We just finished redesigning our SoftwarePromotions website. It was a complete redesign, and involved a massive investment in time, cash and stress. But I think it paid off.
We began our redesign process by first of all identifying what we felt were the most important pages on our website. The pages that we considered vital to our business.
The next step was taking a look at existing log data, to see which pages visitors were going to, where they were spending time, and where they were leaving too quickly.
Then we started to think through our navigation system.
I’ve spoken to a number of people about how they designed their websites, and the results surprised me.
For most companies, the process begins with a designer submitting a few draft proposals. Someone chooses the look they like the most, makes a few suggestions, and after a few months of back and forth, the job is done.
Some companies simply go for a new look to an existing structure. Some opt for a complete new look, based on the whims of their designers. A few list some ideas for the design team before they start the work.
Yet no-one I have ever spoken to begins the process by looking at existing data, nor prioritises their important pages before the design begins.
If you imagine buying a home with the intention of spending a lot of money on improving it, you’re almost certain to compare it with your existing home and other people’s designs.
Yet if you’d lived in the home for a number of years, you’ll have some useful experience, and will know exactly what you want to change. You’ll know that the kitchen didn’t have enough storage place, that the main room was a little too large and that one of the bedrooms was dark in the morning. So you would apply your knowledge to create your ideal home.
If your house is a website that is responsible for your income, you have to make accurate and informed decisions.
Web Log Analysis is a vital component of running an online business, and should be factored into website design, new content, publicity, marketing, expansion and even deciding where to focus your efforts.
If you don’t yet have a Web Analytics system in place today, I strongly recommend that you make time today or this week to select, implement and start working with a solution. If you do have a Web Analytics system in place, but aren’t using it, then I recommend you reassess your priorities as a matter of urgency.
Perhaps you already know the story of the woodcutter who was so busy sawing wood that he didn’t have time to sharpen his saw. If not, you get the idea.
Make the time. You are sitting on a great source of vital information.
