We’ve shown it to be the better website redesign strategy for several companies, from mid-sized for Fortune 500, and the stories are exciting. We’ve literally seen Fortune 500 clients of ours scrap their redesign projects mid-stream in favour of switching to an ESR approach. For real.
But first, let’s take a step back: What is ESR and how is it the most effective website redesign strategy?
It’s no secret that the traditional website redesign process is broken.
Many a well-meaning web manager has had their hopes dashed in the experience. If you’ve been involved in one, you know what I mean… the white knuckles and sweaty brow on launch Monday, fingers crossed hoping for a smooth transition.
But, it often isn’t smooth. More often than not, redesigns end up over-budget, over-due, and under-performing. We’ve had clients come to us after flipping the switch and seeing a 20 to 40% drop in conversion rates.
Yet companies have become trapped in the website redesign cycle.
They’ve been fooled into thinking a redesign will lead to growth revenue. You might assume a beautiful new design, following the industry-accepted “best practices” will increase customer trust and therefore your sales.
That’s a false hope.
And that’s not the only problem with the traditional “radical” website redesign.
The old website redesign approach
Unfortunately, few agencies and marketing departments consider the risks their creative processes create.
To understand your risk, think about the number of changes you make during a redesign. Multiply that by how drastic a change is for each element. Imagine for a moment the list of changes proposed during a creative meeting.
You’ll change the home page headline, imagery, site-wide template layout, navigation bar design, fonts, shopping cart or form layouts, and many more.
But when do you discuss the risks associated with these changes? In most cases, that discussion doesn’t happen.
Maybe some changes help your conversion rate, and some definitely hurt. But how do you know which have a positive or negative effect?
Marketers usually go into a redesign without a process in place to test the page templates and landing page elements that are being changed. There’s no way to monitor and justify those changes against key conversion metrics.
Mitigating these risks can only be done with a rigorous conversion optimization strategy. It requires a process that includes understanding the target audience, prioritizing test hypotheses to solve issues obstructing conversions, setting up controlled split tests, and analyzing insights from data to make informed changes.
Companies that are using a structured process that include A/B/n split testing as part of a conversion optimization strategy, like WineExpress, Iron Mountain, Electronic Arts, BabyAge.com and BuildDirect (see case study below) are getting significant sales lift while reducing risk.
In fact, eConsultancy reports that companies with a structured approach for conversion optimization are twice as likely to have seen a large increase in sales as others.
The better approach: Evolutionary Site Redesign
Testing, and a proven system to execute testing for design changes, is critical for today’s marketer. The risk of making substantial website changes without these is just too great.
This approach to website redesign is called Evolutionary Site Redesign (ESR) and is the most effective website redesign strategy.
The truth is that a dramatic, “radical” redesign is dangerous for most companies.
It’s not that you don’t need a redesign. You probably do. But a better, structured, less risky, iterative design approach involves a process of testing with incremental (and often dramatic) improvements. This ESR approach results in a better visitor experience and results versus the traditional throw-the-baby-out-with-the-bathwater method.
As a result of A/B testing, the conversion rate of the new checkout page increased by 54,68% as compared to the previous version of the purchase page.
ESR gives continuous results improvement
There are two major differences between ESR and the traditional “radical” site redesign (RSR) approach:
1. It’s faster
After a traditional website redesign, marketing departments are usually so fed-up with the process that they’ll gladly wait another 5 years before trying again. Or, they may spend the next 6 months scrambling to fix the conversion rate drop with their new site. ESR, in contrast, creates a system of continuous improvement so your website is always leading the pack.
2. It has the right success criteria
“Gut feeling” and reliance on the so-called “best practices” of designers and UX practitioners leads traditional redesign. While the team may be talented, no batter hits 100% and many of their changes are likely to hurt website results. With ESR, every change is measured in controlled A/B/n split tests against its effect on business goals.
The RSR approach leaves your website lacking and continuously falling behind in the intervals between major redesigns. But, with ESR, your website will continuously keep up and surpass the success of the rest of the web.
ESR essentially uses conversion rate optimization principles to redesign your site.
How ESR eliminates epic website redesign fails
By adopting the evolutionary site redesign approach you can guard against website redesign risks while dramatically improving your website every day.
ESR continuously improves your website
With ESR, your website will continuously keep up and surpass the success of the rest of the web. Once you’ve defined your website’s goals clearly, you can test and continuously optimize to improve on them.
ESR works by implementing a system of continuous A/B split testing throughout your entire website and digital marketing. Rather than relying on the gut-feeling and flawed intuition of an art director, your website decisions should be made against the crucible of customer actions.
You should test everything in your marketing:
- Site-wide design styles
- Logo, header and tagline
- Product page templates
- Landing page design & content
- Your product or service value proposition statements
- Lead generation forms, shopping cart and checkout
- Third-party integration tools
- Home page design, eyeflow, merchandising
- Imagery, copywriting, ads, calls to action, and offers
- And everything in-between!
Real life example: BuildDirect.com
Now, after having run this strategy for several of our clients, we can say that it’s an unabashed success.
Let me show you how ESR works in practice and correct some misconceptions.
After working with WiderFunnel for several months and achieving significant conversion rate improvements, we implemented an ESR strategy for BuildDirect.
Our goal was to improve the dated website design without hurting conversion rates and, ideally, boosting revenue in the process.
We began by redesigning the look and feel of the entire website. WiderFunnel’s designers and BuildDirect’s internal team came up with contemporary look and feel options that would respect the brand.
Rather than changing everything at once to match the new design as a traditional redesign would, we tested the major elements of the website iteratively, focusing on improving user experience and conversion results. So, how does one test each new design element while maintaining consistency of user experience?
The answer depends on how a website is structured. Since there are are several ways to approach ESR, plans are unique to the website being redesigned.
The goal is to isolate the elements that contribute to design in a way that minimizes design dissonance.
In the case of BuildDirect, the left column was an important part of the user experience. We saw through click heatmap analysis that a high proportion of visitors used the left-nav to find and filter their products. At the same time, the design needed a lot of improvement, and the left-nav was contributing directly to the dated design.
So, we isolated the left column and ran A/B tests of new design options.
As shown above, the new design met the goal of improving the look and feel while, at the same time, lifting conversion rates by 16% across the entire website!
With that first winning test, we moved on to the other site-wide elements, including the right-column, header and top-nav, subhead design, css, shopping cart, etc.
Every page on the website has been redesigned through this method and the results have been incredible.
We met our goals of updating the look and feel, while staying on brand and increasing conversions. But the best result of all…
How about an extra million dollars per month!
That’s right, this strategy for BuildDirect resulted in more than $1 million in revenue, per month! That’s incremental revenue directly as a result of the A/B testing and ESR.
Want a more detailed overview of the BuildDirect process and how ESR can work for your website? Contact us to set-up a consultation.
If you’re considering using ESR (and you should be) you may need to have a chat with your CXO. Below are some good talking points.
The top 7 reasons to use Evolutionary Site Redesign
Here’s why ESR is the most effective website redesign strategy:
- You get a new site “look and feel”, and lift conversions at the same time
- You learn which elements actually improve results
- You maintain your team’s focus on the important business metrics rather than “aesthetic” redesign
- Your website never faces lags in results in-between redesigns
- You avoid the risks of a “radical” site redesign
- It’s actually faster and more effective than traditional website redesign
- Your website testing can be used to evolve your brand positioning, messaging, and design based on real customer persuasion insights
Revolutionary vs Evolutionary design: which approach to choose?
We have told you about the indicators that help make the choice of this or that redesign strategy.
Here is a comparative table that will make them more illustrative.
|RSR Revolutionary design||ESR Evolutionary design|
|When is it good for your business||Unprofitable / not cost-effective online store||Successful online store that has certain weak spots|
|Design has not been updated for the last 5 years||Design has been updated in the course of the last 5 years|
|When one interface mistake is corrected, new ones appear||Usability mistakes are easily corrected without structural changes|
|Characteristic features||Entire redesign||Step-by-step improvements|
|Big investments in the short term||Expenditures are evenly distributed over time and are paid off quite quickly|
|Long implementation times||Changes are dynamic, the results are visible soon|
|Global changes are always risky||Evaluation of results takes place after every update stage, which reduces the risks|
|Intermittent website development. The site might not be able to keep pace with the competitors until the time for a new redesign comes||Continuous improvement supports the website effectiveness|
What do you think?
Have you experienced the post-website-redesign conversion rate drop? What barriers does your organization face to redesign by testing? We love to hear about your experiences.
The best tool for A/B tests for UI or CRO
I have two points for which I occasionally try to be persecuted:
- If you don’t know which tool to choose, then choose any tool. And this is most likely Google Optimize.
- You don’t need to know the under-the-hood math of A/B testing. Look at the tool’s “Win/Lose” messages.
So why do I think that?
- If you don’t know which tool to choose, chances are you have no or very little experience in A/B testing. To get that same experience, it’s important to start as soon as possible.
- If you don’t know which tool to choose, it means you have no requirements for the tool. If there were real requirements, a simple comparison of functionality would quickly solve the problem. And if there are no requirements, then anything will do.
- Knowing the under-the-hood math will help if you write your tool from scratch. In other cases, it’s practically useless: you can’t change the Google Optimize algorithm(s) and/or other tools.
It seems like picking the best tool and figuring out the under-the-hood math is very, very right. The devil lies in the definition of “right.” I insist that speed of motion (start early) is more important in most cases. In that time, you will have time to do more and get better results than that gain from a better tool and knowledge of math.
Run experiments whose wins will be reported to you by accounting, not by the analytics system.
CodeIgniter 4: Build a Complete Web Apps from Scratch
Codeigniter is a popular PHP-based web application platform for building high-quality web apps, websites, content management systems, and e-commerce stores.
Web development has progressed significantly as a result of the widespread use of mobile devices and the digitization of industries, and specific solution-based application development has become a requirement of the hour. Developing multi-device supporting solutions that are reliable, scalable, and stable has become the most in-demand service in today’s world.
PHP is an open-source scripting language among developers because of its ease of use. To put it another way, the PHP framework supports the creation of a simple platform for companies and entrepreneurs to build seamless web applications. This framework enables developers to use pre-built modules rather than writing repetitive code, saving time and allowing for a shorter development cycle, resulting in faster app development.
Best-in-class coding practices and development procedures are included in the PHP framework, which aids in the coordination and protection of the process.
CodeIgniter and its various aspects
CodeIgniter is a website-building framework based on the PHP programming language. It’s a completely free framework to use. It features several advantages such as easy to upload and operate your website.
Codeigniter is a perfect solution for those who want to build projects from scratch without the need of installing any other software on their machine.
If you know PHP, CodeIgniter will facilitate your work. It comes with a multitude of libraries and assistants. If you build a site from the ground up, CodeIgniter will save you a lot of time. Furthermore, a CodeIgniter website development is safe, as it can prevent a variety of website-based attacks.
CodeIgniter is a lightweight PHP framework for developers who want to develop complete, simple, elegant Web applications. CodeIgniter is a technology institutional document developed by EllisLab and is a British Columbia Institute project.
A developer may choose to master one or more of the frameworks mentioned above, but the one that is the most current in terms of market dynamics and demand should be prioritized over the others. See the benefits and disadvantages of using CodeIgniter website development.
Advantages of CodeIgniter website development
CodeIgniter is a PHP MVC framework that allows developers to quickly create full-featured dynamic applications. The MVC (Model-View-Controller) architecture of CodeIgniter helps create multiple processes of the development cycle simultaneously with successful design, with a variety of libraries and packages enabling linking databases to perform diverse operations such as file uploads, session management, email sending, and more.
The MVC (Model-View-Controller) framework is used by CodeIgniter to create website designs. MVC is an architecture or design model used in the development of websites. The design structure is divided into three parts, as the name suggests, allowing for easy customization.
- Model – The model, which is in charge of data management, establishes the base layer.
- View – The data would be then forwarded to the receiver.
- Controller – The controller’s role is to keep all of the previous levels’ links on the same page.
The form validation feature is critical in web application development. It allows you to capture and file data in the appropriate format. It also makes the job of developers much easier and more enjoyable. The CodeIgniter system makes custom validation easy, and it comes with a number of built-in type validations, making it unsuitable for scripts.
Inbuilt Security Tools
In PHP CodeIgniter website development facilities, excluding slashes when recovering data from the database is a common practice. Due to built-in security tools, these patches are interpreted in default settings. When feeding to a query, these default settings fix the database problem by disabling the runtime guidelines for magic quotes. Thanks to these useful features, the CodeIgniter website development process is quick and easy for developers.
During the CodeIgniter website development process, developers who use the CodeIgniter web application development framework may find it easier to access error reports. The framework also supports the saving of debugging messages as text files with error logging class instructions. This feature is extremely useful for programmers.
Database Caching Class
The following easy steps can be found for the cache. Reduce loading by storing text file queries.
- Build a writeable directory on the server that stores and saves cache files
- Set the path to the cache folder in the application/config/database.php file
- You can turn on the caching function globally or manually in the application/config/databank.php file.
Since CodeIgniter has a simple integration feature, cutting-edge web applications developed with it can help businesses all over the world, making it the most preferred web platform for developers.
How to find a skilled team to outsource Codeigniter development?
Codeigniter is a popular open-source PHP web application framework. It’s a powerful and flexible tool for experienced programmers, but it’s also a great option for beginners.
In this section there are some tips on how to find codeigniter developers:
You should look into their online portfolio and check the quality of their projects as well as the number of projects that they have done in the past. You can also ask them about what type of freelance jobs they prefer, or if they prefer working with one company or multiple clients at once.
Codeigniter framework is a popular PHP-based web application platform for building high-quality web apps, websites, content management systems, and e-commerce stores. The framework combines a highly immersive interface with a collection of simple tools to make it ideal for developers. Codeigniter is a common option due to additional features such as simplicity, versatility, and security. If you want to have a smart and vibrating web application, you should use CodeIgniter website development
TOP-7 ways to benefit from GPU servers for your business
New technologies have a huge impact on all business spheres. There are serious corporations as well as small coffee shops and well-known clothing brands. Sometimes the development of a new project comes to the point that the owner has to buy additional technical equipment. Not every business requires a stable Internet connection; some portals can survive with a simple site and a few commercial pages on social media platforms. However, when it comes to dealing with big data and personal information, the responsibility needs to be taken.
Purchasing or renting a reliable server may be a significant item of expenses. It is important to decide whether you want or need it for your business. Many people say that in any case, it will be a necessary step and a great way to improve marketing strategies and sales. Online presence has become not an optional feature, but a necessary part of running a company. The Internet can be used to keep in contact with customers, store important information, advertise a product and demonstrate reliability and a well-deserved positive reputation.
A graphic processor unit was created for many purposes connected with visuals. It has been developed with a lot of effort, which is why it is not the cheapest equipment. How did it come that a computing device for 3D graphics and detailed visuals became an option for a server? Let’s find out.
What is a GPU server?
Improving graphics here seems pointless. However, servers with GPU show a lot more potential and complexity than those without one implemented. The main processor becomes overloaded easily without proper maintenance. Adding a graphic component will help with some of this work and prevent freezing, errors, data loss, etc.
This strategy also helps to manage tasks properly. You can assign the most important calculations to the main processor and leave the rest for the graphic processing unit.
GPU vs CPU
The central processing unit is the most basic and essential part of a computing machine. It is responsible for operating a system, and many people stop upgrades at this point. If it is too slow, you just add more power to do different tasks. Usually, it has 32 or 64 cores.
GPU was created for operating graphics cards. Due to the specialty in visuals, it may have more than 1000 cores. It would seem, what is the advantage of the usual processor over such a powerful tool? Well, the GPU was constructed to operate a difficult task as fast as possible, but only once at a time, while each core of the CPU takes over a particular operation. This means that a graphics processor is perfect for a huge individual calculation.
Does a server need a GPU?
We pointed out a couple of reasons why you should consider this investment. We would like to add some more to the list:
- Quick calculations. As it was mentioned earlier, the more operating tools you have, the faster everything will work. The efficiency of your hardware has a huge impact on the User Experience and overall performance of your website or application;
- Tasks management. Focusing on the main functions is vital for operating a website or app. Any additional operation which is not in the priority may be assigned to the GPU;
- DDoS protection. Modern technologies will guarantee safe and secure operational processes without unwanted intrusions. Having the GPU hosting, it is possible not to worry about important data losses;
- Low expenses. The renting of virtual equipment allows saving expenses. If you rent the virtual server with a graphic card, you will get incredible operational performance at an acceptable cost;
- AI training. If you need strict statistics and autonomous tasks, you should consider this high-quality equipment. It is perfect for establishing algorithms and AI improvement.
We are lucky to live in a period, where you are given many possibilities in the business sphere. The Internet is a powerful tool, a net of information, which brings great benefits to both entrepreneurs and clients.
Hostkey Company is one of the best hosting providers. It offers a variety of dedicated servers. If you want to see the list of interesting offers and get professional advice, just visit the official website. Experienced managers could assist you to choose the most reliable and inexpensive variant of equipment due to your requirements to rent. Professional tech support is available 24/7. It is possible to solve any questions or get a free consultation in the short term.
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