How do you redesign your e-commerce site? - Quable methodology

With the health crisis, online spending on FMCG products increased in 2020. According to the findings of our digital and e-commerce trends studyAccording to the findings of our Digital and E-Commerce Trends study, the e-commerce website is the most successful business channel for 53% of respondents, followed by physical shops and distribution channels.

This indicates the importance of the e-commerce site in the sales strategy of companies. Thus, the e-commerce site must be attractive to your visitors because it is the online showcase for your products.

If you are in one of these situations:

• You have an e-commerce site, certainly functional but with an obsolete design that does not sufficiently highlight your products,
• You have invested a lot of time in your e-commerce site but your conversion rate is low?

It's a good time to think about redesigning your e-commerce site. But where to start?

Step 1: Before the redesign, make sure you have addressed the strategic issues 

We've already talked about the importance of implementing a PIM before any e-commerce or IS redesign. The redesign of your site, which will impact your business on several levels, is the final step in this process. Indeed, getting off to a solid start means implementing a solution that enables you to consolidate and organize your product repository. This is where PIM comes in. This essential step will save you time when you come to the time-consuming task of redesigning your e-commerce site. 

Step 2: Define objectives 

An e-commerce redesign must be based on clearly defined objectives. To do this, ask yourself the right questions:

• Why should your company engage in a redesign process ?
• What are your short, medium and long term sales targets?
• Do you need to add extra functionality to your e-commerce site?
• What are your expectations?

These questions will give you a framework to guide your strategy and the different elements of the redesign.

Step 3: Analyse your SEO before redesigning your e-commerce site

SEO is a key element of your visibility on search engines such as Google. If the redesign involves changes to links, texts or redirects with broken links, this will have an impact on your positioning. For this, you can call in an SEO expert so as not to impact your ranking and lose what you have already built.

Step 4: Rethink the skeleton of your site

A redesign is a bit like a makeover. When you get a new haircut or a new style, you hear that it's a change!

With a new website, you want the same wow effect. This is possible, provided that the changes are well structured.

You are probably going to change the tree structure of your menu, the layout and content of the pages, refresh the product sheets with new images...all steps that require you to think about what you want to see on your new site.

Whether you choose an agency or decide to do this step in-house, both options involve designing every page of your website so that nothing is left out.

Step 5: Revamp your e-commerce site 

After defining the new site structure and content, it's time for the fun part with the new visual identity of the site. This phase leads you to ask several questions:

• Keep your logo, modify it or change it?
• Define a new graphic charter or build on the previous one?

 If you do not have the resources in-house, do not hesitate to call on a graphic designer who will be able to advise you and work with you on the visual identity that best represents your company.

Step 6: Analyse to optimise

That's it! Your site has been redesigned. It is now important to compare the performance of the old site with the new version in order to take note of areas for improvement. The analysis stage, which should be a recurring part of your strategy, is essential to optimise your website and offer a zero defect customer experience.

All you have to do is share the good news with your customers!