So, I’ll just come right out and say it...Failure sucks! Especially when you’ve invested a significant amount of time, energy and money into something that you’ll inevitably lose your appetite for over time. Bottom line, no one enjoys it - so you may want to rethink implementing a traditional website redesign.
The most common problems associated with the traditional website project are plentiful:
the finished product’s inability to evolve as the business evolves
it doesn’t perform as a 24/7 salesperson
it can’t be easily modified over time based on visitor behavior and performance
And this causes frustration on so many levels because of the energy and money and mental commitment you have to invest in the project. It’s not fair. And it’s also totally unnecessary (but we’ll get to that).
So why do traditional website design projects fail? Whether you are redesigning or starting from scratch, here are 3 components of traditional website design that are setting you up for failure:
1) Putting Design Before Goals & Strategy
Traditional design often focuses on fancy wireframes, design and architecture before strategy. This approach is destined for failure because while pretty pictures and design are wonderful, they don’t typically have a strategic purpose and they usually revolve around the likes and wants of the company NOT the company’s audience. Marketing 101 failure. Instead, understanding what will compel and engage your visitors, then, developing a website strategy around their needs is the approach that positions your site for long term success.
2) The Website Design Projects Don’t Dive Deep Enough Into User-Experience
Remember QR codes? Every business had to have one creatively placed on their business cards and brochures. Why didn’t they work? Simple: User Experience! It was a pain in the butt to download the app, open the app, place your phone over the QR code, snap a photo and then FINALLY, you were taken to the landing page, and usually that landing page was NEVER worth the trouble. Failure based on user experience.
Consumers want the latest and greatest, they want to interact with a site that is living and breathing (and thriving). They want a site that is constantly updated and never ever out of date. No one wants to see outdated information or design trends from 2005 on your homepage. Sadly, because traditional website design projects take so much monetary and time investment upfront, there is often no room left over post-launch to update, enhance and optimize for user experience features and functionality.
A better design methodology is focused on making ongoing, incremental changes over time to keep your visitors engaged and we do this through a website design methodology called Growth-Driven Design (keep reading!!!).
3) The Website Launch Is SO Final
With traditional web design, the first launch….is the last launch. Of course, with the exception of redesign, but that may not happen until, on average, no sooner than 2 years down the road.
Unlike traditional website projects, traditional web design is only the first step in Growth-Driven Design. Sound intriguing? It goes like this: a “launchpad” version of the site, the core elements of your design and functionality that create a platform for continued further growth and improvement is implemented within the first month. From there, new elements are slowly introduced in an incremental and data-driven manner. Using website analytics, heat-mapping and other telling user experience data, you slowly and intentionally evolve your site over time. In a typical Growth-Driven Design engagement, the launchpad starts with around 20% of the total elements on your website redesign wish list. These are ideally the elements that will generate at least 80% of the site’s impact and establish a rock-solid foundation to be built upon. Traditional web design on the other hand attempts to implement everything you want, all at once. The result is often a site that tries too hard, does too much and in turn, does nothing well.
If your end goal for the new website is to generate leads, increase conversion rates and ultimately act as an asset for achieving growth, traditional website design will likely cause more headaches than handshakes. We live in a fast-paced world that thrives on interaction, innovation and invention, so it doesn’t make sense to spend thousands on something that will sit dormant for years.
Growth-Driven Design produces significantly more website ROI by methodically implementing improvements over time and show your prospects and website visitors that you’re focused on their needs.
If this blog has you itching for more information on Growth-Driven Design, check out our previous blogs!