Key Takeaways
- Prioritize user experience by redirecting old links to specific pages, avoiding frustration and lost revenue.
- Implement 301 redirects to maintain SEO authority and prevent lost traffic during website redesigns.
- Incorporate empathy into website design by considering users’ needs and creating a user-friendly and enjoyable experience.
Picture this: you’re browsing the web, eagerly clicking on a link to an article you’ve been dying to read. But instead of landing on the page you expected, you’re greeted with a blank stare—a 404 error page. Frustrating, right? That’s exactly what happened to loyal readers of IHT.com when The New York Times shut it down and redirected its links to generic landing pages.
1. The Pitfall: Broken User Experience and Lost Revenue
The New York Times’s blunder serves as a cautionary tale for businesses embarking on website redesigns. By failing to redirect old IHT.com links to specific pages on the new NYTimes.com site, they created a major inconvenience for their users. Visitors clicking on old IHT.com links were left stranded on irrelevant landing pages, wasting their time and leaving them feeling frustrated. This not only compromised user experience but also cost the company dearly in lost revenue. According to SimilarWeb, IHT.com received an average of 1.2 million monthly visits before its closure. Assuming a conservative click-through rate of 1%, The New York Times could be losing over $100,000 monthly in potential traffic value.
2. The Solution: 301 Redirects to the Rescue
To avoid the pitfalls experienced by The New York Times, businesses should implement 301 redirects when shutting down or moving pages. 301 redirects are like digital signposts that forward visitors and search engines from old URLs to new URLs. This ensures that users land on the correct page and that search engines transfer the SEO authority of the old URLs to the new ones. By implementing 301 redirects, The New York Times could have saved significant money and preserved the SEO value of IHT.com’s inbound links.
3. Key Takeaways for a Successful Website Redesign
To ensure a smooth and successful website redesign, keep these key takeaways in mind:
- Prioritize user experience by redirecting old links to specific pages.
- Avoid generic landing pages that frustrate users and harm revenue.
- Implement 301 redirects to maintain SEO authority and prevent lost traffic.
Bonus: The Power of Empathy in Website Design
Beyond technical considerations, website redesign also requires a touch of empathy. Put yourself in your users’ shoes and think about what they want and need from your site. By designing with empathy, you can create a website that is not only functional but also enjoyable to use. As Steve Jobs famously said, “The only way to do great work is to love what you do.”
Conclusion
Website redesign is a crucial undertaking that requires careful planning and execution. By learning from the mistakes of others, such as The New York Times’s IHT.com blunder, businesses can avoid pitfalls and create websites that are both user-friendly and revenue-generating. Remember, a successful website redesign is not just about aesthetics; it’s about putting your users first and providing them with the best possible experience.
Frequently Asked Questions:
1. What is a 301 redirect?
A 301 redirect is a permanent redirect that forwards visitors and search engines from an old URL to a new URL.
2. Why are 301 redirects important for website redesigns?
301 redirects help maintain user experience, preserve SEO authority, and prevent lost traffic during website redesigns.
3. How do I implement 301 redirects?
301 redirects can be implemented through your website’s server configuration or using plugins and tools.
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