My Store is Working Fine; Why Should I Redesign?

Your website design says a lot more about your business than you probably think. In fact, 75% of online shoppers judge your business’ credibility by your website design alone. Quite an eye opener, right? If you haven't changed the look of your site in the last couple of years, then it may be time to do some redesigning. We know the term “redesign” can seem intimidating and like a major undertaking, but in reality, there are several ways to make sure your website is the best it can be. Whether it's a simple refresh of your current design or a major overhaul, updating the design of your site can not only improve the aesthetics of your site, improve functionality and credibility, and even boost search rankings, as well!

Your Design Needs to be Responsive

Let us start with the simplest kind of redesign, which is just making your site responsive. A responsive design is one that allows desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with. With mobile devices becoming ever more ubiquitous, going responsive is becoming more and more important. In fact, we would say that if you have not made your site responsive yet, then you're long overdue for this update. Non-responsive sites are penalized by search engines, putting your site lower in search rankings. Making your design responsive, will result in improved Google search rankings, lower bounce rates, quicker load times, and a seamless shopping experience for your site visitors across their smartphones, tablets, and computers. Take Boss Bearing as an example. This customer simply had their design converted to be responsive, and the results were tremendous.

After comparing their mobile conversions from Nov - Dec 2015 (non-responsive design) to data from Nov - Dec 2016 (responsive design), they experienced an astonishing 921.95% increase in conversions and a 1,039.21 increase in revenue and could not have been more pleased. By going responsive and having the seamless user experience across all devices, Boss Bearing was able to capture a tremendous amount of sales from their mobile phone shoppers that they had been missing prior to updating their design.


Improve Credibility with Modernizing the Design

As we stated earlier, your online shoppers are judging your business simply by the look of your website design, so you want to be sure that you are putting your best foot forward and that your site looks fresh, attractive and professional. You may not need a full site overhaul, but a minor refresh of your design to bring it into today’s style.

Refreshing the look of your design involves keeping the same look and feel of the site and branding of your company, but using more up to date design aesthetics to stay with the times. When making design updates, you will want to remember that today’s online shoppers are less likely to spend a lot of time reading websites, so you will want to cut down on any cluttered, large text sections and simplify the design with high quality imagery. These are two quick and easy ways to modernize your website design, and can do wonders to make your site more attractive to potential shoppers. Another easy way to stay up to date is to check out what your competitors are doing with their website designs and see what trends are common in your industry. Making similar design adjustments will help you make sure you are on par with the competition.

It's important to note that an outdated looking site can give the impression that your site is not as safe or credible as one that is up to date. People may even think that you’re going out of business, and you definitely don't want that to happen!

Checkout how the refresh turned out for Fitness Finders. They wanted to keep the branding of the new design similar to their previous design so that their visitors wouldn't feel overly confused about the change. Keeping the same branding from the old design really helped maintain their credibility with their customers.


Improve the Organization and Navigation of the Site

Redesigning your site is the perfect opportunity to take advantage of restructuring your existing content and navigation. If it’s been a few years since your last redesign, review any data you’ve accumulated since then to influence your navigation structure and your homepage content. If there's a big interest in a particular product line or category, consider carving out a spot on the homepage to promote it so shoppers can easily navigate to its page.

Perhaps at the time of your last redesign you had a lot of categories, and therefore a left navigation was necessary. Now you’ve decided to consolidate your product offerings and have reduced the number of categories needed. If that is the case, it’s likely you will no longer need a left navigation, potentially freeing up your site’s content area to utilize more real estate. A redesign would be the perfect opportunity to restructure your navigation to reflect your updated business needs.

Navigation structure is crucial and it’s important that your navigation is appropriate for your business. Take Office Furniture Deals for example. Before their responsive redesign earlier this year, they were using a pretty hefty left navigation and had nothing but featured products in their homepage. With their redesign, they decided to move away from a left navigation and fill their homepage with relevant content to serves as entry points for visitors to easily navigate into interior shopping pages.


In the end, although your site may be doing it’s job, it’s important to remember that its appearance is critical and should be freshened up at least every couple of years. A popular design trend may feel dated and out of place with time, or maybe your business has grown and evolved, resulting in necessary structural changes. Revisiting your design on a regular basis and evaluating performance is recommended. As ecommerce continues evolving and opportunities for enhanced shopping experiences become evident, Volusion will gladly be here when you are ready to take the first step towards redesigning your site!