Continuous relaunch - hype or added value?
2 min read
Continuous relaunch – within the field, more and more voices are moving away from the common practice of one big relaunch. Instead, they praise the benefits of ongoing, small optimisation steps. An overdue change of perspective, or just hype?
Continuous relaunch vs traditional relaunch
The internet is changing at breakneck speed. What was state-of-the-art yesterday is already old news today. Website operators in particular feel this regularly. A website relaunch can become a real herculean task, not just for large companies. Moreover, a relaunch, as a radical break with the existing website, always carries risks too. A new website can initially be harder to read for both existing users and search engines. Conversion and ranking losses can be the result. Despite these and other risks, a major relaunch is often necessary. Why?
A fundamental overhaul of an online portal is usually due whenever your own website no longer reflects the current state of the art. A relaunch costs a lot of time, work and nerves. Once the new website is finally online, you lean back exhausted but satisfied – only to notice shortly afterwards that the brand new portal already looks rather dated compared to other websites. In the time between costly relaunches, an innovation gap emerges that becomes ever more obvious – until it's briefly closed again with the next major relaunch.
Evolution instead of revolution
The concept of continuous relaunch is meant to break this ineffective and frustrating cycle. In English it's usually called "evolutionary site redesign". Instead of one, elaborate mammoth project, it establishes an ongoing process of many small optimisations and releases. In sum, this ensures the website always stays up to date. Rather than chasing developments, trends and changes can be actively shaped.
Continuous relaunch and joy of use
Joy of use can take centre stage in an ongoing relaunch. Consistent user-centricity makes it possible to quickly identify and fix weaknesses in an online offering. Even a single usability test often reveals a wide range of optimisation potential. These can be implemented with little effort and pay off immediately through an increase in conversion rate.
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- Marian Gertheim
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