Websites needs updating from time to time in order to keep it fresh. If not to make the interface more beautiful, it is to enhance some features or to improve overall performance.
Although it looks simple to simple take a website down and to re-launch it with its all-new additions, a good deal of planning is required to come up with a strategy. This strategy will serve as the basis for future attempts at redesign. This post focuses on how you can come up with a brilliant redesign strategy for your website in the Philippines.
Establish Your Point of Reference or Benchmark Your Metrics
Treat this step as the time when you are collecting data to base your redesign strategy from. Under this area, get the figures about the following:
- Number of visitors. Whether returning or unique, get the number of visitors within a specific date range. This helps you establish a frequency table.
- Length of time on site. Determine how long each type of visitor stayed on your site.
- Bounce rate. Determine who leaves your site only after viewing one page and why.
- SEO ranking for your leading keywords. This permits you to see if you need to redefine your keywords or to keep specific keywords that are ranking competitively.
- Number of form submissions. Determine how many has used any of the forms found in your website. This tells you how well each form is utilized and whether such forms fulfil their designated functions.
- Sales generated. Take a look at the amount of sales you have generated from a certain time.
Most of the time, Online Entrepreneurs in the Philippines fail to monitor this information. If you do not have a way of doing this yet, consider getting free online tools like Google Analytics.
Set Clear Goals
It was mentioned above that some website redesign procedures are being done to make the website appear more visually appealing. That can be a good start; but when you reason out that you are planning to do this because you have not done it for quite some time, then you are better not doing the redesign at all. You will end up wasting money and time accomplishing something that results to the same website. A good reason to redesign though is to enhance performance. So if you determine goals for the redesign process, consider the factors mentioned under the benchmark discussion above. Notice though that each of these aspects in your website is interdependent. Take a look at these sample goal statements:
- Increase and sustain the number of visitors by decreasing the bounce rate and improving webpage loading performance.
- Decrease bounce rate by redefining keywords that directly identify customer needs.
- Improve keyword use and to generate additional keywords to improve website ranking on search engines.
- Make customers stay on the website a lot longer by offering them the information they need in every page and redirecting them to other pages in the website if necessary.
- Boost sales by improving the forms on the website.
- Enhance conversion rate by offering additional perks that prompts visitors to use forms on the website.
Notice how two (and possibly more) aspects in your website can work together to achieve a specific goal. And as always, if you set a goal, remember to be SMART. That is, setting a goal that is Specific, Measurable, Attainable, Realistic, and Time-Bound. Keeping it SMART ensures that you will keep your focus throughout the redesign process.
Determine the Channels for Your Results
Unless you already are occupying the top echelons of online entrepreneurship, various online channels may vary when it comes to where your site is getting traffic from. Based on the data you gathered when you were benchmarking, determine your visitor distribution in terms of the following:
- Organic search. How many visitors really looked for your site
- Referrals. How many visitors were redirected to your site based on referrals (affiliate marketing)
- Paid search. It’s when you pay for a search to be done leading to your website
- Email marketing. How many visitors are re-directed to the site after receiving promotion by email
- Social media. How many went to your website based on information from social media channels like Facebook and Twitter
- Other campaigns. Depending on how creative you are, you may have some unconventional marketing strategies to complement the traditional methods above.
Knowing this information permits you devise certain ways to improve a specific channel’s performance while sustaining or even further enhancing another’s current performance.
Determine your Assets
In this context, it is your marketing assets that you need to focus on. A marketing asset is defined as the features and indicators in your website that led to search ranking improvement,
sales boost, or traffic. You may be oblivious to these factors and end up throwing away something very helpful during the redesign process. If there is something you ought to keep, these assets are one of them. Here are examples:
- Pages in your website with the most traffic recorded
- Best keywords that yielded improvement in your rankings
- Most viewed or shared content
- For a marketer, this step is something that you should not miss.
- Analyze the Competition and Keep your Competitors in Check
While the focus of redesign is to make your website more competitive, it would also be helpful if you have an idea about how your competitors are doing. The value of doing this come in knowing what strategy is common among then and how you might do it differently. It also allows you to see where they are currently failing and why and where they are succeeding and why. It helps you avoid similar pitfalls and devise innovative ways to outrun them.
Develop Call to Action Strategies
Call to Action strategies are things that prompt visitors to take action on your offers, products, and services. These increase your conversion rate and generate more revenues for you. Some of the Call to Action mechanism you can employ is as follows:
- Promotions and contests
- Ezine and newsletter subscriptions
- Free trials and passes
Alongside that, do not forget to develop ongoing content by starting a blog, issuing press releases, and outsourcing.