I was reading Seth Godin's blog post a few days ago about "the magic of low-hanging fruit" and was reminded of the power of fixing low-hanging fruit when redesigning your web site.
You see, when we perform web site assessments, the first thing we look for is low-hanging fruit. Often, fixing these small, easily identifiable issues requires little effort and produces a big return.
If you think your web site is fully-optimized, think again. I've yet to work on a site that doesn't have some small issues that can be easily fixed. Understandably, some companies are reluctant to make changes. I'm currently working with a client whose site won some major awards in the early 2000's ("back in the day"). They conducted rudimentary usability research and had a great site, but they haven't changed anything but content since.
Now, years later, they've hired me to do a web site assessment. They are understandably reluctant to totally overhaul their once award-winning web site. In addition to needing some design updates, this site could benefit from fixing some low-hanging fruit to significantly improve their bottom line.
The most dramatic example I have of fixing low-hanging fruit is an e-commerce client I had about 2 years ago. The product images on his product pages were so large that they took up a normal customer's entire screen. By shrinking the image and moving all pricing information near his add-to-cart button -- all of which took 2 hours to change -- site revenue improved over 60%.
I encourage you to contact us -- we can identify what changes should be made to your site.