Web design is not a static field. Standards, expectations, and trends change, prompting businesses to rejuvenate their websites to appeal more to the modern customer. Launching a website redesign can improve the user experience, increase traffic, and make a stronger impression on visitors.
But not all changes go according to plan. Redesign launches may occasionally result in significant drops in traffic caused by a multitude of factors. Why does this drop happen, and what can you do to recover from one and restore your previous search engine optimization (SEO) ranking?
We’ve dealt with panicking businesses when their traffic nosedives after a site revamp. The truth is that drops like this aren’t uncommon, and fixing them is a regular part of website maintenance.
The circumstances of a fall in traffic are not always clear. There are thankfully online tools like Google Analytics and Google Search Console that can track site metrics both before and after a new design goes live.
1. Track Statistics
You can gain valuable insights by comparing the following metrics:
- Total number of clicks
- Keyword rankings
- Clickthrough rates (CTRs)
- Past URLs
These help determine the scope and timing of the drop. Was the decline steady or sudden? Did you lose organic traffic or non-organic traffic? If the answer is the former, the redesign may be at fault.
2. Page-by-Page Analysis
Many statistic trackers let you see the metrics of individual pages on your site. Check these landing pages and see if they performed worse or better after the redesign. One rule of thumb is that every landing page must have valuable content. Anything devoid of useful information will just encourage visitors to click off.
Check For Common Issues
Once the information is analyzed, you are ready to take action. Let’s go into some common website redesign pitfalls.