Why a Website Redesign Is the Best Time to Add Drift to Your Site

By Gauri Iyengar

A website redesign is no small undertaking. It takes countless hours, dozens of team members, and tons of resources to pull it off. (Trust us, we know.)

Even with the best team and strategies in place, it can still feel chaotic. So it’s not too surprising that we often hear from businesses that are in the middle of a website redesign that now isn’t the right time for Drift.

But, a website redesign is actually the perfect time to add Drift to your site. Because, if you don’t, you’re missing out on a massive opportunity to elevate your site experience, engage with your customers, and drive better results.

Read on to find out the three reasons why you should implement Drift before your new website goes live.

1. Know Who Is on Your Site

As you’re redesigning your website and updating your branding, it’s important you don’t lose sight of who it’s all for — your (future) customers.

At Drift, we always stress the importance of starting with the “who” because knowing your audience is critical to building the right experience. It allows you to curate a customer journey that speaks to specific customer needs which leads to more pipeline and revenue. In fact, the focus of our Conversation Cloud platform is to better understand our customers so we can engage everyone with the right conversation.

You want the same to be true for your website. And the best way to meet customers where they are is to know exactly who is on your site.

So, whether you’re revamping your website to explore new markets or keep up with your competition, you’ll want a solution that allows you to take a closer look at the traffic coming to your site. With Drift Audiences, you not only have a source of truth for identifying interested accounts, but you can also build specific audience segments and start engaging with them in a more personal way.

Learn how Drift uses Drift Audiences to improve the website experience.

2. Personalize the Customer Experience

Personalization is not optional. Just take it from the 66% of customers who expect companies to understand their unique needs and expectations.

Your website is your digital storefront – its purpose is to help you engage buyers and connect you with future customers. But how do you create a customized experience for each of your buyers without growing your page count tenfold?

Drift allows for real-time personalization at scale. Here’s how it works:

Start Conversations with Your Target Accounts

Once you’ve identified who is on your site and defined your target accounts, the next step is to roll out the red carpet. If you’re leveraging an account-based marketing strategy, Drift Conversational AI makes it easy to customize your website for your high-value accounts by allowing them to lead the conversation in their own words and providing relevant and personalized responses to speed up the sales cycle.

Read the story of how Tenable doubled their conversion rates with Drift.

Double Down on Paid Ad Spend

You’re probably already paying to generate traffic to your brand-new website. Wouldn’t it be great to eke out more return on that spend by offering a customized experience that nets more conversions?

A Paid Ad Converter chatbot is a simple (but effective) way to engage with those paid visitors and drive them further down the funnel — while also increasing the ROI from your marketing investments.

Check out chatbot examples to see how other Drift customers are personalizing messaging to improve ROI.

Talk to Visitors on High-Intent Pages

In the process of transforming your website, you’ve likely reviewed the performance of each page, including how many conversions (and how much revenue) each page is driving. So you’ve probably uncovered your high-intent pages — the ones that are driving conversations and converting more of your site visitors into leads and more of your leads into prospects.

With Drift, you can easily add a chatbot to high-intent pages like “contact us” and “pricing” to drive even more conversations that convert into revenue.

Check out chatbot examples to see how other Drift customers are targeting high-intent site visitors. 

3. Create a Seamless Experience

So you’ve identified who is landing on your shiny new website and you’ve set up some custom experiences for high-value accounts and high-intent pages.

Now what?

A conversation cannot be one-sided. There’s no point in driving traffic to your website if your sales team doesn’t know people are there. And there is literally no time to waste. In 2021, the demand for immediate responses grew by 64% year-over-year, with 59% of buyers expecting chatbots to respond in five seconds or less.

Drift chatbots enable you to immediately engage with site visitors, while also sending your sales team a real-time notification so they can join the conversation and book a meeting. This not only reduces friction, but it also moves leads faster through the buying journey and results in more quality pipeline.

Learn how you can implement a winning go-to-market strategy across your revenue teams.

All of this is to say, no matter the reason for your website redesign, NOW is the perfect time to implement Drift.

Ready to level up your website so you can better engage your site visitors? Book a demo today.

Conversation Cloud