When redesigning a website, many businesses face a common problem: the old site has cluttered data and piled-up information, making it hard for users to find key content. Simply applying a new template often just changes the surface, leaving core issues unresolved. To make the redesigned pages clearer, the key is not design skills but first organizing old site data to understand what users truly need and what content is essential.
Why Organize Old Site Data First
Old site data records actual user behavior: which pages have the highest traffic, which content has the longest dwell time, and which buttons have low click-through rates. This data tells you what users care about and what they ignore. Ignoring this information during redesign can lead to subjective "optimization" that may weaken existing strengths.
Organizing data also reveals content redundancy and structural issues. For example, a service page might mix product introductions with news updates, making it hard for users to find contact information. By analyzing bounce rates and click heatmaps, you can determine which modules need merging or removal.
Steps to Organize Old Site Data
1. Collect Multi-Dimensional Data
Beyond basic page views and bounce rates, consider these dimensions:
- User search terms: Keywords from internal searches reflect real user needs.
- Click heatmaps: See where users actually click to identify ignored areas.
- Page scroll depth: Check if users view the entire page to adjust information layout.
- Form submission rates: Evaluate contact form submissions to determine if entry points are reasonable.
2. Prioritize Content by Importance
Classify page elements into three categories:
- Core content: Information users care about most, such as product advantages, service processes, and contact details.
- Supporting content: Content that aids understanding or builds trust, like case studies, certifications, and FAQs.
- Redundant content: Outdated news, lengthy descriptions, and repeated expressions.
During redesign, prioritize core content, de-emphasize supporting content through collapsible sections or sidebars, and remove useless information.
3. Streamline Information Hierarchy
Based on data, decide the visual hierarchy of pages. For example, place high-click-rate buttons above the fold, and move low-readership detailed explanations to the second fold or pop-ups. Ensure each page's main title, subheadings, and CTA buttons are clearly distinguishable.
Design Principles for Clearer Page Focus
After data organization, apply these principles in redesign:
- At a glance: Display the most needed information above the fold, avoiding excessive navigation and ad distractions.
- Reduce choices: Set one primary action per page, like "Contact Now" or "View Products," to prevent user hesitation.
- Visual guidance: Use different font sizes, colors, and whitespace to differentiate information hierarchy, with important content in larger fonts or highlights.
- Content usability: Keep text concise, paragraphs clear, and present key data in lists or tables for better readability.
Common Mistakes to Avoid
Note: Don't sacrifice functionality for aesthetics. Some redesigns overemphasize flat design, making buttons less visible and links hard to identify. Also, don't treat data display as the goal—data guides decisions, not dictates them.
Conclusion
Website redesign is not just a facelift; it's an opportunity to reorganize content and enhance user experience. By organizing old site data, you can see what content is truly useful and what is clutter. Replanning page focus based on this insight ensures the redesigned site truly serves users and improves conversion. It's recommended to conduct data analysis before redesign and leave room for testing and adjustments.
