Like any store, an e-commerce site needs to update its store window.
Having a beautiful shop window attracts more customers.
But giving your storefront a facelift isn’t always easy.
There are rules to follow, and above all, it has to be done at the right time.
Redesigning an e-commerce site is an opportunity to set new objectives or improve performance.
When should you redesign your e-commerce site?
To redesign your e-commerce site, you need to know when to act.
Doing it too often risks destabilizing your clientele and costing you a lot of money.
Doing it too late, on the other hand, risks losing even the most loyal of customers. 
1- Drop in performance
Do you realize that your e-commerce site is starting to generate fewer sales?
And you realize that your competitors have more attractive sites with a better user experience?
Perhaps it’s time to give your site a facelift.
This is the ideal time to modernize the site, making it easier for consumers to navigate, and encouraging them to increase their average shopping basket.
Novelty always attracts more potential customers.
2- Old-fashioned design
Design is one of the most important elements in the appeal of an e-commerce site.
Indeed, consumers are more attracted to modern, functional and colorful sites.
When it comes to redesigning a site, it’s important to remember that the first few seconds of a visit are decisive.
It’s in this short space of time that the visitor decides whether to continue or to leave.
3- Lack of functionality
Technology is constantly evolving.
Which means that the world of e-commerce is too.
A site that’s been around for a few years needs to be modernized and equipped with the latest features essential to the consumer.
Offering new functions makes it easier to stand out from the competition.
4- Conversion rate stagnates
Conversion rate refers to turning visitors into buyers.
Simply having visitors to your site doesn’t earn you anything.
What’s positive is when visitors actually make purchases, or even simply sign up for our newsletter.
However, when the conversion rate stagnates or drops, it’s because the site is no longer as interesting and the competition has done much better.
To understand the shortcomings, simply visit the e-commerce site as a customer.
Tools such as Google Analytics or Google Search Console can help you identify negative elements that need to be improved or changed.
5- Lack of visibility on Google
More and more e-commerce sites are appearing on the web.
So, to stand out from the competition, you need to redouble your efforts and ingenuity to stand out from the crowd and attract more and more customers.
That’s where SEO comes in.
Optimizing an e-commerce site’s SEO involves working on the site’s structure and content, adding videos, photos and dynamic text, as well as inbound and outbound links.
Offering original content is always more interesting and attractive to visitors, and it’s also what appeals to Google.
For effective and optimal SEO, it’s also important to think about the mobile version.
The principle of e-commerce is that it can be accessed from any electronic device, anywhere.
If the site isn’t easily accessible from a smartphone, visitors will quickly leave the site and go to the competition. 
How do you redesign your e-commerce site?
Redesigning a site is a methodical process.
This means that it must be carried out according to a certain plan of action.
1- Take stock of site performance and results
To improve an e-commerce site, it’s essential to identify its negative aspects.
But, on the other hand, don’t forget to retain the positive elements.
The best tool to use for this purpose is Google Analytics.
It will enable you to take stock of four essential elements for analyzing your site’s performance:
- Traffic: In particular, you’ll be able to see the difference between one-time and repeat visitors to your site.
- Behavior: Each visitor behaves differently, depending on their interest in the site they’re visiting.
However, there are some interesting factors to take into account: average length of visit, average number of pages opened, etc… - Conversion: Google Analytics also enables you to differentiate between simple visitors and visitor-buyers.
You can set sales or newsletter sign-up targets and track progress towards achieving them. - Search engine optimization: You’ll know how many of your e-commerce site’s pages are indexed on search engines, and which keywords and pages give a better conversion rate.
In addition to the numerical data you can retrieve from Google Analytics, you can also have friends and family test the site.
Based on the way they navigate the e-commerce site, it will be easy to identify any weaknesses.
Another way of analyzing visitor behavior is to use software that films the user’s screen and mouse.
This data can be used to analyze browsing practices and resolve site faults more quickly.
2- Defining the redesign project
An effective project requires an effective strategy.
Once you’ve finished analyzing and identifying problem areas, predefined personas and buying paths, you’ll need to define the objectives of the redesign project.
The SMART methodology is generally used for this stage.
Each objective must be: Specific, Measurable, Attainable, Realistic and Timely.
For each objective, you must then define the actions to be taken to achieve it.
It’s important to prioritize each of these actions in terms of implementation and timing.
This strategy has the advantage of keeping an overview of the project as it progresses.
4- E-commerce referencing
When redesigning an e-commerce site, SEO tags and texts must be reproduced identically so as not to lose SEO.
If the redesign involves modifying the site’s urls, don’t forget to redirect the old URLs to new ones.
Internal links must also be redirected.
Once these procedures have been finalized, the site will be sent to Google to update the urls in the database.
This is imperative if visitors are to have access to the new e-commerce site.
The SEO work can continue a few weeks after the site has been redesigned.
Tools such as Google’s Search Console are available to identify pages that have not been redirected, and those showing a 404 error.
5- Adding functionality
Adding essential functionalities is a key step in redesigning an e-commerce site.
New functionalities appear every year in the e-commerce field.
Regular monitoring and analysis of your competitors will enable you to identify new trends and choose which features to integrate into your site.
- For example, you could add a live chat feature to answer questions posed by future customers.
- Suggesting similar or complementary products is a good way to increase the average basket.
- It’s also a good idea to install an internal search engine, so that you can track the various searches made by web users and add new products to your range.
6- Defining new pages
At this stage of the e-commerce site redesign, it’s time to focus on site layout and the creation of new pages.
The creation of new pages corresponds to the targeting of new keywords in order to position them in Google results.
To increase the visibility of pages in search engines, it’s a good idea to create links between them via articles and sections within the site.
7- Site tree
The role of the tree structure is to organize how information is accessed and navigated on the e-commerce site.
This hierarchical organization breaks down into 4 stages:
- List the elements you want to see on the site;
- Categorize these items;
- Specify each person’s priority;
- Structure information in a coherent way so that consumers can easily find their way around.
8- Menu reorganization
The menu is an important element of an e-commerce site.
It’s what makes it easy for visitors to navigate around the site.
The menu must therefore be simple and effective.
It’s advisable to keep it within easy reach throughout the entire site visit.
The site will gain in efficiency if it is divided into several categories.
Better organization means easier navigation and fewer clicks to get to the product you’re looking for.
9- Content optimization
Having out-of-date content is not good for your site.
It is advisable to update articles and pages regularly.
It’s preferable to update pages rather than create a new one.
This is because the existing page is already indexed by Google.
What’s more, creating a new page is more time-consuming than updating data.
10- Graphic redesign
Redesigning an e-commerce site can also mean rethinking a brand’s identity.
The world of e-commerce is in perpetual motion, so to stay in touch with consumers, it’s important to keep up to date.
To keep generating traffic, a modern design plays a key role.
The graphic redesign can be carried out by a professional designer who can quickly assess the site’s needs.
11- After the redesign
Once the redesign is complete, follow-up is necessary to ensure that the operation has a lasting effect.
This follow-up will also enable us to measure progress, identify any problems and take corrective action quickly.
To conclude on e-commerce site redesign
Need help redesigning your e-commerce site?
Asan e-commerce developer for over 10 years, I’d be delighted to discuss your redesign project with you.
Contact me today to discuss.
