When you’re designing or redesigning an eCommerce website, what you’re looking to do ultimately is increase conversion. It’s not just about getting bored with an existing design or wanting to change it to be more on trend with other websites in the field. If you’re already performing well with your existing Magento site, you’d be mad to change the good bits. That’s why it’s worth testing to find what already works and what needs improving.
Statistics show almost half of website redesigns result in a decrease in site performance. It’s true. What’s more, nearly 40% of redesigns bring about a decrease in conversion rates. Figures like this are compelling when you think of how this translates into profit and loss.
That’s why it really is worth finding out which elements are the right ones to tweak, before embarking on any changes. The only way you’re going to find out for certain is to test. Start by finding out which pages have the highest traffic and the highest bounce rates. You could also look at heat mapping to discover which areas of the page visitors are most interested in. Consider the path visitors take through your site to understand their rationale; if they tend to search for products according to colour schemes rather than sizes, it would make sense for you to organise the site this way too.
Make sure any eCommerce redesign is backed up with intelligent decisions about the business benefits you’re expecting. Even if the site has already launched you can still carry out testing as you make further improvements. Carry out multivariant testing to trial several elements at the same time.
Give it a go. Consider 3 or more areas that could possibly do with improvements and work on creating a more intuitive design for your customers. Test over weeks rather than days to gain the most useful information and you’ll be armed with the figures you need to raise your Magento store conversion rates.