7 good reasons to redesign your ecommerce site
If you have an online shop then you will be all too familiar with the need to keep your site fresh and inline with current standards and trends. But at what point do you know it’s time to redesign your site?
There are many pointers but to make it easier, we’ve listed 7 of the top signs:
1. Slow load speeds.
Quite frankly, a slow load speed can put customers off. If they can pop out and make a brew or feed the cat in the time it takes to load your homepage- you know it’s time to make some serious changes. Research shows that if a site doesn’t load within 4-5 seconds, customers are likely to abandon your website. There are many elements that can affect the load time of pages; from image sizes to poor coding, too many features, 301 redirects and lack of caching web pages. In today’s fast, evolving world people don’t want to hang around waiting for products to load on a page. People want to see results almost immediately. Faster web pages increase conversion: fact!
2. Search engines aren’t picking you up
Have you ever wondered why your Ecommerce shop isn’t returned in any searches? There are many elements that can affect your search engine rankings. Making sure that your product descriptions are unique is vital to your chances of visibility. Don’t simply copy the manufacture descriptions that come with the product; Google will pick up on this and ban your site from search engines. Be creative and relevant with your descriptions and you will soon see the results.
In many cases, you will have pages that are very similar in content but have an image or piece of content that make it slightly different. Ensuring that Google knows which pages need indexing is key. Use of canonical tags can help indicate the pages you want indexing, sifting the primary pages from the duplicate pages.
Other elements that can improve your site’s rankings include good coding, friendly URLS (semantics), blogs, Pay-Per-Click, customer reviews, social media interaction, backlinks and mobile-friendly sites (responsive).
3. Your design is so 2007
There was a time when drop shadows, reflections, gloss, bevel and emboss effects looked great on websites. Today’s websites are much more clean and minimalistic. 10 years ago, when Ecommerce websites were still in their relative infancy, all of these fancy effects were fresh and looked impressive but nowadays they look cluttered and out of date. Ensuring that your website is well laid out with good use of white space, fonts and colours is key to a successful website. A good UI can make the difference between someone staying on your site or going elsewhere; making someone’s eyes hurt because of your bad use of colour is never good. Invest in a good designer and you will reap the benefits.
4. Poor CMS
Being able to manage the content of your website and keep it updated can have great results. If your website isn’t content managed or can only be updated by 20 year old Henrik living hundreds of miles away, you need to consider investing in a CMS site. Not being able to update product images, prices, descriptions and banners on a daily or weekly basis is a big no-no, especially in Ecommerce where deals change on a daily basis. Investing in a good CMS website will prove invaluable to you.
5. Features are obsolete
A website with broken links, images or buttons that don’t work can all create frustration for the user. Make sure that every element of your site works and serves a purpose. If it doesn’t, then it needs taking off. Heat maps are a great way of seeing where users navigate to and which areas are most and least clicked on.
6. Poor usability
Ensuring that your site has a logical and user-friendly navigation can make a big difference to your site’s success rate. If your drop-down menus are bigger than the homepage itself, your checkout is longwinded and your overall navigation is complex then you seriously need to think about a redesign. A bad user-experience can have dire consequences and typically result in customers abandoning their basket. Websites that are primarily built for desktop can be fiddly to navigate through on a mobile with images often being the wrong size, buttons and dropdowns proving difficult to click on. With more and more people shopping through their mobile or tablet device, adapting your website to work responsively will vastly improve the usability have a big impact on your sales.
7. High basket abandonment
The checkout is a vital part in the user experience and one which can leave a lasting impression on the customer. If your analytics are showing a high basket abandonment rate, you need to pin point why this is occurring. A good checkout is simple, informative and doesn’t bombard customers with a barrage of questions. Asking them to create an account is often a bad move so make sure they have the option to checkout as a guest. Keep the number of checkout steps to a minimum, 4 to 5 is usually suffice and offer a broad range of payment options.
There are many things that can indicate when it’s time for a redesign. Ensuring that your site looks fresh, works efficiently and keeps up with the latest trends in technology will keep your site ahead of the competition and in turn, increase conversion.