With every click, swipe, and scroll, online shoppers are making split-second decisions about where to spend their money. A stale or confusing e-commerce design can send potential customers racing to competitors faster than a page can refresh. So, how do you revitalize your digital storefront to capture and keep their attention? The first steps in a website redesign can be the most daunting, but they're also the most crucial. Delve into this guide to discover how to kickstart your e-commerce transformation and turn website visitors into devoted buyers.
Design
Where to start your e-commerce website redesign to increase revenue
by Sara Kurczyńska Last update: 10/2023 · 7 min read
Why should you redesign your e-commerce right now?
In an era where competition is just a click away, it's imperative to ensure your online storefront is optimized for success. Letting your e-commerce site stagnate can result in lost customers and missed revenue opportunities. Whether you're experiencing a dip in sales or looking to proactively stay ahead, a website redesign project might be the timely move your business needs. Here are the top three reasons to jumpstart your e-commerce website redesign journey!
Higher conversion rate
A significant driving force behind a site redesign is the promise of an increased conversion rate. An intuitive and user-friendly design does wonders for a customer's shopping experience. For instance, a streamlined layout, where customers can effortlessly navigate and locate their desired products, makes the purchasing process less cumbersome. Fewer clicks to reach a product or the checkout page can be the determining factor between a sale and an abandoned cart.
Moreover, in our mobile-centric world, ensuring that your site is optimized for mobile devices is crucial. A mobile-first design can cater to this vast audience, leading to higher conversion rates. On top of that, a site's aesthetic speaks volumes about its credibility. A modern design exudes professionalism and trustworthiness. On the flip side, an outdated one may deter potential clients, pushing them towards contemporary-looking competitors.
Boost in search rankings
An e-commerce website redesign project isn't just about attracting customers with a fresh look. It's also about enhancing your site's visibility in search engines. Search engine optimization has evolved, and website design plays an instrumental role. A sleek, efficient design can significantly reduce page load times, and when it comes to search engine optimization, speed is king. Slow-loading pages can be a detriment to your site's search ranking.
Moreover, Google now emphasizes mobile optimization, giving priority to sites that are mobile-friendly. So, ensuring your e-commerce site is responsive can be a game-changer for your search engine optimization efforts. Additionally, user engagement is another metric that search engines consider. An engaging, user-friendly design keeps visitors on your site longer, which can be a favorable signal for search algorithms.
If you'd like to learn more about search engine optimization, read our article about how to properly prepare a website for SEO.
Adding new features
Embracing the latest advancements in digital technology can set your online store apart from the competition. An e-commerce website redesign is the perfect opportunity to incorporate new features that can elevate the user experience of your target audience.
Consider implementing advanced search functions, allowing users to swiftly find the items they desire, or incorporating predictive search to anticipate their needs. The digital age has also seen a surge in the popularity of AI and chatbots, offering instant customer support or personalized shopping recommendations. By continuously adapting, you're not just meeting but exceeding customer expectations, fostering brand loyalty and enhancing overall satisfaction.
Signs you need to redesign your e-commerce
Businesses must be vigilant in recognizing the telltale signs that their e-commerce platform might need a refresh. Often, subtle indicators, when left unchecked, can lead to more significant challenges down the line. Understanding and acting upon these indicators can be the difference between thriving in the competitive online marketplace or getting left behind. Below are some crucial signs that your current website might be overdue for a website redesign. In case you'd like to learn more, navigate to our article about reasons to launch a website redesign project.
High bounce rate
A high bounce rate is an indicator that site visitors are leaving your store shortly after arriving, without engaging with your content or making a purchase. While numerous factors can contribute to this, an unattractive or confusing site design is often a primary culprit. Perhaps your website isn't responsive to different devices, leading to distorted views on mobiles or tablets. Or maybe, it lacks intuitive navigation, causing potential clients to exit out of frustration. Addressing design flaws can not only reduce the bounce rate, but also create a more welcoming environment for prospective buyers.
Low conversion rate
Even if visitors are staying on your site, it doesn’t necessarily translate to sales. A low conversion rate, where many users browse but few commit to a purchase, can signal underlying design or functionality issues. Is your checkout process is too complicated or lengthy, discouraging customers from finalizing their purchase? What if your product pages lack clarity, with insufficient product descriptions or low-quality images, making customers hesitant to buy? Revamping these elements can streamline the user journey, nudging more visitors to become loyal customers.
Outdated brand identity
If your current website feels outdated or doesn't align with your brand's current identity and values, it can deter modern consumers. As your brand grows and evolves, so should your online presence. Ensuring that your e-commerce site mirrors your brand's vision, ethos, and aesthetics is crucial. An outdated look might give off the impression that your online business isn't in touch with current trends or customer preferences. A website redesign that aligns with your brand's modern identity can foster trust, appeal to your target audience, and solidify your place in the market.
Poor page speed
In the age of instant gratification, patience is a fleeting commodity. Slow loading pages can be a significant deterrent for users. Every additional second it takes for a page to load, the likelihood of a visitor abandoning your site increases. Slow page speed not only frustrates potential customers, but can also negatively impact your SEO, as Google prioritizes sites that load quickly.
It's imperative to consider the technical aspects of your e-commerce site during a redesign. Optimizing images, streamlining code, and choosing the right content management system can dramatically improve website performance, creating a smoother experience for your visitors and boosting your search engine standings. If you'd like to know more, have a look at our guide to website speed optimization.
Chaotic mobile performance
With an increasing number of shoppers browsing website pages from their smartphones, mobile performance has never been more crucial. If your e-commerce platform falters on mobile devices, with elements not displaying correctly or pages being unresponsive, you risk alienating a significant portion of your audience. Moreover, Google's mobile-first indexing means that your site's mobile performance can directly influence its search rankings.
During a website redesign, ensuring that your platform offers an impeccable mobile experience, whether through a responsive design or a dedicated mobile version, becomes paramount. It’s not just about shrinking your desktop site. It's about crafting a mobile experience that's intuitive, fast, and tailored to the unique habits of mobile website visitors.
How to start a website redesign process
Embarking on a website redesign is no small feat. It’s a significant endeavor that, when done correctly, can greatly enhance user experience and drive business growth. Nevertheless, plunging headfirst without a website redesign strategy can lead to missed opportunities and wasted resources. Here’s how to kickstart your redesign process with precision and purpose.
1 - Analyze your current site with tools
Before making any changes, it's essential to understand the current strengths and weaknesses of your website. Tools like Google Analytics, Hotjar, and CUX serve as invaluable assets in this diagnostic phase. By examining metrics such as bounce rates, page views, average session durations, and conversion rates, you can identify areas that need improvement. Are certain pages underperforming? Is there a common exit point in your sales funnel? These insights provide a roadmap, guiding where your redesign efforts should focus.
In addition to these tools, integrating a search engine optimization tool like Google Search Console or Ahrefs can offer a deeper dive into how a site performs in search results. These SEO tools help you understand keywords your website ranks for, backlink profiles, website crawl errors, and even potential security issues. By analyzing this data, you gain insight into organic search performance, revealing opportunities to optimize your content for better visibility and ranking in search engines.
However, while these tools provide valuable data, interpreting the results correctly and implementing changes effectively often requires expertise. It's highly recommended to discuss the data and its implications with an experienced specialist. They can provide guidance on the best practices for a redesign, ensuring that the changes you make not only improve user experience, but also positively impact your site's overall performance.
2 - Choose the right web design agency
Once you've armed yourself with data-driven insights, it's time to bring in the experts. So, go ahead and find the right website design agency. Engaging a team of experienced web designers ensures that your website redesign strategy both addresses identified issues and aligns with the latest design trends and best practices. Begin by discussing your findings from the analytical tools, highlighting problem areas, and stating your objectives for the redesign. This shared understanding will provide a solid foundation for the project.
Enter Adchitects, a world-class web design agency renowned for its tailored solutions and innovative approaches. At Adchitects, we pride ourselves on understanding our clients' unique needs and translating them into responsive, modern, and user-centric designs. Our team stays updated with the latest design techniques, tools, and trends, ensuring that every project we undertake reflects the current best practices in the industry.
Collaborating with Adchitects means gaining access to not just an agency but a dedicated partner invested in your online success. Together, we can take your website to new heights, turning challenges into opportunities and visions into digital realities. For a deeper dive into our story and values, visit our culture page.
3 - Define the project scope and set priorities
While you might be tempted to change every nook and cranny of your website, it's crucial to understand that not all changes have equal impact. Defining the scope of your redesign project will help you focus on areas that will offer the most significant return on investment.
Once you have this list, prioritize tasks based on their expected impact on user experience and revenue generation. This prioritization ensures that the most critical changes are addressed first, making your redesign more cost-effective and efficient. Regularly liaising with your chosen web design agency during this phase will help align visions and set realistic expectations.
4 - Plan the migration process
Migrating from one design or platform to another is a pivotal step in the website redesign process. To ensure a seamless transition without hitches, careful planning is indispensable. Here's a step-by-step guide on how to master the migration process!
5 - Choose the right time
Timing is everything when it comes to migrating an e-commerce site. Aim to schedule the migration during periods of lower traffic or off-peak hours to minimize disruptions for customers. For many online businesses, this might mean late nights or early mornings. Also, if possible, avoid major sales seasons or promotional periods when a surge in visitors is expected.
6 - Preserve valuable content
While some content updates may be part of a redesign, it's crucial not to lose any valuable information in the process. Make sure all product descriptions, blog posts, customer reviews, and other relevant content is backed up and accurately moved to the new design. Consistency in content not only helps maintain search engine rankings, but also offers a familiar environment for returning customers.
7 - Safeguard client data
Data security should be a top priority during migration. Ensure that customer data such as personal details, transaction histories, and account information is securely transferred. Informing customers about the migration can also bolster trust during the transition.
So, where should you start?
Embarking on a website redesign is much like renovating a house. You wouldn't start by choosing the curtains without ensuring the foundation is sturdy, right? Similarly, in e-commerce, it's essential to prioritize areas that directly influence sales and user experience. By addressing such foundational elements first, you ensure that subsequent changes are built on a robust base. So, let’s dive into what the said foundational elements are!
Product detail page
Often deemed the heart of any e-commerce site, the product detail page is where the final decision to buy is made. A well-structured product page with clear images, concise descriptions, and easy-to-find pricing can significantly enhance conversions. Consider using high-quality imagery, video demonstrations, and user reviews to further enrich the product experience.
Checkout page
The checkout page is the final step in a customer's buying journey. Any hiccups here can turn a sure sale into an abandoned cart. Focus on simplifying the process, minimizing the number of steps, and providing multiple payment options. Transparent shipping information and easily accessible customer support can also smoothen the process.
Home page
The home page is the digital face of any e-commerce website. While it might not be where most sales occur, it sets the tone for the user experience. High-quality visuals, clear value propositions, and a snapshot of top products can create a welcoming first impression, encouraging website visitors to further engage with an online store.
Website structure
Think of website structure as the skeleton of a site. A well-organized, logical structure ensures users can effortlessly navigate a store, finding products with ease. It doesn't just enhance user experience, but also boosts search engine rankings. After all, search engine crawlers will find it easier to index a well-structured site than a chaotic one.
Product listing page
The product listing page acts as a directory for a store's offerings. Efficient filters, clear categorization, and an easy-to-scan layout can dramatically improve user experience. With that in mind, ensure products are showcased with clear images, and consider quick-view options for a faster browsing experience.
Blog section
While primarily seen as a content zone, the blog section can be a significant driver of traffic and help position a brand as a thought leader in its industry. So, ensure that it's updated regularly with quality content, integrates well with different product pages, and is curated with search engine crawlers in mind.
New CMS
Think of the CMS as the engine beneath the hood of a car. While it might not always be visible to the end-user, it powers every function and feature on a site. For that reason, transitioning to a new content management system (CMS) is one of the most time-intensive tasks in a website overhaul. Before you begin, consider factors like data compatibility and potential downtime. Doing so is paramount to maintaining efficiency and maximizing the benefits of the upgrade.
Examples of good e-commerce design
In the following section, we will delve into some great examples of e-commerce design that have effectively married aesthetics with functionality, setting the gold standard for what online shopping should feel like.
SENECA
SENECA stands out in the e-commerce realm with its focus on mature, smart-casual menswear. Priding themselves on the use of responsibly sourced materials, their primary aim is to offer sustainable, functional, yet elegant clothing options that withstand the test of time. Rooted deeply in their values, they reflect a commitment to lasting quality.
The brand approached Adchitects with a clear challenge - revamp their existing Shopify platform to mirror the premium essence of the brand. The aim was threefold: drive conversions, increase traffic, and elevate the overall shopping experience for their discerning clientele.
The redesign delivered tangible results. Within just a month of its launch, SENECA witnessed a staggering doubling of its conversion rates, hitting one of the primary project targets. The new website is not just aesthetically modern but is also strategically designed to engage, intrigue, and invite users to immerse themselves in what SENECA has to offer.
If you'd like to learn more about the project, check out its case study.
366 Concept
366 Concept had a vision of not only celebrating but also popularizing Polish Mid-Century Design on a global stage. While their products resonated with timeless elegance and historical depth, they required a digital platform that echoed their ethos, a platform that was sleek, stylish, and deeply reflective of their design principles, all the while being geared for international expansion.
The revamped 366 Concept website is nothing short of a digital masterpiece. Drawing inspiration from the layouts of premium interior design magazines, the site offers users an immersive experience. The harmonious blend of user-centric design ensures that the shopping process is intuitive, leading to an optimized purchase path. And as with any modern platform, the mobile experience is equally captivating and seamless. It ensures that 366 Concept’s offerings are accessible anytime, anywhere.
If you'd like to learn more about the project, check out its case study.
Frequently asked questions
Redesigning an e-commerce website is an essential step in keeping a digital storefront contemporary, user-friendly, and optimized for conversion. Given the importance of this task, many business owners have questions about the process of redesigning a website. Below, we’ve compiled some frequently asked questions to provide clarity on the subject.
How can I improve an e-commerce website design?
Improving an e-commerce design entails focusing on user experience, ensuring mobile optimization, and updating visuals, as well as streamlining the checkout process and keeping abreast with the latest design trends. Regularly gathering feedback from customers and utilizing analytical tools can provide insights into areas needing enhancement.
Can I redesign an existing website or do I have to create one from scratch?
You can definitely redesign an existing website! In fact, most redesign projects revolve around updating and improving current sites rather than building things from scratch. A redesign can be as simple as refreshing visuals or as comprehensive as overhauling the entire user journey and integrating new functionalities.
How much will it cost to have my website redesigned?
The cost of a website redesign varies depending on the market, location, and the scope of work. For instance, an agency from the United States might charge more than an agency from India. In our case, full-scope e-commerce projects start from $30,000.
How long does a website redesign take?
The duration of a website redesign can vary widely based on several factors. The most important ones out of the bunch include who you're working with, the amount of work required, the complexity of features, and feedback iterations. In our case, we can deliver a new product page in two weeks. Redesigning an entire store takes around three to six months.
How often should I redesign my e-commerce website?
There isn't a one-size-fits-all answer, but a good rule of thumb is to consider a redesign every few years. Doing so ensures that a website stays updated with current trends, technologies, and user preferences. It's also essential to make continuous, minor updates based on feedback and analytics in between major redesigns.
How can Adchitects help you with a website redesign?
Redesigning an e-commerce website is not just about staying current. It's about optimizing user experience, maximizing conversion rates, and ensuring you remain a step ahead of competitors. With the intricacies involved in such an undertaking, partnering with an expert can be invaluable.
At Adchitects, we understand the nuances of e-commerce design and are dedicated to creating digital platforms that resonate with audiences and drive sales. From conceptualization to execution, our team is equipped to turn bold ideas into a reality, ensuring that each e-commerce design we work on is not only attractive, but also efficient and profitable. So, get in touch with us today, and let's get started!
Sara Kurczyńska
Content & Social Media Manager
