Our Redesign

There are a lot of reasons to redesign a web site. And for us it was simply time. While the original site design was launched only four months ago - I had spent 75% of my design efforts creating the back end of VAdA.

The stuff you don’t see unless you’re a customer or partner, like our Customer Portal and checkout process. I’m not saying the front-end was an after thought, but like a squeaky wheel, the more complex back end interface needed more oil. So I was never completely comfortable with the forward-face, not just the look, but the messaging and conversion strategy. That’s why before I tore it down and started over - I spent the last four months testing.

Using CrazyEgg I ran heat map testing that tracks where users are clicking most. CrazyEgg’s confetti feature even allows me to color code the clicks to see where people are clicking based on their referring link. Their visual representations allowed me to easily see where my design needed the most help and where it was working. I learned my portfolio page was getting a lot of clicks but no time on page. I learned most people rarely clicked on pricing but were very interested in how we worked. I used a lot of this data to help me design VAdA 2.0 - and I hope you all like it.

I can tell you within minutes of going live I had a lot of positive feedback and several leads. So when you’re thinking of tearing your old site down start with solid testing and take a long enough breath so that you’re sure you’re doing it all for the right reasons. More to come.