Identifying if the Website Became Outdated and Analyzing the Methods of Updating It

Today we will analyze the characteristics of outdated websites, as well as provide recommendations for their elimination. First, let us list the consequences of technical obsolescence of a web resource.

1. Reduction of the rating of website in search results.
2. Deterioration in conversion performance.
3. Failure rate increase.
4. Sales reduction.

In addition, it is important to realize that a website with irrelevant technical parameters would reduce the trust of both search engines and the user audience. The bottom line is that the obsolescence of the website primarily indicates its abandonment, as well as the lack of control in the context of filling its pages. It is obvious that such a website cannot even count on appearing in top ten.

When do web resources need to be updated?

1. The website has no layout for mobile devices

Today, more than 50% of search requests are made via portable devices. If you ignore the importance of mobile adaptability, you lose at least half of the potential buyers. As a result, we can talk about a pronounced negative impact on the promotion of services or goods and the clear reason is the website becoming out of date.

What should be done:

• conduct a comprehensive audit of the layout for all sections on your website;
• implement a comprehensive layout for all components of the website in order to improve the quality of its use on a small screen devices (important: partial reduction of the web document dimensions to ensure viewing of its content from the phone is no longer an actual SEO practice);
• go to the website from a mobile device and independently assess the correctness of the content display and practicality/ability to move through all its sections (we also recommend using special web services to analyze the indicators of adaptability and cross-browser platform).

2. Low website loading speed

Traffic to the website will plummet due to the slow loading speed. Today, users will not wait 10-15 seconds, watching the slow loading of the content. If this parameter exceeds the 5 seconds mark, you will lose at least 50% of the target audience.

Algorithm of actions:

• open each page of your resource, determine the loading speed for text content with images and videos (if the content opens slowly, be sure to optimize the display speed);
• use the Google PageSpeed Insights tool (with it you can get tips on updating/removing items that slow down the download process);
• reduce the size of files before publishing them on the website;
• upload graphic content in JPEG format;
• use the option to compress information in the HTTP Protocol;
• use the Internet browser cache.

3. Complex navigation structure and low quality usability

What could be worse than a randomly generated menu that slows down and complicates the process of moving through the sections for your customers? Your visitors start to get confused in the pages, and not getting to the desired product or service.

A situation when there is no linking between articles or products related to one information segment is also worth mentioning. The lack of linking reduces the conversion of your website.

And, of course, we couldn't help but mention the big hateful pop-ups blocking access to the main content of the pages.

What you can do:

• structure information and categorize content;
• ask friends or members of the focus group to find some data on the website (in this case, focus on the time spent, the degree of search convenience and the purpose of the desired information; at the end of the study, make the necessary adjustments in the context of updating the navigation);
• take advantage of the heat maps resources in the framework of tracking the behavioral activities of visitors (note the frequency of use of search within the website, the content that users liked/disliked, their interaction with the existing list of categories and submenus, the number of transitions to other websites in order to obtain additional information).

4. Outdated design

Visual style plays a major role in the overall perception of the website. Therefore, it is very important to follow a few rules that will help your website look better.

• avoid too bright (eye-cutting) colors, because no one will linger on such a website for a long time;
• do not use hard-to-read fonts, or a great number of different fonts;
• do not use many different font sizes;
• try not to post unnecessary animated images;
• avoid using a lot of animations and visual effects;
• do not allow a diverse presentation of brand solutions.

Entrust the maintenance of your website to professionals!