Like a lot of marketers, you keep an eye on your analytics and user flows. And, you’ve probably spotted some inefficiencies in your site. So you might be itching to start a redesign project or you might even be in the middle of an overhaul. Let's do it right.
We’ve all been there: we launch a redesigned website, then suffer through weeks (if not months) of tanked rankings while the search engines try to figure everything out. Page URLs get changed and forwarded while content gets shuffled around and rewritten. The result seems to be a lull in every expected metric. But it doesn’t have to be that way.
For example, we launched a new site for KAYAK on Christmas Eve, 2015 and forced all connections to it through HTTPS. We axed two dozen pages, reduced our on-page copy, and simplified almost every aspect of the site. Yet we didn’t notice a slip or a blip in any of our metrics. Were we just lucky? Nope. We were prepared.