PORTLAND, Ore. September 23, 2016 — In a new article published on the UserTesting Blog, Jon MacDonald, President of The Good, argues that a site redesign should be a company’s last resort.
The article suggests that complete redesigns often demolish the learnings and insights that a company has accumulated up to that point. It goes on to suggest that regular review of analytics, conducting AB and multivariate testing, and regular UserTesting are much more effective at producing an effective high-converting site.
Jon says: “Design and technology may be the pillars of a highly-performing site, but the true foundation is a process to constantly improve the user experience with both the way your site looks and the way it works.” and concludes: “Don’t rely on the blind faith of an expensive redesign to magically deliver revenues. Use small data-driven design and user experience changes to arrive at an optimized site that delivers what customers want and contributes to your bottom line.”
Read Why a site redesign should be the last resort from the User Testing Blog.