Website Optimization: Justin Rondeau on Kissmetrics

TL;DR

Justin Rondeau critiques Kissmetrics' website redesign, favoring the older version.

Transcript

looking forward hello everyone and welcome to another edition of website redesign reviews I am the director of optimization at digital marketer Justin Rondo and today we are going to be looking at kissmetrics's home page redesign that was actually just done recently and as I do with all of my redesigns we're going to look at five key factors that b... Read More

Key Insights

• The redesign of Kissmetrics' homepage involved changes in clarity, readability, and appearance, with mixed results.
• The original page was favored for its clarity, as the new design introduced confusing elements like unclear testimonials.
• The readability of the new design suffered due to poor color choices, such as white text on a light blue background.
• The appearance of the new design was criticized for its messy hero shot and unclear diagram related to behavior analytics.
• The on-site experience was deemed better in the original version, offering more comprehensive information about the products.
• Navigation remained unchanged between the two versions, making it a non-factor in the redesign evaluation.
• The redesign failed to resolve the confusion between 'Try Kissmetrics' and 'Request a Demo' calls to action.
• Recommendations for improvement include focusing on product clarity, improving readability, and resolving CTA confusion.

Questions & Answers

Q: What were the main factors analyzed in the Kissmetrics redesign?

The main factors analyzed in the Kissmetrics redesign were clarity, readability, appearance, on-site experience, and navigation. Justin Rondeau evaluated these elements to determine whether the redesign improved or regressed the overall effectiveness of the website. He concluded that the original design was superior in most of these aspects.

Q: How did the redesign affect the clarity of the Kissmetrics homepage?

The redesign negatively affected the clarity of the Kissmetrics homepage. The introduction of a confusing testimonial section and unclear calls to action, such as 'Try Kissmetrics' versus 'Request a Demo,' made the new design less clear than the original. The original design was favored for its straightforward presentation and lack of such confusing elements.

Q: What readability issues were identified in the new design?

The readability issues in the new design were primarily due to poor color choices, such as using white text on a light blue background, which made it difficult to read. The original design was favored for its better readability, as it avoided these color contrast problems and maintained a more user-friendly presentation of information.

Q: How did the appearance of the new design compare to the original?

The appearance of the new design was criticized compared to the original. The new design featured a messy hero shot and an unclear diagram related to behavior analytics, which detracted from its visual appeal. The original design was seen as more cohesive and visually appealing, contributing to a better overall user experience.

Q: What was the impact of the redesign on the on-site experience?

The impact of the redesign on the on-site experience was negative, as the original version provided a more comprehensive presentation of product information. Although the new design included a video, it was not enough to compensate for the loss of detailed product descriptions and features that were present in the original, resulting in a less informative experience for users.

Q: Did the navigation change between the original and new designs?

No, the navigation did not change between the original and new designs. This consistency in navigation made it a non-factor in the evaluation of the redesign, as both versions maintained the same structure and functionality in this aspect.

Q: What recommendations were made for improving the redesign?

Recommendations for improving the redesign included focusing on enhancing product clarity, improving readability by choosing better color contrasts, and resolving the confusion between 'Try Kissmetrics' and 'Request a Demo' calls to action. Addressing these areas could help the redesign achieve a more effective and user-friendly presentation.

Q: What feedback did Justin Rondeau invite from Kissmetrics?

Justin Rondeau invited feedback from Kissmetrics regarding the redesign process and the data they used to inform their decisions. He acknowledged that his assessment was based on design principles and experience, and he was open to hearing how Kissmetrics' data might provide different insights or challenge his conclusions about the redesign's effectiveness.

Summary & Key Takeaways

• Justin Rondeau reviews Kissmetrics' homepage redesign, analyzing five key factors: clarity, readability, appearance, on-site experience, and navigation. He concludes that the original design was superior in most aspects, particularly in clarity and readability, due to the redesign's confusing elements and poor color choices.

• The new design introduced a confusing testimonial section and unclear calls to action, reducing clarity. Readability suffered from poor color contrast, while the appearance was criticized for its unclear hero shot. Despite adding a video, the on-site experience was deemed better in the original version due to more detailed product information.

• Rondeau suggests improvements for the redesign, such as enhancing product clarity, improving readability with better color contrast, and resolving the confusion between 'Try Kissmetrics' and 'Request a Demo' calls to action. He invites feedback from Kissmetrics and acknowledges the potential for data-driven insights to challenge his assessment.