First 3 Pages
How to prepare
for an upcoming website redesign project
Your website is the most important marketing tool you have, and you
need it to look its best. This eBook will help you ask the right questions
to check your blind spots and begin your next website redesign project
on the right footing.
Planning your website redesign
Begin with your analytics data
The first step in your redesign should be logging into your website analytics program.
Your analytics data provides a wide variety of opportunities to intelligently shape your new website.
Everything from making your case for project funding to analyzing graphical design and target groups
can be readily found in the data you’ve already gathered.
Generally, there are two phases when talking about web analytics for a new website: pre-launch and post-launch.
Phase 1: Pre-Launch
Web analytics should be implemented in the project as early as possible. Doing so gives you the strategic advantage of being able to see how visitors interact with your current site, and determine how you can best improve that interaction.
Specifically, visitor data can provide answers to essential questions like:
Who are our users?
What content on our current website do they look at?
How do they end up on our current website?
What do they do/where do they go when they visit the website?
What feedback have we received from our users?
Knowing the geographic location of your users, their technical specifications, and whether they use computers or mobile devices when visiting your website will give you a clearer picture of where to focus your efforts. It isn’t realistic to expect complete answers for all the questions above, but combined with other information like customer surveys, the picture is much sharper.
Combine that knowledge with an analysis of the most popular content (and the least popular), how users are finding the website, the users’ behavior and the most used paths on the website, and you have a strong foundation to support and develop the web strategy for your new website.
Phase 2: Post-Launch
After the launch of your new website, you need to continue to optimize it - forever. Make a workflow for the continual measuring, analyzing and optimizing of your website, and put it to use.
In order to work continually to optimize and analyze your new website, you need to document the right Key Performance Indicators (KPI’s), measurements, and have a full dataset available. (All of which you should have created in the Pre-Launch phase!)
Website Improvement Workflow
MEASURE + ANALYZE + OPTIMIZE
During the planning and development in the pre-launch phase you should ensure you have implemented your web analytics tool properly. At the same time, it’s important to make sure you have developed your website in a way that makes it possible to extract the data needed to work with the continuous optimi-zation of the website. A proper set-up from the start does not cost that much extra time, but will certain-ly pay off in the long run.
Website Accessibility From Day 1
Now that you’ve made sense of your data, it’s time to make sure your new website can be used by as many people as possible. Here are some tips on making requirements for website accessibility:
When you write accessibility requirement specifications for your web development team, it’s import-ant to use the right standards. The best standards are the international guidelines called “Web Content
Accessibility Guidelines (WCAG),” which is created by a part of the World Wide Web Consortium (W3C) called the Web Accessibility Initiative (WAI).
(In case you didn’t know, the W3C is a non-profit organization run by the guy who invented the internet, and is universally recognized as the authority for setting web standards. The members of this organization are a veritable “who’s who of the internet” from all around the world)In web design projects, it’s fairly common to request that the website be designed in conformance with WCAG 2.0 guidelines on level AA, however this requirement isn’t as straightforward as it could be. How will you know whether the website delivered meets your expectations? Instead of giving your developer general guidelines like “this website needs to be accessible,” you should explicitly state the individual
criteria for compliance, then have them state how their design will meet that goal.