Let’s get straight to the point. Website Redesign is not an easy task.
Every part of the company needs to be on board and know what’s expected of them. Everyone contributes.
But in the middle of the inevitable page or section additions and improved navigation menu along with other significant changes, one small but vital point are often pushed by the wayside.
After all, you are changing basically most of your website layout — you’ve done everything but set up a”please excuse our digital dust” sign.
Restructuring and reorganizing can be a nightmare, and it can be unbelievably tempting to ignore your analytics while you are in the process of designing and building. Please do not do it.
The truth is you can gain some significant insights by leaving your analytics and collecting information during your website redesign.
“Why would I want to do that?” You could be asking.
Understandably, you would want to wait before the new redesign is shiny and ready to roll out prior to flipping the switch in your analytics again then watching your visitors interact with your site, however in doing this you’d do a massive disservice to them.
If you are running a seasonally-focused business, you’d also be missing out on more comprehensive data to ascertain specific seasonal trends that could affect design tests (such as setting up holiday-related pictures over Christmas).
Leaving analytics during a Web Site redesign can give you invaluable insights you might not get.
During the website redesign, leaving your analytics on can provide you with some revealing information you may not get following “the big reveal.”
For instance, let’s say you unveil a brand new navigation structure on your menu. Evaluations have shown that this new menu is much better organized, portable responsive, and easy to use.
Users struggle to get what they’re searching for. Menus and buttons are not where they used to be, and they are frustrated.
Had you left the analytics on during that period and tested which navigation works best, you’d have captured invaluable insights on the user’s experience (and frustration) with the menu — taking you back to the drawing board to discover a way to blend the best characteristics of the older menu using the responsiveness of the new. Not only it will save you a lot of time, but it will also keep your existing customers from leaving your website.
But navigation and layout are not the only potential casualties of a redesign. There’s also the problem of what is happening behind the scenes.
What to Measure for Best Results
So, in the event that you leave your analytics on — what exactly do you measure during the construction and rollout phases of your own redesign?
Well, it is not substantially different than the key metrics that you should measure ordinarily:
User Engagement — How your customers interact with your site. You will want to focus on conversion — monitoring the path step-by-step see where clients may be falling off in the process. Social networking referrals may also impact the degree of engagement and interaction on your site.
Conversion Rate — Most business owners and marketers understand that “conversion rate” is vital, but they’re not sure why. The conversion rate is the number of users who take a particular action on your website that you want them to take — if it’s signing up for a subscription or proceeding to checkout.
A redesign is among the biggest changes possible, although your conversion rate is affected by many variables.
It’s perfectly normal for conversion to dip after the website redesign since visitors are still trying to get accustomed to the changes, but then it will gradually and steadily — This will tell you whether the design is a success or if you need to go back to the drawing board.
What most don’t understand about conversion is that it is possible to specify different paths and steps that consumers can do to get to the end result and judge those paths according to how much of a return on investment they bring to your business.
In short, it is possible to see what is working and what is not, letting you focus your efforts on the stuff that works while removing or changing the stuff that doesn’t.
The most important thing is this: when it comes to analytics, leaving them on even during the middle of a website restructuring might provide unusual details, user behaviour insights, or patterns which you can not usually see.
Making these kinds of course corrections at the centre of a redesign saves time, money, and effort in the long run.
Have you recently redesigned your site or made it mobile responsive?
Did you keep analytics on during that time?
It’s astonishing what you can learn, even though an”under construction” phase.