December 31, 2020 Last updated December 31st, 2020 923 Reads share

When Is the Right Time to Redesign Your Online Store?

Image Credit: DepositPhotos

88% of online shoppers wouldn’t return to a website after a poor user experience.

eCommerce UX (user experience) can make or break the total amount of your website traffic, your conversion rates, and ultimately – your revenue. 

As it only takes 50 milliseconds for people to form an impression about a website, it’s clear that you have minimal time to capture your visitors’ attention and present your retail brand in the best possible manner.

The way to do this is through eStore’s design, which considers aesthetics as well as functionality and ease of use.

But, say you already have an eCommerce website. How do you know it’s due for a redesign to improve the user experience?

The answer is: by checking if it shows any of the symptoms we have listed in this article.

High Bounce Rates and Low Conversion Rates

Driving a significant amount of traffic to your website is great, but you need to convert this traffic into sales. 

For eCommerce websites, the end goal is to convert visitors through an item purchase. 

When visitors do not complete the action you want them to, you end up with low conversion rates. Poor website design, a badly executed conversion funnel, and poor navigation can all contribute to this issue, but they may also be a part of a broader problem.

Expert UX and UI designers can evaluate your website’s usability and perform  A/B testing to identify the problem areas that prevent your visitors from becoming your customers. 

Likewise, an expert website design agency can develop a strategy to fix high bounce rates – the metric that shows how many people leave your website after only checking out one page.

High bounce rates indicate that user experience is a big issue on your website due to poor layout or navigation or that the content they found on the page is not what they were looking for.

The best way to fix the overall usability issues that hinder conversion and inflate bounce rates is an overall site redesign, with a special focus on homepage and product/service pages. 

Slow-Loading Pages

40% of website visitors will abandon a website that takes more than three seconds to load. 

As both the patience and attention span of today’s website visitors shrinks, page loading speeds play a crucial role in retaining them. This is also an important SEO signal because Google favors fast-loading websites and ranks them higher while penalizing slow ones. 

In fact, websites with favorable loading speeds have 25% higher viewability and 75% longer session times compared to websites that take longer to load.

Page load speed depends on a variety of factors, from poor coding over non-existent browser caching to unoptimized image sizes. 

If your website loads slowly, it will negatively impact your traffic influx, views, conversions, and search engine visibility. A thorough redesign and re-optimization of website content elements are needed in situations like these. 

A Website That Isn’t Mobile-Friendly

A majority of internet traffic is happening on mobile devices, and the number of website visitors via smartphones or tablets will continue to grow.

This goes for eCommerce as well, where over half of all customers come from mobile devices. They will account for 54% of all sales in 2021.

If your website isn’t ready to embrace this new generation of visitors – meaning, it doesn’t have a responsive design that would display properly and consistently on mobile devices – you should urgently get in touch with a web design company that can rectify this. 

A mobile-friendly responsive design provides the best user experience on mobile, making the website easy to navigate while keeping your branding and functionality consistent across all devices. 

Poor SEO

About 90% of all online experiences begin with Google search, and when people are looking for products to buy, Google is also the first thing they turn to.

As 95% of users who perform a Google search do not go past the first page of results, it is imperative to optimize your eStore for search engines to rank as high as possible for certain keywords and products.

An SEO-minded website redesign includes best practices that an outdated website likely, doesn’t follow, such as on-page and off-page SEO, optimized image names and alt tags, frontloaded keywords in title tags, shorter URL structures, content that aligns with search intent, and more.

An outdated website may even have keywords crammed on certain pages, which is an old way of optimizing for SEO that is today penalized by Google. Therefore, an old website design may actually cost you much more in terms of search engine visibility.

Poor and Unintuitive Navigation

If important eCommerce web pages such as contact or support pages are hard to find, it means your website navigation requires an update.

The structure and organization of your product categories should be easy to understand and navigate. To help your shoppers locate products quickly and urge them to explore more, include a multi-tier navigation as a part of your website structure.

At all times, users should have a clear idea of where they are on your website and how they can navigate to any other page they are interested in.

An eCommerce website should provide your users with what they are accustomed to on an online shopping platform, like a search bar that automatically generates suggestions as users type and breadcrumbs that provide orientation.

A website that is difficult to navigate and has a complex structure is also a bad SEO signal, as Google has trouble crawling such websites, which results in poor ranking.

Payment and Security Issues

The integrity and safety of payment data is the number one concern for most eCommerce shoppers.

Security, convenience, and speed of payment play a vital role in user experience. They can be greatly improved with a web design that follows contemporary safety methods.

eCommerce databases and CMS that send and receive payments are vulnerable to virus attacks. If your users experience this sort of issue only once, they will most likely never return to your site.

A website redesign strategy that includes security as a priority is your best bet. A website design company that specializes in eCommerce transactions can get an SSL certificate for all the payment options you have and make them 3D secure.

Your newly designed eStore should also offer different payment options to users, such as debit/credit cards, eWallets, internet baking, and cash on delivery.

Complex Checkout Process

Lengthy and complicated checkout processes are among the main causes of high cart abandonment rates, right alongside account creation and shipping costs. 

Your eCommerce website’s checkout process should be as brief and simple as possible, free of all distractions and hurdles that scare off customers.

This means redesigning the product and subsequent purchase pages with minimal content and lots of white space to help with the buyers’ focus. 

Any design elements that help customers purchase your items while displaying all vital information that influences the purchase decision should be the foundation of your checkout process layout.

DepositPhotos – online store

Oliver Deighton

Oliver Deighton

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