Why CRO is What Every Redesigned Website Needs

Congratulations on the launch of your redesigned website!

Take a moment to celebrate — then start thinking about Conversion Rate Optimization (CRO).

We’re not trying to rain on your parade, but we both know how much you invested in that website redesign (i.e. a lot). As is the case with any investment, you’re expecting a certain return. Whether you are looking to drive purchases on your ecommerce site or generate leads for your business, CRO is one of the most effective tools for measuring (and improving) the effectiveness of a website in converting visitors into customers or achieving other desired actions.

The benefits to your bottom line are clear. As for why it should be the first step after the launch of a redesign, we can think of three good reasons.

1. Take Advantage of Opportunities for Optimization

By leveraging CRO after a website redesign, you can ensure that your investment in the new design is producing the ROI you need. Continuous optimization allows you to identify and address potential bottlenecks, user pain points, and opportunities for enhancement that may not have been immediately apparent during the initial redesign phase.

Through rigorous testing and experimentation, a CRO strategist can iteratively refine the user experience, streamline conversion funnels, and ultimately drive higher conversion rates. Embracing CRO as an ongoing process is essential for continuously adapting to evolving user preferences, technological advancements, and market dynamics, ensuring that the website remains relevant, engaging, and optimized for maximum performance.

2. Understand the Impact of the Redesign

Typically, you don’t embark on a website redesign to make a few small changes. Dramatic changes to the design of your website can significantly impact user experience, navigation patterns, and overall familiarity with the platform. These large-scale updates, while aimed at enhancing the website's overall performance, can inadvertently introduce potential challenges and unintended consequences. Monitoring the website through a CRO lens immediately after the redesign launch can prove invaluable in mitigating these potential hurdles.

You can closely observe user behavior, identify areas of friction or confusion stemming from the redesign, and swiftly address them. CRO tools, such as heat mapping, user testing, and A/B testing, provide valuable insights into how users interact with the new design, allowing for data-driven optimizations to streamline the experience. This proactive approach minimizes the impact of unfamiliar elements, creating a smoother path to conversion for end users.

3. Don’t Get Lost in the Ever-Changing Digital Landscape

Change is the only constant in the digital age. Failing to adapt can quickly render a redesigned website ineffective or obsolete. Leaning into CRO after a website redesign can ensure you are accounting for changes in web technologies, user behavior patterns, and industry best practices.

User preferences and expectations can shift from one day to the next, influenced by emerging trends, technological advancements, and changing demographics. What may have been considered a cutting-edge design or feature yesterday could become outdated tomorrow. The same can be said for web design and development best practices. They evolve at an unpredictable pace, driven by advancements in user experience research, accessibility standards, and performance optimization techniques.

In an ever-changing digital landscape, complacency can be fatal. Incorporating CRO into your post-redesign strategy enables you to adapt swiftly, iterate efficiently, and ensure that your website remains relevant and engaging to your target audience.

CRO is a Website Redesign’s Best Friend

A redesign is about breathing new life into your website by updating the look and feel, functionality, and user experience. But it’s only a foundation. CRO is the driving force behind sustained improvement and optimization, ensuring the redesigned website remains adaptable in the face of evolving user needs, technological advancements, and industry best practices.

Most importantly, CRO is about safeguarding the resources you’ve invested into your website redesign. As your digital storefront, your website needs to deliver the right experience so that the traffic driven by your SEO and paid media strategies isn’t going to waste.

Let’s chat and make sure your redesigned website is set up for sustained success.