A redesign is worth it when the current site is losing business it should be winning. It is not worth it when the site simply looks dated to the people who see it every day. Telling the two apart is the whole question.
Three signs it will pay back
First, you have traffic that isn't converting: people arrive, and the enquiries don't follow. Second, the site cannot do something the business now needs, such as taking bookings, showing stock or loading quickly on a phone. Third, you are about to spend on ads, and the page the ads land on is the weakest link.
How to measure it afterwards
Decide the number before the build: enquiries per month, booking rate, cost per lead from ads. Record it for a few weeks on the old site. Launch, leave the tracking alone, and compare the same number over the same length of time. If it moved, the redesign paid; if it didn't, the problem was never the design, and you have learned that cheaply.
Written by Crestix Studio
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