Have you looked at your e-commerce website lately? Do you like what you see? Do your competitor sites look better?

How about its performance? Does it load slowly? Do you struggle to add new tools or make simple changes? Are your sales or conversions declining?

If you answered yes to some or all of these questions, you may want to start planning for a website revamp.

Update Your E-Commerce Business If…

  1. Your site has poor navigation
  2. You’ve updated your brand
  3. You have trouble retaining traffic
  4. Your site is slow
  5. Your site isn’t responsive or optimized for mobile
  6. Some tools are outdated or missing on your site
  7. Your site’s security needs updating

Your website almost exclusively determines how your audience perceives your business. A survey by GoodFirms found that visitors leave websites for several reasons:

  • Slow loading time (88.5%)
  • Bad navigation (61.5%)
  • Outdated design (38.5%)
  • Bad content structure (34.6%)

User experience and content could make or break the time people spend on your site, leading to huge losses in online traffic or reduced sales conversions. This is why you should take a website revamp seriously.

Every word, path, and design element must work as hard as possible to keep them engaged and increase dwell time.

If you’re on the fence about revamping your site, below are seven reasons why you should get your redesign plans off the ground.

1. Your Site Has Poor Navigation

Your website may be pleasing aesthetically but its navigation may present a challenge for your audience as they access the site.

For example, Lykki offers too many drop-down options under each heading on its main menu, which reduces the likelihood of visitors finding what they need.

Lykki.com site
Source: Lykki

You want your audience to move about your pages easily without struggling to find what they need. Otherwise, they’ll leave your site for your competitors, and your business loses valuable leads.

Quick Tips for Improving Your Site’s Navigation

To make your site’s navigation easy to use and keep leads engaged on your site longer:

  • Test your pages to understand how people navigate your site and the struggles they face
  • Categorize different tabs on your site so it’s easier for people to find your information
  • Use generic headings that break multiple categories into subcategories for easier access
  • Add smart content filters to provide a seamless user experience

2. You’ve Updated Your Brand

If you updated your brand recently to adapt to current business and market trends, you should update your site to match, otherwise:

  • Your site won’t reflect your business accurately
  • People may not recognize your brand
  • You could lose quality leads

If you changed your business strategy or launched new products and services, your site should reflect that so you don’t lose customers to the competition.

This is particularly important if you know that your people visit your site before calling or writing you an email request.

Update your site’s design and visual elements so it’s more appealing visually to your audience and reflects the current state of your business.

3. You Have Trouble Retaining Traffic

tablet and pen on the table
Source: Pexels

If people leave your site soon after they find it, you may need to revamp it.

You want people to stay on your pages ― not leave soon after finding it. A modern, up-to-date design builds more interest in your site and impacts how your audience interacts with your business’s page.

Plus, it helps you decrease your bounce rate, and can convert traffic into leads.

Quick Tips For Retaining Traffic on Your Site

  • Add calls-to-action (CTAs) that convert visitors into leads and customers
  • Use landing pages that inspire people to learn more about your brand and what you offer
  • Ensure your site’s look and feel matches your brand’s voice and speaks directly to your audience
  • Your site exists to grow your customer base so that your traffic data should show you’re trending toward that goal

4. Your Site Is Slow

People like fast sites. They want to access information easily and quickly. If your page loads slowly, you may lose your leads to your competitors.

A slow-loading website increases the probability of bounce, and your visitors are more likely to abandon their shopping carts ― which affects your revenue.

Aspects of Your Site that Slow It Down:

  • Unoptimized images: If your images are too large, have undescriptive file names, and lack alt tags, they’re unoptimized and can slow down your site.
  • No content delivery network (CDN): A CDN helps users connect to your site faster by serving it to them based on their location. Plus, it speeds up the communication between your browser and server for your site to load faster.
  • High traffic and low bandwidth: Your site can only take in so many visitors before it slows down. Low bandwidth means slower load times, which is detrimental to your site’s traffic.
  • Multiple page elements: Images, videos, scripts, stylesheets, and other elements affect your page size, in turn impacting your site’s load times. More elements mean slower page loads and a slow website overall.
  • Too many third-party ads: Ads also take up lots of space, resulting in a slow website. They’re also annoying to your visitors.
  • Unreliable hosting service: Your web host serves your site to your visitors. An unreliable hosting service means slow load times, which could cost you customers.
  • Too many share buttons: You want people to quickly share your content on social channels. However, each button is a plug-in, meaning they pull data from their sites each time visitors use them, eventually slowing down page load times.

Quick Tips to Help Speed Up Your Site

These small nuances can bog down your site, but you can revamp your site and optimize it to run faster by:

  • Testing your site’s speed to make sure it loads within 3 seconds
  • Compressing your images and converting them to JPGs that are smaller and load faster
  • Getting a CDN for your site
  • Contacting your site host to update your plan and increase your bandwidth to accommodate high traffic
  • Performing analytics on your site to see what users view and click on and then reduce size and number of elements on each page
  • Limiting third-party ads to one or two per page
  • Investing in a reliable hosting service that guarantees fast load time
  • Only using social sharing buttons for high-value social networks that generate many shares.
  • Hiring a professional to optimize your site and ensure it loads in no time

5. Your Site Isn’t Responsive or Optimized for Mobile

Mobile-friendliness is crucial today. Why? Because mobile accounts for half of web traffic globally.

Jason Sherman, founder of TapRm, notes:

“Searching near me is becoming the tried-and-tested method people use to find products or services in their geographic area. Many of these searchers are on their mobile devices, looking for near-me-now products, which makes optimizing your website for mobile crucial to rank high in local search results. Google’s algorithms factor in the user experience of websites when ranking them in search results. A better user experience (UX) for mobile users requires a responsive design that helps your pages render properly on smaller screens and make them load faster.”

How do you know your site has a nonresponsive design? When you try to access a desktop site on mobile and find yourself zooming in and out to read the information.

If your site isn’t adapted for mobile users, it’s due for a revamp. You can use either of two main frameworks or approaches:

  • Responsive design: One version of your site that adapts automatically to a user’s screen size
  • Adaptive: Configures your site’s design to be built specifically for each device class
Responsive design illustration
Source: Cleveroad

Both approaches result in sites that are optimized for user experience on a variety of screen sizes.

However, responsive is faster and cheaper, although a slight mistake in padding or image sizing can impact UX, especially on smaller screens, while adaptive is costlier in the short and long-term.

If you’re in a dilemma, see our guide on the best e-commerce platforms, which are optimized for mobile shoppers to visit and stay on your site.

6. Some Tools Are Outdated or Missing on Your Site

Compare your site with the competition. Is it like most out there or is it still built in old technologies that make it hard for users to read or access on their devices?

Perhaps it’s running on third-party tools that you’ve not updated in years so they aren’t up to modern functionality standards. Nothing drives customers further away than tools that are outdated or don’t work correctly.

Before replacing or removing some tools, find out:

  • How the tools work
  • Whether they slow your site speed down
  • If new and improved versions exist

Your site may also be missing some advancements that your competitors have.

Examples include integrated advanced search engines, personalization technologies, location-based services, augmented reality (AR) or artificial intelligence (AI) technologies, and more.

By upgrading to more modern tools and bringing all the bells and whistles you need on your site to the table, you’ll:

  • Appeal to your visitors
  • Convert them to leads
  • Survive in a competitive industry

7. Your Site’s Security Needs Updating

People use their personal details and card information online, so they prefer stores that prioritize security and protect them from data breaches.

Sadly, 53.5% of sites have inadequate security.

If your site doesn’t load on HTTPS, you could pay the price for overlooking this important feature and potentially turn off users to your brand for good.

Invest in a secure and reliable hosting service that provides secure sockets layer (SSL) certificates, protection against attacks, firewalls, payment gateways, CDNs, and more.

Olivia Tan, founder of CocoFax agrees:

“There are certain times when there’s fear of operating an e-commerce platform due to inadequate security but a revamp is very necessary. Otherwise, it costs more funds to rebuild your site after a breach.”

Next Steps

Just as brick-and-mortar store merchants make minor improvements each year, you should revamp your online shop to align it with your overall business strategy and meet your audience’s needs.

It’ll take money, time, and effort, but your business benefits from better conversion rates, improved rankings, and success.

Some quick tips:

  • Don’t burn the old site down ― make functional modifications so that your site works better
  • Revamp with your customers in mind
  • Clean up any clutter so your site is accessible and works for all users
  • Make updates at intervals so you can tell which one is attributable to your website revamp vs. the changes in other metrics

Your website is one of the fundamental pieces of your marketing strategy. It’s essential to keep up with the changes you need to make to keep it viable.