‘Why so many website relaunches fail (but shouldn’t have)’ – EConsultancy
Paul Randall says, “Website relaunches fail.
Sometimes they are big, public ‘blow up in your face’ failures like M&S a couple of years ago. Often they are just a bit of a disappointment – waves of optimism petering out when they hit the shores of reality.
But this is 2017. Surely, we have better tools than ever to unearth what it is customers want. We’ve never been better equipped to test web pages before they are rolled out. So why do brands continue to make a hash of launching a new site?
One basic reason might be the temptation to go for a big bang launch, complete with PR fanfare. Great if it works. But what if conversion rates suddenly drop through the floor?
You won’t have enough usable analytics data to identify where the problems are so you’ll either have to make changes and hope for the best, or quickly restore the old site. When you can make a series of controlled and tested incremental improvements, why take the risk of the big bang relaunch? That’s the riskiest thing you could do!”.
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