Web Redesign Crucial to Online Merchants’ Bottom Line

01/16/2009

In this economic climate especially, it’s no surprise online retailers are paying attention to the bottom line. And, while they realize that a “pretty or good-looking site,” is important, they are paying close attention to other key factors that make a site successful. In a recent Internet Retailer survey, the report showed that advanced customer features like reviews and video are being added. Online marketers are also paying more attention to search engine optimization to drive traffic and sales.

By paying as much attention to the infrastructure and customer experience of their sites as the aesthetics of it, almost 82% of merchants said they expect their redesigns to increase visitors and shoppers.

Site Redesign by the Numbers

More retailers are updating their sites. Following is what Internet Retailer found:

New Design in the Last Year: Almost 50% of those surveyed had redesigned their site in the last year. Of those, approximately 27% had done so in the last six months.

Improved Customer Interaction: 40% reported having a faster checkout than before the redesign.

Improving SEO: Almost 73% of those surveyed reported that site optimization was a “top priority” for them. A bit more than 47% said that they had improved their site’s search.

The Emerging Importance of SEO for Online Marketers

The fact that Internet marketers are realizing the importance of SEO means that a lot of them are finally starting to “get” what online marketing is all about – and how profitable it can be for their bottom line.

In the early days of web marketing, a pretty site with a flashy design was enough to hook many consumers. Nowadays, online shoppers are savvier. They want a sophisticated, integrated shopping experience. This means customer reviews, personalized product recommendations, product ratings, etc. All of this helps them make an informed buying decision.

Experts cite that online marketers don’t need to reinvent the wheel when they undergo a redesign. What they need to focus on is providing unique features that enhance the customer shopping experience.

How a Merchant Can Improve Their Next Site Redesign

Where many retailers miss the boat when they redesign their sites is not doing enough usability testing. To combat this, industry experts advise merchants to conduct frequent tests to see how customers are reacting to new design elements. Then, they can improve the redesign using customer data.

For more insight visit Web Design and Development