How much value do you place on your website to generate leads and nurture prospects? According to a recent report by eMarker, 86.6% of U.S. SMBs cite websites as their most important digital marketing tactic. We are living in the age of digital and your potential customers are using your digital resources, i.e., your website, to find what they need. If your website doesn’t deliver, they will turn to your competitors for the answers to the challenges they are trying to solve. But, to maximize web performance, how do you even get started redesigning your website?

The marketers physiological response when the words “website redesign” are visible- stress, anxiety and possibly a bit of excitement. The stress and anxiety come from the fear of the unknown- Where should we begin? How much will this cost? What is the time allotted for the project? And the bit of excitement comes from the potential new business from the improved visitor experience that the redesign will bring.

However, stress and anxiety don’t have to be the elicited emotions when beginning a redesign. Here is a simple breakdown of what to do before a redesign that will make the process much more effective and less stressful.

website redesign

1) Create A Content Arsenal

It is in the best interest of your brand to delve into your content history and see if it is possible to re-purpose any previous content for new marketing initiatives. This will save you both time and money.

2) Run An Opportunity Report

What is an opportunity report? This is a tool that pulls data from your Google Analytics and shows your top visitor segments in less than 30 seconds (and it’s free!) By gathering this data, you will be able to more efficiently plan a content strategy for your top visitor segments. Get your free report here.

3) Segment Your Audience

Audience segmentation is crucial to your website because your audience consists of visitors that are driven by different initiatives when involved with your brand. It is necessary to gather digital body language on your visitors in order to determine what content  is most relevant to their interests.

Here are example segments to utilize when creating content for your website:

  • Geographic Location- Visitor is located in a particular country, region, state or city
  •  Time/Day/Date- When visitors are arriving on your site
  • Marketing Campaign- Personalize content based on the content/URL a visitor previously clicked across your marketing channels
  •  Recency & Frequency- The number of times your visitors have interacted with your brand
  •  Previous Web Engagement-  The content your visitors have expressed interest in
  •  Referring URL- Segment your audience based on the links that brought them to your site
  • Keyword- Target your audience based on the keywords that brought them to your site
4) Personalize & A/B Test Your Content

Once you have segmented your audience and have decided which pieces of content would be of most interest to each segment, A/B test that content to discover what evokes the highest engagement rate. Remember! A/B testing can range from testing different CTAs and button colors, all the way to images, messaging and entire content pieces. For tips on how to personalize content for visitors at every stage of the sales funnel, check out this whitepaper.

5) Optimize Your Content for Higher Conversions

Continuously review your A/B tests to see what is best engaging and converting your different audience personas so you can optimize your content accordingly. Doing this on a regular basis will help your company’s website convert leads into a sales at a higher rate. Download our extensive guide, “Conversion Optimization: How to Improve the Visitor Experience” for insights on increasing conversions.

Thinking about doing a redesign? Don’t build blind! Let data decide your redesignConnect with our optimization experts on how to implement content personalization and A/B testing before undergoing a full website redesign in order to uncover what content your audience segments are engaging and converting on most.