Ever go to your favorite website and see that it’s been redesigned? If there were major changes to the site’s homepage, chances are you may have initially been a little confused as to where to click. Granted, a website redesign likely means the site is more user friendly than before, however, notifying customers of changes is good practice.
According to WebContent.gov, an organization catering toward government agency websites, it is best to notify the public of changes that may affect a user’s ability to locate pertinent information.
In my opinion, a notification of a website redesign does a few things:
- Sets expectations for your customers
- Helps customers understand new features or navigation structure
- Win back customers who were turned off or confused by your old design
- Hidden marketing opportunity (reminds those how haven’t visited in a while that you are still here!)
- Keeping customers informed is just good PR practice
The Weather Channel recently sent out an email to its subscribers about an upcoming redesign launch of weather.com. This preview was also an extra opportunity to promote their brand and they will likely send out another email to announce that the redesign went live.
The Weather Channel is a great example of how to prepare customers for a website redesign.
When I clicked through the email, I was greeted by Weather Channel meteorologist Jim Cantore at the landing page. He serves as a live spokesperson on the website and directs viewers to choose one of two destinations, the Weather.com timeline (where he pokes fun at dial up and 90s-style websites) or the 2010 preview. I clicked to preview to get a sneak peek at the new website.
Cantore walked me through a host of new features, including a redesigned navigation, an ‘iWitness’ area where weather watchers can post their own pictures and more. Very well done. Not everyone has a big a budget as the weather channel to do a whole green screen type video tour. So, here are some ideas the average eCommerce to prepare customers for a website redesign:
Send a teaser email for website redesign
A few weeks before the store redesign is set to go live, send a teaser email to your mailing list with a screen shot of the new homepage as well as a bulleted list of what people can expect.
Send a launch of new website email
Announce the go-live of your new site, including a screen shot or too, plus include a coupon code. Perhaps a re-grand opening sale?!
Highlight store redesign on homepage
Use an area on the homepage to highlight some of the redesign’s most prominent features. Also, be sure to discuss any new features that may make the customer’s life easier.
Create a video tour
You may not have the resources to go as wild as the weather channel did, but using a program like Camtasia, you could certainly do a quick demo to show users who to navigate your new site or walk them through a cool new shopping feature.
Get more mileage with PR for redesign
Send a press release to industry magazines and local papers to announce the redesign.
A redesign announcement is a great idea for any type of website, eCommerce or not. Preparing your customers will set expectations. Announcing the new site will bring more traffic. And overall, a website redesign will liven up your business.
