I have been working on producing a completely new redesign of our website for more months than I care to remember. As you can imagine with any large company website there have been many, many stakeholders, many, many opinions, many, many conflicts. Design-wise we have certainly utilised our CRO testing learning and thankfully applied those findings to our spanky new website. I have personally had to park my day to day mvt and split testing in this time to concentrate on delivering this site! Shiney and new to the public. And to be honest it's been a great experience. This is the second time I've worked on such a large redesign project, the first time around as a Web Developer, the second time on the Business side of things. Very exciting, 300 plus people involved, lots of £££. What's not to like? Well with all those stakeholders we've had a lot of subjective thinking feeding into content and design. Because I've adopted a more project delivery role focused on delivering this beast I have not fought the good CRO fight for two reasons as I see it. One. I have been sucked into the world of bringing something that looks aesthetically good to market which give good visual impact but perforamce-wise may prove under-performing. Two. Hitting the reset button on our website means I am suddenly offered many new CRO testing opportunities. I can look to retest every redesigned experience. I can revisit the established learning and try new concepts, I can overturn that recently reinvigorated subjective thinking. Plus with the majority of all redesigns you lose certain features and aspects of design that have proved positive for conversion uplift. So suddenly I get a fresh field of opportunity to prove the case for MVT, AB testing and CRO (again). All hail periodic website redesign! Happy testing : ) long live optimisation.
