The Complete Reference For A Website Revamp – With Case Study

Table Of Content

Introduction

Setting Goals

          Common scenarios

               Transaction happens online

                Inquiries happen online but sales is offline

                Both prospecting and selling happens offline

          Target Audience Type

                Decision makers

                Investors

                Prospective employees

                Developers

Outlining content and pages

Finalizing the information architecture and layout

Fine tuning the theme

Fleshing & graphics

Settling on timelines for implementation

Assessing ROIs

Conclusion

A website revamp is a huge effort. The timelines and resources required for it though will vary depending on the stage of growth and the industry you are in. I want to make a mention here that the effort involved in a revamp is very different from building your site from scratch. A revamp generally happens after a few months or a year into the business where you have a lot more data to analyse; a much better idea about your own niche and positioning; and a deeper understanding of your target customers. This understanding should help you come up with the right kind of material that targets your primary audience and drives specific behavior from that audience. Though this understanding offers clarity, a revamp in and of itself is more time consuming than the initial effort, considering the initial website is typically just a landing page with information added to it over time in an adhoc fashion.

In this post, I am presenting details about how Parth Mukherjee, the product marketing manager from Vizury went about the revamp for their website. Vizury provides personalized retargeting solutions and display ads for businesses across domains. They have gone through a complete overhaul since I last reviewed them in June and this redesign has had a huge positive impact on their key metrics.

While analyzing Vizury’s case, let’s outline a general guideline that will help in planning and implementing the mammoth task of website redesign. If you have suboptimal levels of engagement and conversion compared to the industry average, it is time for you to consider a redesign.

At the broadest level, these are the steps involved in the effort:

  • Setting Goals

  • Outlining content and pages

  • Finalizing the information architecture and layout

  • Fine tuning the theme

  • Fleshing & graphics

  • Settling on timelines for implementation

  • Assessing ROIs

1. Setting Goals

Understanding what you expect to achieve from the revamp is the first and the most important step. Most companies embark on a redesign when it occurs to them that their website is outdated in terms of look and feel. What has to be understood is that changing the ‘look and feel’ is only one of the objectives of the effort. While aesthetics are important, it has to be accompanied by definite structural and content changes in order to achieve specific business goals.

In Vizury, their goals were to –

  • Remodel and redesign the website to give it a more modern, cleaner and more organized look

  • Provide the correct amount of content at each level and easy navigation for information seekers

  • Plug in several content elements that don’t exist right now – blog, social feeds, video, and others of the ilk

  • Have content that would excite enterprise decision makers to spend more time on it

  • Ensure the site is developed with an architecture that ensures future content additions and edits can be done in-house via an easy-to-use UI

Among all the points listed, the 4th one is the most important; important for the reason that it clearly states who the website is intended for and what they want the target visitor to do. Without at least this threshold level of clarity, it is simply impossible to do a good job of the redesign.

It is easier to have that clarity if you are an ecommerce or a Saas company where the transaction happens online. It is because, at every point, your goal is to prompt the visitor to sign up or buy. This makes the funnel straightforward.

If your company is not either of the above, you need to put in some thought to understand what you can best achieve with your web presence and thus who you need to target for the best bang for your dollars.

The following are some questions which will help you in setting your goals.

Who is the site intended for – where is the sweet spot in your wide audience?

What do you want them to do?

What is the best case scenario navigation?

What are the parameters to watch out for in Analytics?

Let’s say, your offering is more enterprisey where a sale is closed offline, your website goal will be a lot different from a company which sells solutions / products online. Here, I discuss three common scenarios and who you could possibly target in such scenarios.

1. a) Transaction happens online

In this case, the visitor is typically a prospective customer and the goal at any point is to get the visitor to sign up for your product / buy your product / download your product.

1.b) Inquiries happen online but sales is offline

Let’s say you run a software services firm where inquiries come through from the website but the actual sale happens over a call or a face to face meeting. What should be your goal from your online presence? Who is your target visitor?

In this case, I would suggest crafting pages that will appeal to two kinds of visitors – 1) Prospective customers 2) Prospective employees.

I am explicitly adding ‘prospective employees’ because service firms have the perpetual need to scale in terms of human resource to scale business. For a service company’s success, scaling human resource is as important as closing sales.

The goal is to get your visitor (be it a prospective customer or employee) to get in touch with you via phone / email / chat by providing material that establishes your competency and credibility.

1.c) Both prospecting and selling happens offline

Let’s say you sell proprietary software solutions that are targeted at Fortune 500 companies, what is it that you should use your web presence for?

It could be one or more of the following

  • Provide content that establishes your credibility among decision makers in the target companies

  • Project the right image to investors

  • Appeal to prospective employees

  • Attract developers (In case you have a developer platform)

1.c.1)Decision makers

Even if you don’t consider web as your primary lead generation channel, most searches for solutions originate online. Hence, it is a good idea to have content that explains the value of your solution and content that will establish your expertise in that industry.

1.c.2)Investors

By deciding upfront that your site should appeal to this league, you will remember to specifically add pages that talk about your growth in the industry, the opportunity that the industry presents and the success of your product among your customers.

Vizury has done a perfect job of this. It is worth mentioning here that their previous version did not have any reference to this exciting growth trajectory shown below.

Read through the entire page here for a better understanding of how they drive home the image of a successful growing company.

Image

1.c.3) Prospective employees

Hiring is an expensive affair at scale. Also, hiring is no longer about bigger salaries or perks. It is down to how you – as a company – can sell the company’s vision and the dream of a fulfilling career to a prospective employee. Thus, it is a good idea to include pages that talk about the work culture and the growth opportunities within the organization to appeal to talented prospects.

Below is a section from Evanto’s Careers page. They have done a great job of adding content that is intended for prospective employees.

Image

1.c.4) Developers for your application platform

If you are something like a Salesforce or a SupportBee, where growth also means signing up developers to build apps on your platform, you need to dedicate pages to talk about your platform and developer experience with the intent to inspire more developers to sign up and build apps on your platform.

While Salesforce has gone for a flamboyant style, SupportBee has adopted a style that is in synch with the matter of fact approach of developers.

 Image

Though I have not listed developers and prospective employees as target visitors for ecommerce and Saas companies, this can very much apply to them too.

2) Outlining Content & Pages

 Once the target audience and the goals are set, outlining content is the next task. The content flows from the vision and mission, the company has outlined. Once you have penned the thoughts for different sections of the website content, depending on the size and intensity required for the sections, you will have to decide how they will be broken down into pages, and as components within those pages.

Presenting Vizury’s case

These are the following sections that they decided to concentrate on for the content

  • Overall organization positioning

  • Product positioning

  • Lead capture channels

To give you a quick 360 degree view, I am listing pages that are typically included in a service or product website.

Main Landing (Quick explanation of services/product with link to more details or a specific ‘Call to Action’)

Features or Services (A product tour or explanation of services offered)

Philosophy (What drives you as a company)

Why Us ( Unique Selling Proposition)

Customer Stories (Social proof to back up your USP)

Pricing (In the case of products)

Engagement models (In the case of Services)

About (Details about growth, team and culture for prospective employees and investors)

          Company

          Team

          Board

          Investors

Help (Documentation for the product)

Contact (Address, Email and other details for getting in touch)

3) Finalizing The Information Architecture And Layout

After you list out all your pages, under each page, list the specific goals for that page and who exactly it is intended for. Deciding these will help you arrive at what ‘call to actions’ to have, how you should distribute content between text, video and visuals; and where you should direct the visitor from that page.

The next step is to publish the actual content in individual pages. If you expect to have sufficient traffic from mobile devices and tablets, you should right away consider a responsive layout. Trying to Make those accommodations in the future can become unnecessarily laborious. You should also consider laying out content in a fashion which makes future additions easier.

4) Fine Tuning The Theme

I use the term ‘theme’ not in terms of design but in terms of the take away idea for a visitor in the context of your product. Simply put, it is the idea or theme that sticks with a visitor after a few minutes of browsing your site.

Mixpanel is a company that has done a very convincing job of selling its theme – the theme of how you need more than Google Analytics for smarter feedback. They do it consistently and convincingly across all their feature pages.

Image

By presenting a theme, you make it easier for your visitors to understand and remember you.

The Vizury theme

I am unsure if the team at Vizury consciously decided to present a theme in its pages. But, after the first level of browsing, I could sense a clear proposition which seems to be: ‘Personalized and Industry focused solutions’.

5) Fleshing With Graphics

It is good to decide on a site-wide color palette; font types and styles while considering individual page designs. This is generally the last step in the process after which you can create the necessary HTML and CSS; test and push the site to production.

Here are some of the main page design options that Vizury considered. The third one is the winning option that found its way to the live site. I have given a few quick points below each option to show what is good or bad about each one of those.

Option 1

vizury_coverpage_final

The good

  • Neat colours and spacing

  • Clear call to action above fold

  • Components like Case studies and customer list offering sufficient social proof

The not so good

  • The stock photo format above the fold makes it look like a run-off-the-mill company

  • Though the  carousel format offers the ability to convey more, it can be distracting.

  • Unnecessarily highlighting the ‘Contact’ option in the navigation

Option 2

Vizury homepage redesign sample

The good and the not so good

This one comes across as an inferior version of option 1. Inferior, more because of the choice of colors. The colors chosen do not go with the logo or the branding very well.

Option 3

Retargeting_-_Display_ads_-_Personalization_solutions___Vizury_and_Inbox__3_267__-_nithyarajar_gmail.com_-_Gmail

The Good

  • I personally love the tiled approach the agency has brought into the design. A pleasant deviation from the templated styles that is ubiquitous today.

  • Prominent call to actions

  • Clean navigation

  • Smart use of the real estate (above the fold) to convey all important information like product and organization

With all the objective details about the design being right, I would conclude that there isn’t anything specifically bad about the design.

Note:

The winning design was implemented by an agency named Graffiti.

6)Settling On Timelines For Execution

Some of the above steps can be carried out in parallel. Once your goals are outlined and the theme decided, everything else can be carried out simultaneously if you are not resource constrained.

Here is how it panned out for Vizury

May – Decided that the website needed an overhaul.

June – Decided on content. Sent out RFPs with mockups to design agencies

July – Design of all individual pages

August – HTML development and WordPress integration

September – QA, making changes and going live

7) Assessing ROIs

This project being a redesign, you should have some historical data for reference to forecast success. Unless changes were specifically made for SEO, a redesign and a rework in content itself will not produce an increase in traffic. You have to measure success based on engagement and conversion.

Key metrics to track after a redesign

Time spent on site

Pages visited

Sign ups

Sign up to Paid

Traffic flow

Impact on metrics for Vizury

Vizury saw a good 100% jump in time spent on the site. They also saw a significant jump in traffic as they had made the necessary changes for SEO. In Vizury’s case, the goal was to educate the visitor and not sign them up. Their top performing pages are:

1) Blog 2) Products 3) Success stories 4) Company Overview

The fact that the above information heavy pages were consumed and that there has been a 100% increase in the time spent on those pages indicate phenomenal success.

Jumpcontent would like to thank Parth Mukherjee – Manager Product Marketing, Vizury for sharing critical data and information that made this article possible.

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One thought on “The Complete Reference For A Website Revamp – With Case Study

  1. Pingback: November in the Vizury Newsroom | Vizury

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