch. But, as any marketer knows, there’s no substitute for real-world feedback from your customers after your site is live.
There are several ways to gather customer feedback after launching a new website. One popular method is to use a survey tool to ask customers about their experience. Make sure your questions are open-ended and encourage detailed feedback.
Another option is to use website analytics and feedback tools, which allow you to see how customers are interacting with your website in real-time. This can be especially helpful for identifying navigation issues and other problems that may be difficult to spot otherwise.
AI is becoming an increasingly important tool for marketers, and that includes gathering customer feedback. AI-enabled chatbots can provide customers with a fast and easy way to get in touch with you and provide feedback. Additionally, AI-powered sentiment analysis can help you quickly identify areas where customers may be struggling and give you more insight into their overall experience with your website.
Gathering customer feedback after your website redesign is a vital step in improving the overall experience of your website. Not only does it provide valuable insights into what’s working and what’s not, but it also helps build trust and credibility with your customers.
Related Article: 8 Ways to Fix Common Post-Launch Website Redesign Problems
No. 3: Richer Experiences
Finally, let’s talk about the broader customer experience and how a new website can play into that. As you’re surely well aware, consumers switch between channels and devices quite frequently, so your website, as important as it may be, is only one piece of that larger customer journey.
One of the ways that your website can offer a better customer experience in a multichannel world is to more seamlessly integrate with other channels that a customer might use. This could range from external channels a customer may use like social media to email to phone or live chat, and well beyond. Or, it could include systems that exist behind the scenes, but that can help enrich what a customer sees, like a customer data platform or CRM.
Another aspect of a richer customer experience is that it is more personalized to the individual. As anyone that has experience with personalization can attest to, this is yet another area that benefits from continuous testing and improvement. Because personalization of content requires more effort — each variation of text and images requires work to brainstorm, create, edit, and publish — building a website with personalization capabilities that can be expanded over time is a smart approach. Even with the growing use of artificial intelligence, and particularly generative AI in the realm of personalization, you still don’t want to be modifying too many things at once without measuring what is working and what isn’t.
Thus, think of your new website as the foundation for a great customer experience that will only continue to get better over time as you add new integrations, features, and personalized content over time.
Website Redesign Never Ends
The launch of your redesigned website isn’t the end of anything — it’s only the beginning! While you might need some well-deserved rest, and a toast to celebrate its launch, your website needs continual improvement to keep performing at its optimum level, and a new platform can provide a phenomenal opportunity to offer a better and more rewarding experience for your customers.
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