Ecommerce Site Redesign
The Eventgroove Ecommerce site is currently undergoing a redesign in an effort to improve overall site UX, conversion rate, as well as search engine rankings.
Overview | Design | Process | Screenshots
Overview | Design | Process | Screenshots
Overview
In an effort to reduce our reliance on Google, and improve conversion rate, we are redesigning the UX and UI of our product configuration process. The project is still ongoing, but so far engagement numbers are up 10% according to our initial A/B test of the new design.
Team
Product designer (myself), Copywriter, Developer
Design
This site has been around for quite a while, and is still using some older UI frameworks, so there are constraints in terms of updating the design. For now, updating the fonts and icons is also outside the scope of this project, though I have decided to aspirationally include those updates in my mockups.
Process
We’re trying to solve a few problems here:
- The paid search space for our Ecommerce product is very competitive and becoming very expensive. We want to decrease our dependence on paid ads, and increase our organic traffic.
- Our engagement rate for our marketing efforts (paid ads, and email) is good, but conversion rate on the site is dropping.
To solve these problems, we want to improve both SEO and conversion rate.
Phase 1: Homepage
Next, I did some heuristic analysis of our silo pages, as well as competitive analysis to determine
Overview
Eventgroove’s Ecommerce site was last updated in 2015, so it became evident that the site needed some copy updates in order to improve SEO rankings, we decided to update the UI as well.
Team
Product designer (myself), Copywriter, Developer
Design
This site has been around for quite a while, and is still using some older UI frameworks, so there are constraints in terms of updating the design. For now, updating the fonts and icons is also outside the scope of this project, though I have decided to aspirationally include those updates in my mockups.
Process
Goal #1 of this project was to improve our SEO rankings, so our copywriter largely drove the updates for the homepage. We both researched competitors and decided to add some new sections to the page as well as refactoring some of the existing sections. We wanted to create a “shop by usage” section where people could find recommended products for a particular type of event (for example a trade show or music festival), but this would require some deeper structural adjustments in the back-end of our system, so we decided to save that idea for later.
Once the copy was written, and recommendations for new content were finalized, I compiled them all into a new design.
Screenshots
The image on the left is the old version of the page. The image on the right is the recently redesigned version.
Phase 1: Homepage
Our copywriter largely drove the updates for the homepage. We both researched competitors and decided to add some new sections to the page as well as refactoring some of the existing sections. We wanted to create a “shop by usage” section where people could find recommended products for a particular type of event (for example a trade show or music festival), but this would require some deeper structural adjustments in the back-end of our system, so we decided to save that idea for later.
Once the copy was written, and recommendations for new content were finalized, I compiled them all into a new design.
Phase 2: Silo Pages
Competitive analysis showed that we need to allow customers to configure their products up front, which means a complete overhaul of our current product configuration (see phase 3). Adding a configuration form to the silo page is already a big change, so we decided to roll out the new UI slowly. Our initial A/B test (conducted early December 2024), was to just update the page design. The new design showed engagement numbers 10% higher than the old page. Stay tuned for phase 2 where we implement the configuration form!
Phase 3: Product Configuration
I did a heuristic analysis of the site and identified areas of friction and confusion. Customizing a product requires 11 clicks, and pricing is inconsistent. The pricing refactor will require careful thinking around the repricing method, customer communication, and customer support policies. The first step of this phase will be to test engagement and conversion rate of the configuration form below.
Takeaways
This project is still underway, and has been a true team effort. I have learned a bit about SEO in the process, and so far our new design for the Raffle Tickets page is showing 10% higher engagement.
