Want to redesign your website? A redesign can be a huge success – or it could fail miserably. The best way to ensure success is to plan your exact route of attack. If you haven't thought about your goals, strategized the desired success, or even considered why you're doing a redesign, you could find yourself in a tussle. Often times, there is a lot of work behind the scenes that needs to be done even before you start redesigning. Jeffery Vocell, Principal Product Manger at HubSpot, goes through common redesign challenges and how to overcome them, as well as tips and tricks to make sure your redesign is a success. Check out this SlideShare to learn: - When to think about planning a website redesign - What exactly goes into planning a redesign - Tips to keep your redesign on schedule, and on budget - A new, modern way to approach website redesign

1. How To Redesign Your Website

2. Partner Day
Event 2015
Narrative 1
Hi.
Jeffrey Vocell
Principal Product Marketing Manager
@jvocell

3. We’re going to talk about
1. When to think about a website redesign
2. Planning your website redesign
3. Executing the redesign
4. Tips to keep your redesign on schedule, and on budget
5. Review & launch
6. A new, modern way to approach website redesign
@jvocell #WebRedesign

4. How to Redesign Your Website
When to think about a redesign
@jvocell

5. Website redesign is an art and a science

6. The age of your website is one, but not the only indicator.

7. You may see an obvious sign, like a critical metric
beginning to free-fall.

8. More than likely, it will be a combination of gut instinct
and technology advancement.

9. Marketers tend to redesign every 18-24 months

10. At the end of the day, redesign to drive core business metrics

11. How to Redesign Your Website
Planning
@jvocell

12. Start with a baseline

13. 8 Baseline Metrics
1. Number of unique visitors
2. Bounce rate
3. Time on site
4. Number of new leads / form submissions
5. Sales generated
6. Number of pages indexed
7. Number of pages receiving traffic
8. Number of inbound linking domains
@jvocell #WebRedesign
Gain an understanding of the monthly volume of each of the 8 metrics over the past 6-12 months

14. Add YOUR most critical business metric which is tied to your website
to that list of 8
Most Important:

15. Questions to ask8

16. What do I like, and dislike, about my website?
1.

17. Likes Dislikes
• Product Imagery
• CTAs
• Brand Colors
• Menu too large on mobile, overtakes viewing
area
• Conversion path not well-defined
• Site is loading slowly

18. Is there anything missing from my website?
2.

19. • User testing
• Win/Loss Analysis
• Competitive website comparison
• Search keywords
Some ways you can find out:

20. Is my site meeting, or not meeting, our
marketing goals?
3.

21. What is the first impression I want to convey?
4.

22. • Deeply understand the personas you are marketing and selling to
•User testing / Heatmapping
• Bounce rate
•A/B Testing
First Impressions:

23. What is my budget for this redesign?
5.

24. What is my timeline for this site redesign?
6.

25. • Come up with a proposed launch date, then work backwards to
determine a plan.
• Most redesigns take 3-4 months, and could take longer if it’s complex
Timeline:

26. Can we do this redesign in-house, or should we
hire an agency?
7.

27. • Do you have a developer, and designer on staff?
• If so, based on your timeline, what does their workload look like?
• Is your budget inline with redesign costs?
In-house, or Agency:

28. Are we going to switch CMSes during this redesign?
8.

29. • What platforms should I evaluate?
• Does the platform have good reviews and reputation?
• Will I easily be able to make site changes as needed?
• Does the platform have good deliverability (site speed, uptime)?
• Is the platform SEO friendly?
Platform Questions to Consider:

30. How to Redesign Your Website
Execution
@jvocell

31. Review Wireframes

32. Review Mockups

33. How to Redesign Your Website
Tips for On-Budget, and On-Time Redesigns
@jvocell

34. Most website redesigns go out of budget due to
considerations that were not made up front.
Most website redesigns go out of budget due to
considerations that were not made up front.
Most website redesigns go out of budget due to
considerations that were not made up front.
Most website redesigns go out of budget due to
considerations that were not made up front.
Most website redesigns go out of budget due to
considerations that were not made up front.

36. Be aware of just “one more change”

37. How to Redesign Your Website
Review & Launch
@jvocell

38. There’s A LOT to review before launching your new site

39. But let’s talk about the top 12

40. Check spelling and grammar across the entire site
1.

41. Test site speed on different browsers, and devices
2.

42. • WebsiteGrader.com
• WebPageTest.org
• Ask other employees who have different devices to visit the site
How?

43. Test the website on different devices, and browsers
3.

44. • Browsershots.org
• Ask other employees who have different devices to visit the site
How?

45. Test all forms, CTAs, and links on the website
4.

46. 404 redirect pages are setup
5.

47. Ensure any social buttons work properly
6.

48. Check all page titles, meta descriptions, and keywords
7.

49. Check all photography for attribution or rights
8.

50. • Your own employees, office, product!
• freestockphotos.com
• unsplash.com
• pexels.com
Good photo sources:

51. Check all pages & templates for brand colors
9.

52. Resubmit XML sitemap to search engines
10.

53. 301 redirects are in-place for any URLs changing
11.

54. Finalize marketing launch plan
12.

55. • Announce via Email, Social Media, PR, Blog, and other channels
Announce the Launch:

56. How to Redesign Your Website
Introducing Growth-Driven Design
@jvocell

58. Growth-Driven Design is an iterative framework for building a website
that drives your business.

59. Resources
How To Redesign: hubspot.com/how-to/website-redesign
Redesign Workbook: hubspot.com/redesigning-your-website

60. Looking for an agency to help out?
How To Redesign: hubspot.com/how-to/website-redesign
Redesign Workbook: hubspot.com/redesigning-your-website

61. Try out the HubSpot Website Platform
bit.ly/web-trial

62. Questions?
@jvocell