I'm a lead UX designer at a small company and have been working on a website redesign for our product (we sell hardware in a niche b2b business). The website is obviously much better than the previous one but i would like to take the approach of being data driven to prove that what we have done is better (qualitative and quantitatively). How do I do that? I've done in depth user testing on the previous website and gathered information on the problems we had, but I had LOTS of things from different users, we are not doing A/B but evaluating multiple things at the same time (new visual language, new colors,, new layout, better use of design principles, better content, etc) We only have one conversion point (request quote), I know that we will probably boost the conversion on that point, but I would like to prove other things beyond that conversion. I'm undecided between going to a simple "funnel" approach such as understanding of the product (biggest challenged we had) , interest and intent to send a quote. Another approach would be analyzing in details each point (emotional design, type of content, language of content, colors, layout, understanding of content, how likely the person would make a quote) and show both the old and the new one to the same people.
Here are a few factors I would look at:
- Mobile Friendly
- Page Load Speed Testing
- Competitor Analysis
- Typical Industry Conversion Rates
A few other things to look at I would recommend would be:
- Look at insights/data from companies that do a lot of testing with different designs and conversion rates. Sources such as Unbounce and Neil Patel - https://blog.kissmetrics.com/color-psychology/ - are good.
- Check out A/B testing software as you could perhaps start running tests on different things to get support for the need for a redesign.
Also, don't forget to look at SEO factors. I hope this help. Feel free to give me a call if you'd like to discuss in greater detail.
I would definitely take the simple approach, if you can prove them that you new concept (design, features, fonts, colors, etc... ) gets them more business, they won't care about anything else.
What normally stands between a redesign and a previous one is the business owner ego. I mean they want the color they like, the font they like, the pictures they like and the millions of useless menus they think they need...
But if you make them understand it is not about them, but their clients and ultimately this new concept brings them new clients you'll win the battle easily.
I hope you find this insight useful, if so upvote my comment and share if you think someone else might benefit.
let me know if I can be of further assistance.