Understanding that the world is constantly evolving is easy; but maintaining a competitive edge when you have an e-commerce business : that's the trick. Unfortunately, it's not enough to design, build, and create just once to establish a strong online presence. An online store (almost) always reaches the point where it needs a website redesign .
Those of us with online businesses have been there: everything's going well, and then suddenly we're nowhere to be seen. But we have to put the negative side of things aside! Poor metrics don't mean our products are no longer relevant; rather, it's important to keep in mind that it might be time to update our approach. Yes, everything in life requires investment, but it's always worth it.
What is a website redesign?
Website redesign involves updating and renewing an e-commerce site. This requires an action plan to improve its overall appearance, functionality, and performance. The difference between a redesign and a simple update is that the former involves making substantial changes to the structure and programming with the goal of increasing sales. The latter may focus solely on aesthetics without considering functionality.
Signs to identify if your e-commerce needs a web redesign
Keep in mind that signals are divided into two categories: measurable and visible. However, measurable signals are the result of everything that is visible. Take note!
Measurable signals:
- High bounce rate. The higher your bounce rate, the faster users are leaving your store. This could be because there was nothing that immediately grabbed their attention or motivated them to explore the products, or because of slow loading times or confusing navigation.
- Loss of search engine ranking. If your website doesn't appear in the top search results when users search for the products you sell, it means you've lost relevance both in search engines and among users. This is where SEO comes in, encompassing URLs, page load speed, and user experience, among other factors.
Visible signs:
- The website does not adapt to different devices (it works on a desktop computer but not on a phone).
- The loading is slow and there are also warnings or security blocks.
- It is aesthetically obsolete and outdated. Its design is complicated and cluttered.
- Poor user experience ( UX) . Confusing and complicated navigation.
- There is no responsive web design. Furthermore, the links or URLs do not use "https" or the addresses are broken.
- The products are inconsistent with the brand identity and the website experience.
- There are no updates and the page appears to be abandoned. As a result, users lose confidence.
How to redesign a website?
The redesign process can be more complicated in some cases than others. If your e-commerce site was created on Shopify , you have the option to redesign it. If you created it on another platform, you can migrate it to Shopify and take the opportunity to redesign it at that time.
However, there are e-commerce development agencies – like Getmore – that can help you depending on the option that best suits your needs.
To begin, we analyze three key metrics displayed by the Shopify platform itself, whether you designed your store there from scratch or migrated it previously. Each percentage is evaluated to identify areas for improvement, and based on this, we initiate a process to ensure your online store functions correctly and achieves positive results.
- Add-to-cart rate . This is the percentage of users who added a product to their cart within a specific time period. It can vary depending on your store's industry, but it should be above 9%. If the percentage is lower, that's a red flag.
- Checkout rate. This rate reflects the number of sessions that reached the checkout screen. In other words, the users who were ready to buy. Ideally, at least half of those who browsed your e-commerce site should reach this step in the store. It's time to update your site if it's below 6%.
- Conversion rate . While the two rates above reflect user interest in your products, the conversion rate should be at least 3%. The reason is simple: it represents the number of people who made a purchase in your store. When this percentage is low, it's time to optimize.
However, keep in mind that metrics can help identify – in addition to the measurable and visible signals above – whether a redesign is necessary, although this does not necessarily apply in all cases.
Examples of custom website redesigns with Shopify and Getmore
To give you an idea of what a redesign involves and how it can be functional for your online store, we've included these success stories.
Website redesign in Mexico: Skindion with Shopify
In Shopify 2.0 , a custom design was created for Skindion , one of Mexico's most recognized beauty brands. This included a custom theme (template) aligned with the brand's identity and vision to improve conversion and navigation; the creation of two automated workflows for customer retention and outstanding payments; and a redesigned mobile menu for image navigation.
This entire process resulted in increasing the average ticket by 23% and the recurring customer rate by 60%, as well as the add to cart rate by 8% and the checkout rate by 11%.
Before
After
Example of a website redesign: Tueste Café
Tueste Café 's e-commerce platform needed to deepen its storytelling and brand identity to optimize the user experience. With the help of Getmore, a custom redesign was implemented, incorporating Rebuy , a cross-selling tool, to offer complementary products based on the main product, aiming to increase the average order value and purchase likelihood. Additionally, a quiz was implemented to make the experience more engaging and recommend items that feel more personalized based on user preferences.
With these changes, sales increased by 2.6%, the rate of adding items to the cart increased by 44%, and the rate of reaching checkout increased by 12%.
Before
After
Smart Sheep website redesign
With the redesign of a template to a custom design, the implementation of Rebuy (for cross-selling, which offers related products) and the optimization of Recharge for items with subscriptions (incentives with discounts and interest-free months), a 31% increase in the conversion rate and a 27% increase in the average ticket were achieved.
Before
After
Conclusion
A website redesign can significantly impact the success of your online store. A great way to streamline the process and implement it successfully on Shopify is to choose an agency like Getmore. Get in touch by clicking here .
We advise you to periodically evaluate your site to ensure it remains the preferred destination for your buyers (and to reach new internet users).
