How to go from “Zero to Hero” with Website Revamp

Got a website you’re not entirely happy with? Worse still, your customers aren’t entirely happy with it either. They’re not converting – and they’re not really visiting anymore.  Here’s the thing, a poorly designed website can kill your conversions, and your whole company. The importance of a website for any business can’t and shouldn’t be…

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Got a website you’re not entirely happy with? Worse still, your customers aren’t entirely happy with it either. They’re not converting – and they’re not really visiting anymore. 

Here’s the thing, a poorly designed website can kill your conversions, and your whole company. The importance of a website for any business can’t and shouldn’t be underestimated.

But we get it, undertaking a website revamp can take up a lot of time, effort, and energy.  

Well, it doesn’t have to if you understand the key stages of a website revamp and stick to a plan. Moreover, once it’s done – it’s done.

Join us as we take a look at some website revamp best practices so you can take yours from zero to hero in one go.

Signs Your Website Needs a Revamp 

Before we get into the stages of a website redesign, let’s take a look at the signs which indicate that your website needs a revamp:

  • Your bounce rate is high – A consistently high bounce rate is one of the prime warning signs that it’s time to update things. It usually means that the user experience is poor and that your visitors are not finding the product or service they came on the website for. 
  • You’ve got technical issues – If your site is taking too long to load, looks horrible on mobile devices, or has any other big technical issues – it is time for a website revamp. 
  • Conversions are down – Let’s say that your bounce rate is actually pretty low, but your conversion rate is down too. While there can be many reasons for that (price, missing Call-To-Action, poor copy, etc.), one of those reasons is often poor UX optimization and website navigation. 
  • It’s old – If your website has not seen any major updates in years, it’s already fallen behind the latest trends and best practices. It’s time to give it an overhaul, even if the only thing you need is to bring the outdated website design to the 21st century. 

How to Improve Your Website in One Revamp 

Before you begin putting ideas into action, it’s a good idea to take a closer look at your existing data to help you take the next step. 

1) Assessing a Revamp: Dos and Don’ts 

The good news at this point is that you don’t have to overhaul everything on your website (phew!). 

In fact, there’s a very good chance that there are a number of things that are already working rather well, and which can either be left untouched or just tweaked a little.  

However, this is the time to concentrate on things that need to be changed. It’s a good idea to create a list and make a note of what’s working and what isn’t. To help you figure this out, a good place to start is tools like Google Analytics and dynamic heatmaps

  • Google Analytics – This powerful, free tool gives you insights into which pages perform better than others, which ones have higher bounce rates, and which ones lead to more conversions. Aside from that, GA can give you an in-depth insight into who your target audience really is and how are they finding you online.
  • Heatmaps – Heatmap tools are here to give you answers that GA can’t. While GA can tell you where the visitor has come from and how long they stayed on a particular page – it can’t tell you what they were (and weren’t) looking at and how they behaved – but heatmap tools can.

Review your target audience
Target audiences don’t always stay the same. For website revamp best practices, reengage with yours so that you know who you’re aiming your website at. 
Go back to the drawing board and create new buyer personas that firmly outline what your target audience looks like today. Knowing what they like/dislike will allow you to redesign your website in a way that will have a higher chance of striking a chord with them and get them engaged. 

Perform a content audit
If your business model depends on monetizing your organic traffic, this is a perfect time to perform a content audit. This will give you insights into your best performing posts so that you can decide which type of content to focus on, and which type of content to either drop altogether or at the very least, modify.
A content audit will also highlight your content gaps, which is especially important if you are putting (or plan to put) a lot of effort into content marketing. 

Perform an SEO audit
Last but not least, it’s important that you conduct an in-depth SEO audit. Since you plan to do a big website redesign, it is only logical that you want to end up with an SEO optimized website. 

2) Create Your Website Revamp Checklist

Armed with the data and knowledge gathered from your research, it’s now time to put together a website revamp checklist. This is a to-do list based on your analysis from the previous steps. 

Of course, this will differ from case to case That being said, we will cover things that usually end on this to-do list.

To do #1: Overhaul your content marketing strategy
Content continues to be important for the success of your website, but it could well be that a poorly planned and executed content marketing strategy was the reason your bounce rate was high in the first place.
Take another look at your target audience and use the information you’ve gathered to create more content that hits the spot with them. You can use tools like BuzzSumo, Quora, and Answer the Public to help you understand what type of content you should be producing more often.
Then, put together a stronger content marketing strategy going forward so that you start to pump out regular content that boosts your conversions. 

To do #2: Pick the right host 
Revamping your website into something you can be proud of is a great feeling. However, one technical difficulty is enough to ruin the user experience. Review if part of your current issues is related to your hosting provider. 
If that is indeed the case, just switch your hosting – there are plenty of affordable web hosting providers you can choose from.

To do #3: Focus on brand consistency 
A key element of your website revamp strategy must be brand consistency. If you lose this, you will lose out because customers look for brands they recognize and can connect to.

Source

 Therefore, it is important that your fonts, typography, logos, color schemes, and images are consistent across all your pages, and that they stay consistent beyond your website too – from email and social media to business cards and brochures. 

It’s important to remember that your branding doesn’t have to be loud and eye-catching. It can be simpler and understated – as long as it matches your brand personality.

Developing a strong brand identity can only help you to build a better relationship with your target audience.

To do #4: Optimize for Search Engine Optimization (SEO)
You have probably already read countless articles about the importance of SEO, so we are not going to drill you with that. You know it is important and should be a part of your website revamp strategy.

To do #5: Improve the user experience 
One of the most common reasons why a website performs poorly and needs a revamp is that the user experience is awful – be it because the website is too colorful, too cluttered, too difficult to navigate, takes ages to load, features broken elements, and so on.
Don’t fall into the temptation of cramming every single inch of your website with copy, images, and content. Instead: 

  • exploit whitespaces in order to make the prospect feel more relaxed and at ease
  • take the time to organize your pages so that it’s easy for your customers to get from A to B easily
  • use gathered data to optimize your CTAs (for example, heat maps can tell you if people are getting distracted by other elements on your page when they should be focusing solely on your CTA)

Be it your blog, featured pages, or landing pages, make sure you apply web design principles that work.

3) Execute the Website Revamp Strategy 

It is time to get to work. Do what you know you can, outsource what you can’t – don’t half-ass things just to save a few bucks – you will just end up needing another revamp a year later.

You could begin with a soft launch and gather some feedback first. That way, you won’t waste unnecessary time on a total website revamp that hasn’t quite worked.

Make sure to test, test, and test. This includes testing your site speed using Google PageSpeed Insights, the navigation of your website, and its mobile readiness. Test on different screens to see how things work and function, and cover all the bases. 

Ask friends and colleagues to test the website too. It is always a good idea to have some fresh eyes that were not a part of the revamp process. 

Website Revamp Examples 

Before we go, let’s take a peek at a few websites revamp examples to showcase visually what you need to aim for. 

Here’s Rev’s before website:

Website Revamp Example #1- Rev

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And here’s the new look:

Source

The before website looked dated with its retro graphics, while the latest version looks modern, crisp, and clean. The font is much improved and bang-up-to-date with audience expectations. They introduced simple animations that give more dynamic to the page, but are low-key enough so as not to distract from the CTAs. 

Website Revamp Example #2 – ATW

Here is ATW’s before website:

Source

And this is their after version:

Source

The above is a good example of a simple revamp which aim was to replace an outdated look with its modern counterparts. Just by looking at these screenshots, you can see that this now looks like a legitimate business website and not somebody’s blog from 1999.

Conclusion 

The next step is to solidify your own website revamp strategy using the advice in this article and get to work. A website revamp doesn’t have to be super time-consuming. If you can get the right team on board, you’ll soon be well on your way. 

Once it’s done, you’ll have a fresh and clean website that pulls leads in, instead of turning them away. Then, it’s just a matter of consulting your analytics for polishing tweaks that will ensure you keep moving in the right direction. 

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Break-Down Of Ecommerce Product Page Design That Sells

A visitor lands on your website and wanders about the various category pages, and then clicks on a product. It’s the moment of truth, and you ought to have well-designed ecommerce product pages to increase the stickiness factor. You need to make sure that the page is neither too simple nor stuffed with too much…

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A visitor lands on your website and wanders about the various category pages, and then clicks on a product. It’s the moment of truth, and you ought to have well-designed ecommerce product pages to increase the stickiness factor. You need to make sure that the page is neither too simple nor stuffed with too much information. Since visitors cannot touch, feel or even wear your products before purchasing, it is your product page’s design and content that determines whether or not a visitor turns into a buyer.

Many ecommerce marketers swear by CRO as the most effective means to increase their online stores’ conversion rates. To figure out which design works best for them,  marketers use heatmaps, A/B testing, form analysis, and so on to gather visitor behaviour data and make changes to pages accordingly.

To help you begin, here is a checklist of industry best practices that can help you master your ecommerce product page designs, and ultimately increase conversions:

1.Use big and clear images: Research has it that content that is supported by relevant photos gets 94% more views than content that is not.  This figure holds even greater significance when it comes to ecommerce product pages. 

  • The image on your product pages visually communicates the details of your product to visitors. Therefore, one of the main ecommerce product page best practices is to use an image that is high-resolution and zoomable and place it above the fold. Plus, using multiple photos clicked from different angles to give visitors the overall look of products added an extra edge.
  • Images have a huge impact on the usability and overall UX of the website as well as increasing conversions and sales. For product page photos, you should be mindful of download time. You need to keep in mind that not everyone has a super-fast. An Internet connection and that high load time can negatively affect the bottom line.
  • Leverage visual commerce – connect closely with your customers by asking them to share photos of them clad in your products, on your website. This would help both as social proof as well as will influence and inspire others to buy.
  • Larger product photos have worked for brands like Hyundai, who used VWO to run a multivariate test and increased requests for test-drives by 62%. Small product photos, on the other hand, can repel the user off. For example, this vacuum cleaner image only makes the page, and the website as a whole, look unprofessional and non-credible.
Images on product pages on ecommerce store

2. Add prominent call to action: If you make a list of the most important elements in eCommerce product pages, the call-to-action (CTA) button would be right up there:

  • A CTA could be an add to cart button or a buy now button, or anything else. It has to be easily recognizable and should compel the visitor to act.
  • Different colors denote different things across different cultures. When deciding on color, keep in mind two things. Firstly, whether that color triggers the emotion in your target audience that you are hoping for. And secondly, how does it contrast with the color scheme of the rest of the page. Ideally, you want the CTA to stand out so that it grabs customer attention.
  • When deciding on the text, keep in mind that certain words mean different things in different countries. For example, see how Amazon changes the CTA text on its US and UK websites to adhere to the local flavor:
CTA Button Text With Add To Cart On Amazon US
Amazon US Page
CTA Button Text With Add To Basket On Amazon UK
Amazon UK Page

3. Ease navigation between pages: Use breadcrumb navigation to let users know where they are. Breadcrumb navigation helping visitors understand the product hierarchy as well as navigate to other areas of interest. They are also known to reduce bounce rates.

Breadcrumb Navigation For Movement Between Pages

4. Create urgency: Another eCommerce product page best practice is to enforce the scarcity/urgency principle – products that are selling out fast can make users convert quicker. Here why scarcity is one of the most effective conversion strategies: Airlines often follow the scarcity principle to sell their last few tickets. The takeaway? Don’t give your customers unnecessary time to mull over the purchase. Create a sense of urgency to make them act instantly.

Your scarcity/urgency weapon could be the last day of an offer, last 2 hours of free shipping, or last 3 items in stocks. Create your own arsenal.

Limited Stock Alert on Amazon.in To Create Urgency

5. Jazz it up with videos: Remember that customers can’t touch or feel your product, and a demo video is one of your best bets at displaying it in all its glory. A nicely done video can have a huge recall value, and instructional videos assume even greater importance when you are trying to sell something rather complicated.

Stacks and Stacks found that those shoppers who saw videos on its product pages were 144% more likely to add a  product to their cart. For the number-hungry, here are some interesting stats on why product videos can no longer be ignored by ecommerce stores that want to keep going strong in the existing market situation.

6. Compare Prices: If you are offering awesome discounts, show them the numbers. If you are not offering awesome discounts, still show them how much they will end up saving on a purchase from your site. Always, give a comparison of the actual price and the discounted price. Show both the percentage saving as well as the actual saving made on the purchase. Different customers are induced by different messages.

Comparing Prices on Product Pages On Amazon

Don’t give your customer even the slightest chance to leave your site to check out prices at other stores. Position the pricing details as well as other information that can trigger the buying decision close to your CTA. Trinity Insight understood this and increased sales for its client Taylor Gifts by arranging all relevant information in one section on the product page.

7. Add trust badges and customer reviews: 

Different Types of Trust Badges For Ecommerce Stores

Online frauds are on a rise. It is therefore imperative for ecommerce websites to establish credibility and trust with their customers.  Adding a small message of guarantee, highlighting social media mentions, or displaying safety logos or trust seals can boost conversions and customer’s confidence in your online business.

Take Express Watches (a UK based online watch retailer) for example., who ran a simple A/B test, changing the message on the image from  ‘Never Beaten on Price‘ to ‘Seiko Authorized Dealer Site‘. And, do you know what happened? It registered a whopping 107% increase in sales! You will find more interesting facts and figures on online security on that post.

Apart from trust seal, customer testimonials and reviews also play an important part in the purchase decision:

  • According to YOTPO’s report titled ‘The State of eCommerce: Yotpo Benchmark Report’,  conversion rates of reviews shared by consumers on social media are as follows: 5.3 times higher for LinkedIn, 40% higher for Facebook, and 8.4 times higher for Twitter.
  • According to BrightLocal Local Consumer Review Survey 2015, “91% of 18 to 34-year-old consumers trust online reviews as much as personal recommendations”.

Ask people to rate reviews. This ensures that the most helpful reviews rise to the top.

8. Keep The Stock Meter Updated And Prominent: If you are running low on stock, don’t wait till the check-out page to break this news to the customer. That’s a  sure-shot way of being at the receiving end of expletives that never find verbal expression.

Example of Sold Out Product Of Google Nexus 4E960
Image Credits: Google Nexus – Kogan

Your product page should correctly inform the visitor if the product is available or not. When the “Not-in-stock” information is out there in the open, visitors have the choice to move on and look for alternatives. But if you wait to inform them while they’re filling in the credit card information, it’s almost certain they’ll abandon the cart and move elsewhere, and possibly never return.

9. Write Crisp And Informative Product Descriptions: The best ecommerce product descriptions create an impression at once. They communicate value, get people excited, and make them switch from visitors to customers instantly. Keep product descriptions short and make sure to include important keywords so that the page ranks well in search engine rankings. A high converting description is not just appealing but also offers complete information and answers the following:

  • Who is the product for?
  • What is the product used for?
  • How does the product work?
  • What sets it apart?
  • Why should visitors purchase the product?
  • Why should visitors purchase the product?

Apart from answering these questions, your product descriptions should also be written keeping in mind the following tips for it to be conversion worthy:

  • Speak to your target audience: Should your voice be serious and formal, or casual and funky? Should you emphasize the technical aspects of the products in your descriptions or concentrate more on its aesthetics? Understanding the main considerations of your customers is most crucial to make them relate to your descriptions, and buy your products.
  • Bridge the gap between features and benefits: A feature is essentially a fact about your product or offer. The benefit mainly answers how a feature is useful for your customer. Tell them exactly “how” a particular feature is useful for them, and “why” they should make this purchase.
    Product descriptions that bridge the gap between features and benefits can lessen buyer’s guilt and ease the buying decision. For example, mentioning that a certain 100% organic cotton shirt is sweat-free and anti-allergy justifies its high price.
  • Rely more on verbs: Verbs are much more compelling than adjectives when trying to convince a person of something. Consider these:
    This cute, little sleeping bag is perfect for your one year old baby.
    Or,
    This bright sleeping bag gives your baby plenty of room to kick and wriggle without the worry of getting tangled in layers of bedding. He will never wake up cold having kicked his bedding off. Your baby will feel safe even in unfamiliar surroundings.
    Which one sounds more compelling? Decide for yourself!
  • Use jargons only when talking to sophisticated buyers: Excessive jargon that your customers do not completely understand can lead to confusion. It is best that you avoid it because if they don’t understand it, they won’t buy it.
    But probably, you want to include the jargon because you think that it makes you come across as an expert. And you’re right. Using jargon adds to your credibility. This is especially true when you want to cater to sophisticated audiences.
  • Borrow from your ideal customer’s vocabulary: Joanna Wiebe, the Founder of Copy Hackers, mentions in one of her articles: “Don’t write copy. Swipe copy from your testimonials.”

In the article, she explains how she swiped the exact words from a customer testimonial for the headline, which increased conversions (click-through to the pricing page) by 103%. Here’s the testimonial that she used:

An Example of a Customer Testimonial

And, this is the winning headline that swiped words from the above testimonial:

Winning Headline On Keep&Share

Conversion experts swear by this technique and you can easily use it to write high-converting descriptions. It’s all about matching the conversation in the minds of your prospects.

  • Check for Readability: 
    • Use short or broken sentences: Yes, you got me right! Your English teacher in school probably didn’t approve of broken sentences. But this is no academic writing. Your sales copy or description should be about what is easier to read. If reading feels like a task to your customers, they will ignore your descriptions, eventually plummeting your conversions.
    • Use bullet points: Most users scan pages on the Internet. They do not read word-by-word. Get them to notice the important points by listing them in bullets.
    • Use larger and well-contrasted font: It’s annoying to read gray text on a white background, especially if it’s written in smaller font size. Make sure that your font color easily stands out on the page, and that your font size and type is easily readable for your target audience.
    • Don’t make your visitors squint their eyes to read your text and they will happily read more – provided your words make sense to them. Otherwise, they might just say “Chuck it!” and move on to some other website.

Don’t restrict the product copy to cold facts and standalone impersonal sentences. Of course, you need to tell your potential customers everything they need to know about the product being sold on your website. But since you are addressing real people and not aliens, do it in a manner they speak and understand.

10. Make The Size Selector User-friendly: Size is one of the major deciding factors for anyone who comes on your website to make a purchase:

  • For people across the globe, the definition of small, large, extra large varies. Give them a size selector along with a size guide that will tell them the measurements in inches and centimeters.
  • The placement of the size selector also matters. The best placement is right below the product and description. Use a pop-up size selector that appears while a user is hovering over a product image. 

11. Help Users Explore and Purchase Related Products: As a business owner, you want the user to purchase add-ons, related products and accessories of the products they buy. One way to achieve this is to provide good options for up-selling and cross-selling on the product pages. Good suggestions for similar products not only improve the browsing experience but also aid in product exploration.

12. Clearly Enumerate Shipping and Return Policies: Don’t keep your customers in the dark when it comes to shipping charges. In an ideal world, a customer won’t want to shell out any money on shipping. But if you must charge them, be honest about it and don’t try to sneak in the expenses in the checkout stage. Your customers will be mighty annoyed, and abandon the cart as well as your hopes of optimizing the checkout. Be clear on the return policy as well. Do they have 10 days to return the product, an entire luxurious month, or no such privilege at all? Spell it out clearly and leave no room for confusion.

13. Enable Live Chat: You might think you have made your product page as user-friendly as possible with all FAQs answered, and have left nothing to the imagination of your users. But you never know. There’s no harm in investing in a live chat feature to enhance the customer experience. Here’s an infographic that gives some interesting statistics about the usage of live chat by online consumers.

14. Keep A Check On Your Website’s Speed: So you are inspired and are thinking of embedding that high-resolution video, including multiple shots of your products, and introducing live chat feature. Great going, but so much fancied-up information might leave your product page overwhelmed. Don’t ignore the loading time of your page in the pursuit of new goals. 

Conclusion

People love ecommerce websites that speak directly to them. To be a successful ecommerce website, you need to understand what are your visitors’ expectations and then mold your website according to their needs. 

All the pointers above have been tried and tested by thousands of ecommerce stores. But that does not mean you implement each of these ideas without testing them first on your own website. Every ecommerce store is different with a different set of the target audience, products, and specializations, etc. And if you just replicate what another store did without testing, your conversion rates are bound to suffer.

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