The best way to Redesign an eCommerce Website With out Dropping Visitors

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Having a contemporary search for your on-line retailer web site can increase person expertise, improve visitors, and even drive extra conversions. Nonetheless, most retailer homeowners are cautious of redesigning their eCommerce web sites as a result of worry of dropping visitors.

You don’t should be anxious. So long as you could have adequate backups, evaluation all of your content material, and take a look at rigorously, you’ll be able to keep away from dropping visitors and gross sales throughout an eCommerce web site redesign. 

Hold studying to seek out out precisely find out how to do it. It doesn’t require an enormous price range or extremely specialised expertise, simply endurance, diligence, and a few web optimization information.

Let’s bounce in!

1. Create a Backup of Your Retailer

A web site backup is a replica of your web site that you need to use in case your unique web site will get destroyed or hacked. 

It’s important to create a backup of your web site. In case one thing goes mistaken, you’ll be able to restore to the practical unique. You need to again up:

  • Theme recordsdata 
  • Plugins 
  • Databases 

So, how do I create one? 

Backups might be created manually or routinely. 

  1. Handbook backups. Handbook backups are created by copying the recordsdata out of your web site onto one other location in your pc or server. You’ll want to make use of FTP software program and connect with your web site by way of FTP (file switch protocol).
  2. Computerized backups. Computerized backups are created by software program that screens adjustments to your web site recordsdata and routinely creates backups when wanted.

For instance, you’ll be able to merely use a plugin software like Acronis Cyber Backup and observe the directions. As you’ll be able to see, the plugin has all of the assist wanted to make use of it.

Acronis Website Backup tool

However in case you desire to do it your self, you want to begin by opening cPanel. cPanel is a characteristic accessible on most webhosting platforms that permits you to create a guide backup. 

find backup in cpanel

To take action, merely navigate to the “Recordsdata” part in cPanel, choose “Backup Wizard,” select the vacation spot to your backup, and enter a legitimate e mail deal with. 

Utilizing an e mail checker, you’ll be able to confirm that the e-mail deal with you enter is legitimate, and you’ll obtain an e mail notification containing the backup obtain hyperlink as soon as the backup is prepared.

What when you have a Shopify retailer? How will you again up your Shopify retailer? 

The best way to Do a Shopify Retailer Backup 

Shopify allows you to again up your retailer in two methods. 

First, you need to use an app from the Shopify App Retailer. Apps like Rewind Backups and BackupMaster are fairly standard for this objective. They supply automated backups alongside different options, however they’re subscription-based providers, so that you’ll have to pay month-to-month for the providers.

The opposite choice is to again up your retailer manually by way of CSV recordsdata. You need to use this to again up information akin to merchandise, prospects, orders, monetary information, low cost codes, and reward card codes.

Merely click on on the info you need to again up (from the menu on the left, as proven beneath), then click on “Export” from the subsequent window.

how to backup shopify store

A brand new window will pop up asking for extra data, like whether or not you need to export all merchandise or present merchandise solely. Tick the related bins and click on “Export Merchandise.” You’ll get a backup as a CSV file.

Moreover the info, it’s also possible to again up your Shopify theme by downloading it in these three steps: 

  1. Log into your admin account and go to “On-line Shops,” then “Themes.” 
  2. Click on “Obtain Theme File.”
  3. You’ll obtain the theme in your e mail as a .zip file.

2. Overview Your Present web optimization

web optimization information is essential to retain. The web optimization information will aid you evaluation your new web site’s efficiency in comparison with the outdated one, serving to you make knowledgeable tweaks. So, earlier than you redesign your on-line retailer, ensure you accumulate all of your web site’s web optimization information. 

Right here is how to try this: 

  1. First, open the Google Analytics monitoring software to export the record of top-performing pages and content material. 
  2. Then, you want to observe your key phrase rankings utilizing your key phrase monitoring software of alternative. 
  3. As soon as the info is downloaded, you have to retailer it securely for future reference. 

You additionally have to evaluation your web site velocity and uptime. 

Retailer Pace 

Customers need web sites to load shortly. In case your web site is sluggish, you’ll lose visitors. Google’s PageSpeed Insights is a good software for checking your web site velocity. Examine your velocity earlier than the redesign, and once more after the redesign. In case your web site has gotten slower, you’ll need to deal with this. 

page speed test

Professional Tip: You too can use the free Benchmark Hero app, which can audit your retailer’s velocity and technical efficiency, together with procuring expertise, trustworthiness, and advertising in opposition to essentially the most vital eCommerce manufacturers in your area of interest.

Retailer Uptime 

Uptime can also be important. Uptime is the metric that determines how typically your web site stays up. In case your web site goes down steadily, you’ll lose visitors. 

Top-of-the-line methods to treatment poor uptime is by selecting a dependable internet host supplier. Examine the typical uptime to your internet host supplier. An uptime of 99.9% is fascinating. So, in case your present internet hosting supplier is struggling to present you such uptime, take into account switching to a different answer. 

Shopify presents the same uptime assure (99.98%) to its customers. Nonetheless, you need to use a software like Uptime to watch the uptime of your Shopify retailer. This software will provide you with real-time updates at any time when your retailer or third-party apps break.

Bonus Content material: Shopify web optimization: The best way to Get Your Shopify Retailer to Rank #1 on Google

3. Retain the Outdated Content material and Retailer Construction

When redesigning your eCommerce web site, keep in mind that the outdated content material and construction nonetheless have worth. 

It helps with web optimization for key phrases, hyperlinks, and different alerts to find out how probably a retailer or product web page will probably be related to the search phrases a person entered. It additionally helps with model consciousness, since consumers count on to see the identical content material as earlier than.

Google’s algorithm considers the URL construction and the web page content material when deciding which pages are most related for every search time period and key phrase question. 

So even when a few of your outdated URLs present up elsewhere in your new web site than they did earlier than (like possibly on totally different pages), Google will nonetheless take into account them legitimate hyperlinks and go alongside visitors accordingly.

However you have to additionally watch out about how a lot of that outdated content material you retain. Take into account how a lot duplicate content material is on every web page and whether or not you’ll be able to merge them right into a single web page with complete data. 

Let’s say your on-line retailer is concentrating on the key phrases “males’s exercise sneakers” and “males’s train sneakers” on totally different pages. Over time, these pages could wrestle to rank on Google Search outcomes. That is normally as a consequence of key phrase cannibalization. 

We see key phrase cannibalization quite a bit throughout SaaS content material manufacturing. It may be an excellent greater drawback within the eCommerce business, contemplating on-line shops normally have lots of to hundreds of product pages. You actually need to maintain an in depth eye on this, as it could actually harm your rankings. 

You also needs to maintain any photos which were optimized for web optimization in place. That can maintain them from being penalized by Google as duplicate content material, since serps had already listed them earlier than the redesign.

Overview every web page and guarantee there are not any damaged hyperlinks or lacking photos on every web page (if there are, repair them earlier than transferring ahead).

4. Do an On-Web page Content material Evaluation

After getting accomplished your on-line retailer redesign, it’s a good suggestion to research your on-page content material. Content material contains all of your retailer pages, touchdown pages, weblog posts, and product pages. 

You can additionally take this chance to improve a few of your content material utilizing web optimization software program. Or by utilizing a software like Hyperlink Whisper to make sure all necessary pages have inside hyperlinks. Inner hyperlinks are essential to make sure no necessary pages find yourself being “orphan pages” (pages that aren’t linked to from every other webpages on an internet site).” 

Other than the fundamentals, listed below are some issues to remember:

  • Duplicate content material 
  • Key phrase cannibalization 
  • Decayed content material 
  • Natural CTR evaluation
  • Content material relevancy 
  • Archiving 

Let’s take a more in-depth take a look at every. 

Duplicate Content material 

You need to guarantee there isn’t any duplicate content material, as this may have an effect on web optimization rankings. This implies writing distinctive product descriptions for every product web page. You additionally need to maintain an in depth eye in your URL construction to make sure they’re constant and clear. 

For instance, serps might even see “www.petstore.com/product/” and “petstore.com/product” as duplicate content material. 

To keep away from this, we advocate utilizing canonical tags to point out serps your most popular URLs.  

Key phrase Cannibalization 

As talked about earlier, ensure you’re creating inside competitors between your webpages. This implies creating distinctive content material for every web page.

Decayed Content material

Decayed content material refers to content material that used to carry out properly however now not does. The shift in efficiency might be as a consequence of many issues, like key phrase cannibalization, duplicate content material, and a shift in search intent, amongst others. 

To repair this subject, you’ll have to audit the web page and presumably replace it. For example, it’s possible you’ll have to replace the product description with new data to clean up the web page. 

If the trigger for the decay is duplicate content material, you’ll have to create distinctive content material for the duplicate pages or merge them into one optimized web page. 

In the meantime, a shift in search intent might imply that Google stopped rating product pages concentrating on “males’s trainers” and began rating “better of” articles, for instance. In such a case, you’ll need to create a weblog put up to extend your probabilities of rating for that search time period.

Natural CTR Evaluation

A web page can rank excessive however nonetheless undergo from a poor CTR. It’s essential to research this metric. To enhance your retailer’s CTR, you’ll have to write higher meta descriptions and title tags.

Content material Relevancy 

You additionally have to determine in case your retailer content material is related. This contains the content material in your touchdown pages, product pages, and any weblog posts you might have in your web site.

One of the best ways to research your content material is by conducting a content material audit. 

  1. First, take a list of your web site’s present content material. 
  2. Subsequent, you want to analyze relevancy; irrelevant content material ought to be excluded within the redesign. For instance, your Valentine’s Day presents touchdown web page could now not be related as soon as the sale and occasion are achieved. 

You need to use a content material audit software like Semrush Content material Audit to generate a listing of URLs and related information. A software like this lets you set up your audit and discover sure sections simply. 

Archiving 

When making any content material adjustments, it’s necessary to archive the outdated content material in case you want to revert to it. 

There are a lot of causes you may have to return to outdated content material. For instance, it’s possible you’ll tweak a selected product web page just for its efficiency on the major search engines to tank. Having the outdated content material archived someplace would turn out to be useful in such a state of affairs.

Making a spreadsheet for the outdated and new content material is a superb technique to set up this. And to take your web site to the subsequent degree, take into account incorporating artistic and informative infographics concepts to interact your viewers and break down complicated data in a visually interesting approach. 

For instance, you’ll be able to replace your content material to share tips about how prospects can use your merchandise in an attractive infographic.

5. Check Your Design and Launch It

If you wish to get your new design out into the world, you want to guarantee it’s prepared. To take action, you want to take a look at your web site. 

Testing is normally achieved on a staging server. Why? Having your design on a staging server permits you to take a look at all of the elements of the web site and resolve any errors earlier than there are actual penalties. 

What about Shopify shops? 

Bonus: The best way to Set Up a Staging Website for Shopify

First, you want to create a second Shopify retailer the place you’ll run the assessments. When you’ve got a Shopify Plus subscription, you need to use one in every of your unused growth shops for the staging web site. 

For customers on the opposite plans, you’ll be able to arrange a free retailer utilizing the Shopify Companions program. Right here’s find out how to go about it:

  • Go to the Companions program webpage and arrange your associate account.
  • Click on on “Create Retailer” from the principle dashboard when you’ve created an account. 
  • Choose “Improvement Retailer” within the subsequent dashboard when requested to pick the shop sort. 
  • Give your retailer a reputation. 

(We advocate giving the shop a novel however associated title, so you’ll be able to inform it aside out of your stay retailer. For instance, if the principle retailer is “petcare.com,” you’ll be able to title the testing retailer “stagingpetcare.com.”) 

The free account created by way of the Shopify Companions program is normally sufficient for many testing functions. Nonetheless, in case you’re unable to make use of it for no matter purpose, open a brand new retailer by way of the Shopify primary plan. However take into account that you’ll need to pay the month-to-month prices.

Now, along with your second retailer prepared, you’ll want to put in an app like Rewind Staging to import the info out of your stay retailer and create a staging surroundings on the second retailer. To try this, it would be best to observe these 4 steps: 

  1. Head over to your stay retailer and set up the app from the Shopify App Retailer. It will act because the supply retailer. 
  2. Set up the app within the second retailer, which will probably be your vacation spot retailer.
  3. Copy the important thing from the supply retailer to the vacation spot retailer to hyperlink the 2. 
  4. Choose the info you need to copy out of your supply retailer into the staging retailer after which click on “Start Process.” (It’s advisable to repeat all the info to make sure the staging retailer mirrors the stay retailer utterly.) 

Set Up a Staging Site for Shopify

That ought to copy all of your information onto the staging retailer, which now you can use to run your assessments. The downside to all that is that Rewind Staging is a paid app. It’ll set you again $99/month.

When you’ve totally examined your web site on the staging server, you’ll be able to launch your redesigned web site. That’s if the positioning is performing as supposed, in fact. In any other case, return to growth and repair any points you might have observed throughout testing. 

Publish your web site to the stay server and put it up for sale to your prospects by way of social media, e mail, or perhaps a digital enterprise card. That ought to convey in additional visitors, which can then generate public suggestions. It’s essential to maintain an in depth eye on the preliminary suggestions, as it may be valuable when making closing changes.

6. Audit Your Website After the Launch

The time instantly after you launch your web site is essential for making adjustments. Even with a rigorous testing stage, errors slip by way of the online. So you want to audit your retailer after an internet site redesign. 

These are the assorted audits it is best to carry out: 

  • Examine that each one redirects are working accurately 
  • Examine the web optimization of your top-performing pages
  • Examine load occasions with the unique web site 
  • Examine all titles, headings, and meta descriptions 
  • Search for 404 errors 
  • Check on totally different browsers 
  • Check cell functionality 

You could audit your web site utilizing web optimization instruments akin to Ahrefs or Semerush or by utilizing the free eCommerce audit software — Benchmark Hero.

Nonetheless, you have to often monitor customer suggestions to make sure your eCommerce web site is optimized to your potential consumers and present prospects. 

To collect precious public suggestions, you want to guarantee it’s straightforward and possibly even rewarding for customers to take action.

Due to this fact, present a transparent and easy type or pop-up to encourage customers to report any points they might encounter whereas utilizing the positioning. 

Conclusion 

Redesigning an present eCommerce web site with out dropping visitors is all about reviewing and testing the totally different elements of the web site. You lose visitors — and gross sales — when errors are missed and the content material isn’t as much as scratch. 

Begin by making a backup of your retailer and reviewing your present web optimization. You additionally have to retain a lot of the outdated content material and construction, and the content material must be web optimization optimized and related to your web site’s goals. 

Lastly, you want to launch your web site however make sure you proceed auditing to seek out any minor errors earlier than you lose visitors.

Implementing the following tips will provide you with one of the best probability to revamp your eCommerce web site with out dropping visitors. Nevertheless it’s an ongoing course of; you want to monitor person suggestions to maintain on high of any issues. 

Received questions? Submit them within the feedback part beneath!

 

Nico Prins

Nico is the founding father of , a SaaS advertising company. The corporate works with enterprise SaaS shoppers, serving to them scale lead technology globally throughout EMEA, APAC, and different areas.

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