The following was written by Greg Kihlström for Forbes Agency Council. You can read the rest of the article here.
There comes a time in a website’s life when it needs to be improved. You might start hearing anecdotes that your sales team stops sending anyone there because it is “out of date” or your SEO traffic is tanking because your code doesn’t take into account the latest best practices. Some of these are more user experience (UX) issues and others are related to the content management system (CMS) or digital experience platform (DXP) you are using. But because one part of your website is broken or needs fixing doesn’t always mean you have to invest in a total overhaul.
Website redesigns are a very disruptive process, both to the internal teams that need to manage them (often in addition to their “normal” jobs), as well as to customers who see one design and experience one day and then the next everything has changed. While all website redesigns have the intent of improving UX and performance, sometimes it is simply a matter of moving the furniture around, so to speak, with no real performance or customer experience gains.
In this article, I’m going to take a look at these two areas and explore why you may not need to scrap everything and start over.
When It’s Time To Overall Your UX
When everything on your website works from a functional perspective but isn’t performing as well as you believe it could with your customers, it may be time for interface and user experience enhancements—not a complete website redo.
This was written by Greg Kihlström for Forbes Agency Council. You can read the rest of the article here.
The Agile Brand Blog – Greg Kihlström Marketing Technology & Digital Transformation