For a SaaS businesses, a web app is essential for users to interact with the product. However, if the web app is not up to scratch, it could jeopardize the entire engagement with the product. So if your web app is looking a little dated, or its functionality, design, or user experience are impacting your business, it might be time to redesign.
And it makes sense why.
Considering that our average attention spans were down to 8 seconds from 12 seconds in 2000, it appears that you would be able to even hold the attention of a goldfish for one whole second longer!
In UI/UX, the term ‘user-friendly’ can take on various dimensions, such as the need for fluidity, i.e., the capability to evolve as per the changing needs of your business and target users, agility, and a host of other factors.
In some instances, a web app redesign will help you incorporate UI/UX that is more usable, relevant, and delights your customers. But, on the other hand, a redesign of a web app may not be the solution you need to drive up traffic and user engagement.
What does redesign of a web app mean?
A redesign can mean anything from a complete makeover to just a few tweaks here and there. The process of redesigning a web app will vary depending on the resources at your disposal, objectives, target users, etc.. Still, the overall aim should be to make the web app more user-friendly and in line with current trends.
Carrying out your web app redesign also allows you to enhance your web app security and improve your app’s cyber security framework to minimize the risk of hacking.
A web app redesign will help you position your brand and reflect its values effectively and make it mobile-friendly to improve your search engine rankings.
This article flags the top ten signs to redesign a web app and reconnect with your online users in a meaningful way:
1. Your web app does not reflect your business mission, marketing goals, and content strategy
Whether your app’s purpose is direct sales or a product information resource for users, it’s essential to define your online objectives clearly. In addition, web app design, functionality, and aesthetics differ from one platform to another and will need to be developed accordingly to enhance user engagement and fetch you that ROI.
If revenues through your platform aren’t picking up, your Google ranking isn’t good, or your latest marketing offers and value propositions aren’t clearly viewed, it indicates the need for a web app redesign. While incorporating new offerings, you may need to insert new pages and enhance the existing ones, especially the landing pages.
Similarly, if there’s been a shift in your marketing goals or your overall mission, your web presence should depict it so that users on your app can establish how you can address their requirements.
2. Your website is visually outdated, while your competitors sport an impressive design
First impressions are lasting impressions. A dull, outdated web app architecture signals that you are not in tune with the times and trends or don’t care enough. A visitor to your app will not feel motivated to continue engaging if it lacks visual appeal.
Outdated design philosophies may confuse visitors. As a result, they may leave your site and move on to the next best option – your competitor.
Aim to update your web app in the same way retailers update their store displays to showcase the top trending styles. If your web app has complicated menus, has a cluttered look, or needs a flash player, it’s your cue to redesign it.
Heatmapping offers visual representation and is a great way to learn how users interact on your site and where they interact. It provides feedback on the efficiency of your visuals, content, calls-to-action, and overall UX.
Keep an eye on the competition
If your competitors have upgraded to a more attractive app, it may divert your traffic to them – another signal you need to revamp too! While implementing the changes, don’t follow suit blindly. Instead, understand how they have enhanced critical touchpoints. Finally, deliver as per the commitments you have promised your users.
3. A complex interface and text-heavy app
SaaS apps perform a wide range of functions, making them quite complex, thus obstructing smooth user engagement. In addition, products tend to become highly complex as new features are introduced, cluttering the interface.
For example, when Uber launched new service offerings, the screen appeared too small to showcase all the options, resulting in users often selecting the wrong product. Redesigning the app to streamline the process by first asking clients for their destination and then only showcasing the other pop-ups led to a more straightforward and effective UX.
Likewise, text-heavy web apps are a lost cause in the visual world we are now accustomed to. They are a clear call for your web app redesign. An imbalance where words are more than images, icons, or graphics can be overwhelming. And your message can get lost or diluted in the rich text.
4. Negative Customer Feedback and Reviews
A quick scan of your customer reviews and feedback will show what your web app users criticize the most. Consistent low app ratings, negative customer reviews, and negative feedback to your customer relations team should be considered among the tallest signs that your app needs a desperate UI/UX makeover.
Incorporating user feedback constructively by understanding what elements or features of your app need improvements can help you redesign your app to offer users a solution to their needs.
5. Complex navigation
Pages containing details about your company(About Us), its products or services, customer support, and contact details are critical. If not easily located on your web app, they are a shout-out for a redesign.
Given the limited attention span you are up against (8 seconds), your users will leave your app if they cannot find the requisite information or feature. They might even churn if the steps to perform a task on your app are too many.
Similarly, Google relies on the structure and information of specific pages to ascertain their fit in the overall website. If Google experiences difficulty crawling your complex web app, it also affects how it shows up in search queries.
6. High bounce rates and low conversions
A bounce occurs when your user visits your web app and leaves it after visiting just one page. It implies that they have not sufficiently explored your product offerings. On the other hand, a conversion is when your users act desirably on your app.
For your SaaS website, a user making a purchase, requesting a demo, signing up for a newsletter, and sharing your page on social media are examples of conversions. If the bounce rates are high and conversions are not as per your expectations, they affect your business, and it’s one of the signs of redesigning your web app.
Heatmapping (described above) is an effective way to understand how you can get your user to spend time on your app more engagingly and become a customer.
7. Your web app takes longer to load
With users’ reduced attention spans, nothing can be more detrimental to an app’s success than a slow-loading page. Unfortunately, there are no takers for slow web apps. Users won’t wait just because you promise superior design elements or engaging content to compensate for low speeds.
Good load speeds lead to high rankings on search engines which consequently help potential clients find your business online, boost traffic to your site and drive your revenue growth.
Redesigning your web app could address the possible causes of slow load time, ranging from a poorly built website to overstressed infrastructure in the back end of your web page.
8. Does not adapt easily to users’ needs
Every developer wants that their web app becomes a runaway hit. Remember Angry Birds – one of the most successful apps on any platform? One of the biggest reasons for its success – other than being a fun game – was the regular launch of seamless updates to keep customers engaged and satisfied.
Web apps must maximize customer value by regularly launching new features. It is important to fix bugs quickly, and manage security issues efficiently while streamlining how they function with each update.
Redesigning your web app is a strategic move that you’ll undertake to grow your digital platform. There could be one or more factors from our list that tell you it’s time to redesign.
When you redesign your web app, ensure that you balance your site’s user experience, functionality, and aesthetics.
Audit your app to answer specific questions. For example:
- What are the website’s strengths?
- Which new opportunities can be leveraged?
- How can the UI/UX be enhanced to provide customers with a relevant solution?
- What are the overall customer response and feedback?
Answer to these can help you inch closer to creating a web app that facilitates your long-term platform growth!