Author: MindArc, April 12, 2021
Still unsure whether to redesign or run a CRO program?
Your website is a vital asset to your business. It is a significant source of income, whether you use it to sell products, sign customers up for a service or collect leads. When we realise how much it matters in an omnichannel mix, we want it working as hard as possible.
Redesign or optimise?
Many believe that resetting the counter and doing a complete website overhaul is inevitable, which is why many companies turn straight to a full site redesign. It is a fair call, and as a digital business, we deliver best in class site redesigns. In some cases, it is exactly what's needed.
However, there is another approach that is less well known. It improves website performance just as surely, but more progressively. It's called Conversion Rate Optimisation, or CRO.
Two approaches, one goal
First, let's separate the two.
- Site redesign, the rebuilding of a website's core foundations to make it more agile and efficient. An overhaul usually means a complete transformation of the original code and design. It is particularly effective when the technology behind your current site no longer lets you deliver your marketing strategy, due to old systems or limited CMS capabilities.
- CRO, a continuous, strategic approach to improving conversion rates across websites, mobile applications and marketing applications. It works best for websites with a clear objective that translates into revenue. It relies on scientific and statistical evaluation, such as UX research, qualitative and quantitative data, and A/B tests.
To help business leaders and marketing managers choose the approach that suits their organisation, we've prepared an infographic that compares site redesign and CRO side by side.
Which one is right for you?
Redesigning and optimising your conversion rate are two completely different approaches. Both serve the same goal, which is more sales and leads from your website.
A redesign suits businesses whose website holds them back. It stops them from innovating, creating and deploying digital marketing strategies. The reason is usually technology, CMS limitations that have built up over time, or problems with the site's infrastructure.
CRO is more agile. It suits businesses whose website doesn't restrict them. The problem isn't the platform's foundations. It's the design, the UX or the way products and services are presented to users.
Think of it like a physical store
Say you own a physical store and you want more sales. Would you pour new foundations and straighten the whole building? Or would you rethink the store layout?
If the foundation puts your customers and your team at risk, you fix that first. Then you know the store stands and nothing serious happens down the track. If it doesn't, you give it a fresh coat of paint, move the walls, sort out the windows or reorganise your shelves.
The same goes for your website. Only rebuild if the core foundation is causing a problem for your customers. If it isn't, a CRO approach lets you test new changes and settings without tearing down the old store and starting from scratch.
Choose the path that gets you results fastest
Not everything is black and white. You can lean towards CRO and include a partial overhaul, or the other way around. Whether your business is physical or online, the idea is the same. Pick the approach that delivers the best possible results as quickly as possible. The first step is understanding the options in front of you.
If you'd like to learn more about CRO or site redesign, we'd love to hear from you.
Want to know more?
Have questions about site redesign or CRO? Reach out to the MindArc team at hello@mindarc.com or get in touch below.
