Use case - Technical aspects of SEO and Marketing

Did you know that 7 out of 10 sites redesign every 3 years? Market leaders, sites at the TOP of search results and popular resources constantly make changes. Moreover, some site owners are ready to redesign immediately after the protracted release of the project. What does that say? At least about the fact that there are objective reasons for the introduction of redesign and functional changes on the site, as well as that design trends are constantly changing. Website redesign implies a change in the external component of the site or its individual elements, the changes themselves may affect not only the display of elements but also their order, as well as the entire structure of the page as a whole. These works assume that your project has outgrown the current site and there is a need for new functionality or a change in the logic of the current elements. Now we will talk about objective reasons and signals that indicate the need to implement a redesign on the site. The design is morally outdated. Yes, design may become obsolete and even become a reflection of the memory of generations of company marketers. To prevent this from happening, regardless of your desire, you need to update the design at least once every 3 years. Why is the design becoming obsolete? Trends are updated every year and your site should keep up with the times. And it shouldn't be fancy elements or gradients throughout the site — everything is much easier. Page design requirements are changing and users get used to a certain location of elements, and navigation work. It's not always easy to explain why the site looks archaic, but most users quickly catch the «ancient» design. Overloaded structure, distracting background, unreadable fonts, a lot of text, the use of small images and eye-friendly colours — all this distracts and leads to the only desire to close the tab in the browser as soon as possible. Most visitors to the site will initially assess the credibility of your business based solely on its design and content. Web design trends change every few years. On average, a site that has served its owner for more than 3 years is definitely worth updating. Reduction of conversion and other indicators Have you noticed lately that the site sells worse? Traffic is the same, or maybe even more than six months ago, but sales are less. Perhaps it's seasonality, which is easy to check with analytics data. But if seasonality has nothing to do with it, and the time of users on the site is reduced, as well as the number of pages viewed, the conversion is lower and lower — it's time to review the content on the site. The decline in conversion means that fewer and fewer visitors are interested in your offer. The arguments you give to the user to choose your company are losing their strength. On the one hand, it may indicate the activity of competitors, on the other hand, it is necessary to soberly assess internal factors. For example, on each page of the site, you write about free delivery, while it would be necessary to mention the fast terms of receipt of the order. Or a price that is within the upper limits of the market requires argumentation (e.g. extended warranty, original products, unique production method, limited edition), and you hope for the strength of the brand and established beliefs of the audience about the reliability of the company. The design change will allow you to highlight the benefits of your offer to customers. This problem is particularly acute in emotional demand goods, where demand will depend on the pain of the audience. Instead of 1 page with the product, you can do several different ones and conduct tests for different audiences. For example, let's take the promotion of the felt-tip pen from scratches on the car bodies: You can show that this is a common problem in cities and a felt-tip pen should become part of the first aid kit in the car; Emphasising the economy of body painting; Show how quickly the problem with scratching on the car is solved; A Felt-tip pen is the best gift for a man. Content varies depending on the specific audience and its needs. Thus, the design change allows you to analyse these events by performing A/B tests and keeping abreast of conversion. When choosing to contact the audience, there is another, no less important problem related to the design of the site, for example, your advertising does not correspond to the content on the site. More details in the next paragraph. Appeal to the audience, expectations and reality You have conducted numerous tests, found the perfect appeal to the client, and chosen exactly the creative that catches your target audience. Transitions to the advertising site break all records, the traffic manager rejoices, opening another bottle of champagne... it's a pity that your site is not aware of this situation at all. In advertising communications, it is important that the initial message is reflected in the real content of the site. Thus, users who are «hooked» by the ad will receive a detail of the information/offer for which they came. Otherwise, users' actions are limited to looking for a continuation of the lost thought, proving to themselves «that there should definitely be something about it», instead of making sure of the advantages of the original offer. When working with creative strategies, it should be remembered that visits to the site may be from other sources (e.g. social networks or referral links), and users may not understand creativity if they did not know about its origins. The result is that a separate creative requires new landings, the creation of which may be limited by the conditions of current design templates. For example, the advertising campaign used creatives «CRM for the lazy» and a familiar character who was associated with this appeal. But visitors who visited the site from other traffic sources did

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