Many companies have launched new websites and watched their conversion rate drop. Six months or more of time, money, effort, countless meetings and conference calls, all down the drain as the “old site” gets restored.

It’s a nightmare too many companies have been through. But, it didn’t have to be that way.

Evolutionary Web Design

These companies could’ve used “evolutionary web design”. The term, first coined by Chris Goward, refers to testing elements of a website and rolling the changes out over a series of experiments and time.

To punctuate the effectiveness of this strategy, Goward asks, “When was the last time you saw Amazon redesign their website?”

By using data from conversion rate tests, the design of the website can be informed by data rather than “what looks good” or “best practices or “feels right”. The good news for anyone contemplating a website redesign is that it has never been easier and less expensive to carry out conversion rate tests.

One of the best platforms for conversion rate testing is Optimizely. For what you pay for and what you get, I don’t think any other solution comes close to what Optimizely offers.

Don’t believe me? Take a look at their pricing and what they offer.

It takes very little technical knowledge to set up Optimizely on your site. Start split testing elements you feel would be helpful for your new site before you take a site wide approach to your redesign.

The knowledge that you learn from what appeals to your website visitors and just as importantly what DOES NOT RESONATE with them will help you make not just data driven web design decisions but also smart marketing decisions as well.

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