If you notice that your e-commerce store is not bringing in customers and sales, you might want to consider how it looks. Perhaps the web design needs sprucing up to provide an excellent user experience.
The appearance of your e-commerce website is essential.
For one, an unattractive-looking online store looks shady. Second, having obsolete website features will make it difficult for your customers to do what they want. And that is to buy your products.
That said, we have listed ten signs you should look out for to know if it is time to give your e-commerce website a UX redesign.
Your web design is outdated
When it comes to your website, first impressions are everything. So, when a user visits your site, what do they see?
Design trends change every two to three years, and if you recently haven’t changed your site, it’s most likely outdated, and you need a site redesign.
You can check the site of your competitors and note how they upgraded their design. Also, compare different UX designs with yours.
You can also ask friends or some of your customers about your site. Solicit for their honest opinion on how appealing your online store looks compared with other brands they’ve visited.
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It is not mobile-friendly
According to eMarketer, mobile e-commerce sales will make up 54% of the total e-commerce sales in 2021.
So, if your store doesn’t have a responsive design yet, and it isn’t easy to navigate on a mobile device, you’ll lose about half of your potential revenue.
Therefore, if you still haven’t made your site mobile responsive, now may be the time to do a complete e-commerce site redesign.
Your web conversions are dropping
Driving leads to your e-commerce site is excellent. But leads are just potential sales. And unless you can turn them into actual sales, it would not move the conversion needles.
After all, the true measure of e-commerce success is sales.
Sites that have a hard time generating conversions may be missing vital on-page elements. These are modules and features that can help with the conversion process.
And when we say “vital on-page elements,” this can include social proof, calls to action, compelling content, and more.
So, if your site isn’t converting, the odds are that they’re converting with your competitors. A low conversion rate can signal that it’s high time that your site needs a redesign.
You don’t have a one-click payment option
You want to purchase something from an e-commerce site, but the checkout process takes an awful amount of time. Would you leave or stay?
If you choose to leave, then that wouldn’t be a surprise. Many buyers tend to abandon their carts if the checkout process is too long or too complicated. Checkout is one of the most common web pages where customers bounce.
To solve this problem, you should expedite your checkout process as soon as possible. One of the excellent ways to streamline your checkout process is to offer one-click payment options.
One-click payments allow customers to save their payment information. That way, they do not have to fill out a checkout form over and over.
If you’re using other payment options such as PayPal or Apple Pay, there are also one-click checkouts.
To ensure that your customers are going through their lifecycle with ease, a great place to start is redesigning the checkout process.
Customers can’t have a wishlist
There are also times that customers found an item that they would want to buy but do not have the money to do so. As such, it would help if they can quickly add an item in a wishlist.
For one, doing so will not pressure them to add the item in their cart and checkout. That’s because clicking the “Add to Cart” button makes customers feel obliged to buy the product immediately.
On the other hand, a wish list is as the name implies. It is a list of items that they wish to buy once they have the budget for it. And to enhance this experience, you can send a push notification in case an item in the wish list is back in stock.
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Your bounce rates are high
If your site has high bounce rates, then it’s another sign that you need to make changes. Bounce rate refers to the number of website visitors who left your online store without viewing another page.
To know your bounce rate, you can always check your web analytics. There are also e-commerce platforms with built-in analytics dashboards. That way, you do not have to open another dashboard to see how your online store is doing.
Contrary to popular belief, there is no rule of thumb as to what is a good bounce rate. Nonetheless, the bounce rate is an indication that your e-commerce website has poor usability. This includes slow page load speed, thin product page content, and more.
As such, you should also look at your conversion rate. If you have a high bounce rate and low conversion rate, it means that your web design elements are not helping your customers buy your products. From there, check which among your pages has a high exit rate and start improving their UX.
If you are unsure how to reduce your bounce rates, these successful landing pages can inspire you.
There are web security concerns
Web security is one of the things many brands and companies are contemplating on whether they’ll do a redesign or not.
This is understandable, mainly because your site holds valuable and sensitive customer information. This includes their name, address, and banking details. So, it has to be as secure as possible.
Older sites have higher security risks. That’s because they are prone to vulnerabilities that hackers can exploit. And they are less likely to implement an HTTPS protocol.
Your page speed is slow
Do you know that even a two-second delay on your site can increase the cart abandonment rate to 20%? Usually, an outdated site can cause slow loading times.
When a site is outdated, it is usually due to old technologies, messy code, and poor optimization practices. That said, you should run your e-commerce website on Pagespeed Insights and follow their suggestions to improve your online store’s page load speed.
Your SEO performance is poor
If your website is losing rankings and you experience a steady drop in traffic, it’s an unmistakable sign that you need a site redesign.
SEO and organic traffic are growing in importance every year. That’s why you need to ensure that your site is optimized for search engines to rank well on Google and receive long-term organic traffic.
You can’t zoom the product pictures in
Because your customers shop from smaller screens, they might scrutinize a product photo through zoom-in.
Also, if full-size photos aren’t displayed on a new layer but are open on a separate page or tab, then this can be frustrating on your end.
You can also potentially lose customers because of these unnecessary redirects.
Over to you
There is no denying that UX is integral to your e-commerce website in more ways than one. That’s because your design elements can make it easy for your customers to buy products from your online store. Plus, UX and usability can impact your search engine ranking.
Listed above are some things you should watch out for to know if it is time to spruce up your e-commerce store. Because unless you spruce it up, you are less likely to see improvement in your sales.
On the other hand, your e-commerce website should have the following characteristics to be successful:
- Ease of navigation
- Fast loading time
- Cohesive UX design
- Compelling product description
- High-quality multimedia content
- Social proof
- Streamlined checkout process
- Clear returns policy
- Signs of website security
When you slowly get rid of the negative signs that can hurt your online store, you are one step closer to making your e-commerce site successful. And by “successful,” we mean attracting leads and quickly turning them into paying customers.