What an exciting time! Your eCommerce website redesign can help you elevate your online presence. So that you can reach your goals more strategically and also you’ll have an online presence that reflects your business growth.
I thought it would be helpful to go over some important information to consider. Please note, this isn’t an exhaustive list as your business has its own unique goals.
These are just some important components to consider before embarking on your new design.
Make Sure That You Actually Need A Redesign
Before diving into redesigning your eCommerce website, make sure that it’s necessary. Consider whether the goals you want to reach require a redesign or more strategy.
For example, your business is growing and so are your needs. Maybe you need a more effective website to help run day-to-day operations. Or maybe your customers need a more streamlined shopping experience because you plan to incorporate a subscription box model.
Other reasons for a redesign is that you’ve outgrown your brand. Your focus has shifted or expanded and now you need a total redesign & rebrand to help add a more cohesive experience.
Listen to the following episodes:
- EP 018 | Is It Time to Redesign/Rebrand Your Online Store Website?
- EP 010 | Growing Your Retail Brand With Subscription Boxes
Once you’ve confirmed that a redesign is the ideal route. Here are some things to consider as you plan.
Set goals for your eCommerce website redesign
The first step is to determine why your website redesign is important to your business. By asking important questions, this will give you the most out of your redesign.
Think about whether your current website design is meeting the needs of your business today and what you have planned for the future.
Keep in mind:
“What got you to this current point in your business is not going to help you up-level to the next stage of your business.”
Really dive into what is working for your business now and what could use improvement.
Consider if you need:
- A more streamlined journey for your customers.
- A more cohesive brand to collaborate with partners.
- Improved conversion to maximize sales.
- Better technology integration
A lot of your time is spent on product development, customer service, inventory management, etc. How would you like your website to help increase your time and other valuable resources for your business?
Now that you’ve reviewed your goals, that will help you look at other areas of your business. That will create a great impact on various areas of your online store.
Review your existing website content
You’ve probably created lots of content or additional pages on your site. Sometimes we pull a page or product off our site and never really look at it again.
Look at your top-performing content and pages on your site and make sure you keep those. Then explore what’s something could potentially be revamped or simply need to go away?
That could be products you aren’t selling any longer, pages that are irrelevant, etc. Knowing what can go and what can stay will maximize on your online efforts and lead to greater profit.
You don’t want to bring over no-longer necessary information into the new website. For example, over the years some information I’ve had on my website became outdated. So after confirming it was longer relevant I deleted the information.
This leads me to the next area you should consider for your eCommerce website redesign.
Revisit your SEO goals
You may have placed more effort into your SEO. If you are ranking well for targeted keywords, you’ll want to make sure that stays intact.
What we don’t want to happen is that your rankings drop because your SEO gets wiped out. When brands have a redesign that doesn’t account for their SEO traffic. They can lose out on all the traffic authority they’ve built over the years. Make sure your designer understands how to handle your information.
If you aren’t doing much SEO now, then maybe it can be a new goal for your new website redesign. Keep that in mind and be sure to discuss that during your consultation.
Regardless, you want to make sure that your existing SEO efforts stay in place. Or you begin the journey of adding SEO to your business.
You may be interested in SEO Made Easy for Retailers for further reading about SEO.
Along with SEO, you have other important numbers to consider.
Know your key numbers
Knowing your metrics is important information as it will act as a guiding light for your website redesign. It’s ok if you don’t know all the nitty-gritty details, but have access to those details. For example, having a properly set up Google Analytics account that has been gathering helpful data.
Such as your return visit rate, bounce rate, highest traffic sources, etc.
You’ll also want to know what your top-performing sellers are as well as any other important data. Such as your newsletter subscribers, your open rates, and of course your abandoned cart rates.
Knowing this will help plan conversion-focused design layouts, a well-optimized site map, and more.
Here are eCommerce KPI stats you should monitor for your business growth.
Assess your technical needs
Your technical needs may have changed and it could be something you really need with the new website redesign. Consider what technical needs you have. Is there something that you wished flowed better? Are there any areas where you’re spending a significant amount of time that a tool could assist you with?
The great thing about operating online is that there are tools available to help with reducing how much time we take to do regular things.
If you can reduce the time spent in an area that is not as profitable for your business. Then allocate that time to areas of your business that are more profitable. You’ll be able to see a better financial ROI in the long run.
Think about if you could have a better procedure for processing orders or answering questions from customers.
Consider scheduling a planning meeting
Website redesigns usually have a lot of moving parts and so I highly recommend you actually schedule a planning meeting. A planning meeting allows you to do a deep dive into your business needs before coming up with a solution.
This also minimizes the chance of you not getting something important accomplished for your redesign. Plus gives a clearer map of the planned process to help you attain your goals.
Planning meetings usually are about a couple of hours where we explore your needs and make sure that they will lead you towards goals. It also ensures we are all on the same page so the chance of surprises is greatly minimized.
It’s a required step I take clients through here at The May Creative. It’s simply not enough time to account for all that you need in a quick 15-30 min conversation. Redesigns can be quite immersive so taking the necessary steps to have a thoroughly planned process is vitally important.
A solid redesign can create so many amazing benefits from increased brand positioning and awareness. To increase sales conversion along with an extra boost of confidence so you can scale your brand.
Feel free to leave questions you may have about your own eCommerce website redesign.