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website-redesign-strategy-translating-metrics-into-magicWebsite redesign? Easier said than done. All of you designers-to-be are probably just itching to dive right into those exciting aesthetic changes and the modernized reformatting your website is craving. But you can’t start crafting your new look without taking some measurements first! According to CMO Survey, spending on marketing analytics is expected to increase 60% by 2015. Why? Because the numbers tell an important story.

Before fully engaging in any website redesign project, the importance of scrutinizing your current site metrics and available data cannot be stressed enough! After all, you can’t figure out what work really needs to be completed without first looking at what’s truly effective – and what’s falling flat. Time to turn to your marketing metrics and let the numbers speak for themselves.

What are your key metrics? 

  • Do you notice any significant traffic patterns? Home in on your source analytics – reporting on organic search, direct traffic, email marketing, social media, and referrals. Determine any correlations to strong or weak page performance and identify the existing holes.

  • What is your bounce rate? Bounce rate measures the percentage of website visitors who enter your site and then leave rather than continue navigating your other pages. Your site page bounce rates can indicate the source of a major problem!

  • What are your relevant conversion rates? Determine how many visitors are converting into leads and how many leads are converting into customers. Conversions are marketing gold – so flaunt those pages that convert and pump up the ones that aren’t!

  • What are your top performing landing pages? Similarly, your landing pages receiving the highest traffic and facilitating the most downloads should be highlighted and promoted.

  • How are you ranking in search engines with your current keyword strategy? Time to figure out if your keyword strategy makes sense! How many of your priority keywords land you on Page 1 of the search engine results?

  • What is the monthly search volume for your priority keywords? Ensure your keywords are actually terms people use. Just think – how do you go about researching companies, products or services? What words and phrases do you type into a search engine?
What IS working?
  • What are your most popular pages? Your top performing site pages can serve as great benchmarks. Use high-conversion and high-traffic pages as a template for any areas that require redesign.

  • What purpose are they serving? Each page is created for a specific reason, as simple as it may be. Understanding its functionality provides insights into how visitors are primarily using your website!

  • Why are these pages so popular? This entails both a quantitative and qualitative assessment. Determine what makes these pages tick and how you can apply these differentiating characteristics throughout your website.

  • What can make these pages even more visible and accessible to visitors? Include links to these pages in your navigation, in the sidebars of other site pages, and in the copy of relevant blog posts. Make the most of your top performers!

And what isn’t?

  • Which of your pages can you get rid of? No page hoarding! Chances are, you shouldn’t be hanging onto every last page when redesigning your website. Discard the dead weight to keep it organized and efficient. Outdated or irrelevant pages can be kicked to the curb!

  • What is one critical improvement you can make to your web pages? Start with tackling one component for each page type (landing page, blog post, contact, etc.) in need of a change. For example: Add a relevant Call-to-Action to each of your blog posts. A small-wins strategy can make a daunting task seem much more manageable.

Can you use Google Analytics to better assess your website?

  • On which pages are your website visitors arriving? It’s not just your home page that serves as the gateway to your website. Identify the first impressions incoming traffic has by looking at the numbers.
  • And where are they dropping off? If visitors are spending very little time on specific pages, continually hitting the ‘back’ button after a few seconds, you already have found yourself some areas on which to focus!

  • How can you take advantage of Visitors Flow? Visitors Flow shows you where traffic gravitates as it moves throughout your website (or abandons it). By studying the strongest paths, you can obtain key insights about what visitors are looking for and how readily different pages help them find answers.

  • How do these factors tie into an updated sitemap? Your reorganized sitemap should reflect your newfound data. Look for opportunities to create navigational pathways that drive visitors to your most valuable and effective website components.

Analyzing your current metrics and available data is an essential first step to website redesign. Inventory your online assets, capitalize on your strong attributes, and pinpoint the weak spots so you can develop a plan for improving them. If there are any outdated, irrelevant pages, bin them! And above all, temper quantity success measures with quality success measures; conversions are ultimately your most important metric!

Free Download: Redesign Unlocked – The 10 Keys to Reinventing Your Website

About the Author

Oren Smith | Marketing Manager
Oren Smith, Marketing Manager

Oren Smith—our resident Marketing Manager and data geek... *ahem* expert—has been heading up PMG's marketing for 5+ years. Between stretches of content writing and inbound strategy, you might find him planning his next adventure abroad or enjoying a good, old-fashioned lobster roll.

 Tags: Reporting & Analytics Marketing Strategy and Planning Website & Graphic Design

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