A B2B Website Redesign Strategy That Learns Over Time
With the right tools and a healthy flow of data, tracking customer behaviors on your website means you can paint a clear picture of who your customers are, what problems they’re looking to solve, and their stage in the buyer’s journey.
Year after year, your competitors are sharpening their skills and getting closer to your customers. Your website redesign strategy might help set you apart, but do you change everything at once or make small changes over time?
Your web development, web design, and digital marketing teams need to work together, now more than ever, to make sure your website pulls its weight.
Start by collecting first-party data, testing everything with A/B tests, and adapting your website with your learnings from those experiments by redesigning in constant cycles.
Start Collecting First-Party Data Today
Tracking customer behavior on your website is nothing new, but pretty soon, it will change. Third-Party cookies are disappearing, so first-party data will soon become standard. Use tools like Google Analytics 4, the future of data collection on your website, and tie it into a CRM like HubSpot to track leads from website visitors to customers.
With those tools, and a healthy flow of data, tracking customer behaviors on your website means you can paint a clear picture of who your customers are, what problems they’re looking to solve, and their stage in the buyer’s journey.
Use A/B Testing to Work Smarter, Not Harder
As Google rolls out update after update, keeping pace with your website changes gets harder and harder, if not impossible. The search engine optimization strategies you’re used to are no longer as effective. Instead, SEOs are starting to take a page from the conversion rate optimization experts, using A/B testing to test how changes impact organic search traffic before applying those changes to the entire website.
Connecting your CRM with platforms like WordPress means your website can start presenting content dynamically. Plugins like If/So let you display different content to different people. Paired with an A/B testing tool like Google Optimize, your website can now be a living, breathing design.
- SEO: Test sections of your website at once to keep your experiments organized.
- CRO: Set clear intentions of what makes an event a successful conversion.
- Lead Gen: Make it easy; offer multiple signup points for visitors to become leads.
Build Out Your Digital Experience in Cycles
Now that you have a website redesign strategy that keeps learning, and content that is changing based on the person visiting your website, do you ever need to think about your website design as a whole? Well, of course. Without a website redesign roadmap, those changes might make a mess of your website. The last thing you want is a website turned Frankenstein.
Plan to redesign your website every year or smaller branding shifts every quarter. Some web developers use version control to map out the changes and apply updates to production. We’ve been redesigning our own site systematically over the past twenty years, and we’re excited to announce the release of version eight of our website. Now it’s time to start planning for version nine.
Keep Your Website Redesign Strategy Sharp and Effective
With the extinction of third-party cookies in the next couple of years, first-party data and a website that learns as it improves is becoming more important than ever.
Using the right tools, your teams can keep improving every quarter, rather than getting stuck on the “good enough plateau.” Adapt your website with these tactics and start converting more website visitors into customers.
Ready to leverage web technology to increase leads and conversions? Start a project with 3 Media Web today.