Comments on: Website Optimization vs. Redesign: The UFO Metaphor

By: Mineral Rights

Mineral Rights — Tue, 03 Jun 2008 22:12:49 +0000

Hilarious, I just had this exact conversion with a marketing team today. They are working on some brochures for a company, and every few months the brochures “evolve” or so I was told. As I dug into what they meant by evolving there wasn’t any clear reason why, other than something new. I explained to them the concept of testing and tracking, although this isn’t as simply as it is online, but nonetheless still a possible scenario in the off-line world if you have the right approach.

By: John McDaniel

John McDaniel — Wed, 28 May 2008 14:07:36 +0000

As Viki points out it’s imperative to consider all aspects of an internet business solution during the initial design & functionality programming phases. The truth is that often a business site is so far removed from the company objective and brand positioning as well as being built to poor programming standards that its better to scrap it & start again. If it was “done right” to begin with then tweaking and testing should be considered on-going activities for the health of a business solution. Business owners & managers have to understand that the internet is a living document and their site should be one as well.

By: Viki Nygaard

Viki Nygaard — Fri, 23 May 2008 20:45:38 +0000

Can you imagine how much money would be saved if businesses would “do it right” and design their web site with their customers first and foremost in their mind to begin with? Web design, copywriting, and search engine optimization should all be focused on the customer, but oddly enough, few companies seem to “get it.”

By: Kristen

Kristen — Mon, 12 May 2008 17:20:03 +0000

It’s important to remember that much of this issue comes down to what people call their overhauls…a “redesign,” or “optimization.” My web designer will call what we’re doing a redesign, but while she is worrying about a pleasing design, I’m worrying about usability and conversion. Therefore to me it’s optimization. But your point about annual overhauls is well-taken. They would seem entirely unnecessary if the thought and planning about the visitor experience was there in the first place.

By: Lia Kay Barrad

Lia Kay Barrad — Mon, 12 May 2008 17:15:52 +0000

Thanks for the post. As I provide marketing services to clients, when they are considering changing their site – I constantly ask them ‘Is your site bringing you clicks but not customers? If the answer is yes – then as you put it the UFO house goes away and something better replaces it. In the chase for magic keywords, sometimes we loose sight that once the humans do find you – your website has to make someone (even aliens if they have cash) want to click, buy or call. Business websites are marketing tools to get new customers and retain existing business – in my opinion it always needs to be changed and worked on. Lia Barrad