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20 Minute Website Makeover – Rave

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As part of the What Not To Web event we’ve started to makeover some of the early submissions. The first one is a company called Rave that sells cell phones, plans and accessories. The original design was trying too hard and needed to be simplified. One problem we see with many sites is that they are trying to do too many things at the same time. Try keeping your users focused on doing one or two key things.

Here’s the ‘before’ design:

Before

After 20-minutes,and a few much needed tweaks we were able to make a significant difference to the website.

  1. Users expect to find their profile or shopping cart information in the top right hand corner. Keeping the commonly used elements in the place where users will find them reduces anxiety.
  2. Add a search bar helps your audience find the things they need quickly. This doesn’t mean you can be lazy about the rest of the sites design. It’s important that the products and services that you are selling are easy to find even when search is not available.
  3. We didn’t need to change the navigation much but we brought the design in line with the simplified and more elegant aesthetic of the new design.
  4. Creating a strong call to action on the extreme right of the page is essential to all sites that solicit an action from their audience. Using the large red font we are immediately giving action related instructions to the user. Research suggests that the more specific the instructions the higher your conversion rates.
  5. We’ve chosen to create a functional call to action that helps the user sort through the options available to them before they even need to leave the home page.
  6. Using a rotating set of images on the home page we can advertise a few different products or offers without having to clutter up the premium real estate.
  7. We’ve selected to create a secondary set of product offers under the main image area. These are offers that we believe the company should highlight for promotional reasons. Bringing the high value offers to the front with simple content and calls to action helps sell these items better.
  8. Creating credibility with the use of the carriers logos and matching that with the overall look and feel of the site makes this design feel more professional.
After

Author Richard Banfield

As CEO, Richard leads Fresh Tilled Soil’s strategic vision. He’s a mentor at TechStars and BluePrintHealth, an advisor and lecturer at the Boston Startup School, and serves on the executive committees of TEDxBoston, the AdClub’s Edge Conference, and Boston Regional Entrepreneurship Week.

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