How does a website redesign affect conversions over the long-term? This home health care and assisted living service in Hawaii got immediate results – that lasted.
We sometimes get prospective clients at Marketing 360® who wonder if redesigning an old website is worth it.
An established home care and assisted living service came to us in late 2015 with a site that was dated and not ready for mobile technology. Here’s what it looked like:
Functional, but hardly stellar. But the real drag on results was that it could not be navigated using mobile devices. Their conversion rates were low and decreasing as mobile traffic became more common.
So we updated the site on UXI®:
You might give this a glance and think sure, the new site looks better, but does it really make that much difference?
Here’s the data showing when the new site went live:
That’s a steep increase in conversions with the new website design. Here are the details (click to enlarge):
Note some amazing results here:
- Conversions increased 565.7%.
- Website visits went down 34.27% (because the ads were more targeted through TPA).
- Cost per conversion went down 66.66%.
As is usually the case, their organic rankings initially went down slightly on the new platform. This is a common occurrence we mitigate with 301 redirects (a technical process that tells Google content has moved to a different URL). But that small hit was worth the long-term results.
About half of their conversions are click to calls coming on mobile devices, so it was essential that they move their site to a mobile responsive platform.
An outdated website will drag conversions down. Considering that you can get a free website design when you market with Marketing 360®, it’s not hard to see the value in this offer.