What actually loses traffic in a redesign
In our experience it is rarely the design. It is one of these five:
- URLs change and nothing redirects the old ones
- Pages that were earning traffic are dropped because nobody checked which they were
- Copy is cut to suit the new layout, and the detail that ranked goes with it
- The new site is heavier and slower than the old one, particularly on a phone
- Forms, tracking and booking links are not tested before launch