Your website is a vital asset to your business. Indeed, it represents a significant source of income. Whether you use it to sell products, sign customers up for a service or collect leads, your website is essential to growing your business.
When we realise the importance of a website in an omnichannel mix, all we want is to maximise its scope and effectiveness to sell more and collect more leads.
Many believe that resetting the counter and doing a complete website overhaul is inevitable, which is why many companies are instantly turning to a solution that provides a complete site redesign. It is entirely fair, and after all, we, as a digital business, provide the best in the class site redesign.
Obviously, in some cases, the latter will prove to be necessary. However, another approach is less well-known, allowing to improve a website’s performance in a way just as sure, but more progressive: the optimisation of the conversion rate, often referred to by the acronym CRO (Conversion Rate Optimisation).
First of all, let's make sure to discern the two approaches:
- Site redesign: Operation consisting of rebuilding the core foundations of a website to make it more agile and efficient. An overhaul usually involves a complete transformation of the code and design of the original website. This solution is particularly effective when, for technical reasons, the technology the actual website is based on no longer allows marketers to integrate their strategy due to multiple limitations (old systems, limited CMS capabilities).
- CRO: Continuous strategic approach consisting of optimising conversion rates on websites, mobile applications and marketing applications. It is very effective for websites with a clear objective that can translate into revenue. This approach is mainly based on scientific and statistical evaluations, such as UX procurement, qualitative and quantitative data and A/B tests.
To support the community of business leaders and marketing managers in choosing the approach that best suits their organisation’s specific needs, we have prepared an infographic that broadly compares site redesign versus CRO.