We had run split tests on different web elements in the past so we had a good idea of what does and doesn’t work in driving visitors and conversions. But overhauling the entire look was a major undertaking. We needed a clear strategy and plan before we jumped into the design process.
We considered these 4 factors in establishing a strategy:
- Determine Goal
What is the purpose of the redesign and what are the measurable outcome(s)?
- Define Brand
What is the message and unique value proposition?
- Define Buyer and Design Persona
Who is the defined target audience? How do you want them to perceive you?
- Analyze Competition
Who are the top-ranked competitors and how do we distinguish ourselves?