The Top 9 Website Redesign
Nightmares to Vanquish!
Are you considering a
Beware the horrors that plague
traditional revolutionary redesigns.
Zombies move mindlessly in large
packs, drawn in by any random
noise or movement. Website
Redesign Zombies also travel in
groups, slavishly following so-called
“best practices” without ever testing
if they truly apply to their own
To help preserve their body, a
Mummy’s brains and innards are
removed. Website Redesign
Mummies are always wrapped up
in following the “the shiny new
of website redesign projects
ﬁnish and launch on time.
Given their small size and ability to
hide, Website Redesign Gremlins
are diﬃcult to spot. Even if your
conversion rate could have the
potential to be lifted, these gremlins
could be hiding in areas and
causing your overall conversion rate
The Princess doesn’t have to
actually accomplish anything. Your
website, on the other hand, does.
By using the Goals Waterfall,
Conversion Champions maintain a
direct line of site from the website’s
goals up to business goals.
HiPPO? No, not the savannah, mudrolling type of hippo. I’m talking
about the highest-paid person’s
opinion. When crucial decisions
about your website redesign aren’t
challenged or supported by data –
you’re about to be crushed by the
Website Redesign HiPPO
Once a major redesign is started,
every department will have an
opinion, and will want to control it
or get their content front and
center on the home page.
The Website Redesign Vampire is
smooth-talking and charismatic. No
only do they suck your budget, they
don’t stick around for long. They
love you and leave you until the
next redesign cycle.
of marketers are
extremely happy with their
last website redesign
The Scope Creep
The Invisible Man
There are a load of creeps lurking
around on Halloween, but the
scariest website redesign creep is
Website Redesign Scope Creep.
What starts oﬀ as a simple change
becomes more complicated as
diﬀerent people clamor for new
A full-scale website redesign can
often aﬀect web page URLs, the
underlying code, and the
distribution of content – all of which
can have a negative impact in your
hard-won SEO ranking – turning
your new site into a Website
Redesign Invisible Man!
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The Top 9 Nightmares to Vanquish
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*Source: “You Should Test That!” by Chris Goward, ISBN: 978-1118301302
**Source: WiderFunnel Blog, Introduction to Evolutionary Site Redesign
***Source: The Science of Website Redesign, Hubspot