The way to Redesign an eCommerce Website With out Shedding Visitors


Having a recent search for your on-line retailer web site can increase person expertise, enhance visitors, and even drive extra conversions. Nevertheless, most retailer house owners are cautious of redesigning their eCommerce web sites because of the concern of shedding visitors.

You don’t have to be anxious. So long as you’ve gotten ample backups, evaluate all of your content material, and check rigorously, you possibly can keep away from shedding visitors and gross sales throughout an eCommerce web site redesign. 

Preserve studying to seek out out precisely easy methods to do it. It doesn’t require an enormous funds or extremely specialised expertise, simply endurance, diligence, and a few search engine marketing information.

Let’s soar 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 authentic 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 possibly can restore to the purposeful authentic. You must again up:

  • Theme recordsdata 
  • Plugins 
  • Databases 

So, how do I create one? 

Backups may be created manually or robotically. 

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

For instance, you possibly can merely use a plugin instrument like Acronis Cyber Backup and observe the directions. As you possibly can see, the plugin has all of the assist wanted to make use of it.

Acronis Website Backup tool

However for those who desire to do it your self, that you must begin by opening cPanel. cPanel is a function out there on most webhosting platforms that means that you can 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 in your backup, and enter a legitimate e-mail tackle. 

Utilizing an e-mail checker, you possibly can confirm that the e-mail tackle 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 in case you have a Shopify retailer? How will you again up your Shopify retailer? 

The way to Do a Shopify Retailer Backup 

Shopify enables 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 well-liked for this goal. They supply automated backups alongside different options, however they’re subscription-based companies, so that you’ll must pay month-to-month for the companies.

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

Merely click on on the info you wish to again up (from the menu on the left, as proven under), then click on “Export” from the following window.

how to backup shopify store

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

In addition to the info, you too can 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. Assessment Your Present search engine marketing

search engine marketing knowledge is essential to retain. The search engine marketing knowledge will enable you evaluate 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, be sure to accumulate all of your web site’s search engine marketing knowledge. 

Right here is how to do this: 

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

You additionally must evaluate your web site velocity and uptime. 

Retailer Velocity 

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

page speed test

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

Retailer Uptime 

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

Among the finest methods to treatment poor uptime is by selecting a dependable net host supplier. Verify the common uptime in your net host supplier. An uptime of 99.9% is fascinating. So, in case your present internet hosting supplier is struggling to provide you such uptime, think about switching to a different answer. 

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

Bonus Content material: Shopify search engine marketing: The 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 search engine marketing for key phrases, hyperlinks, and different indicators to find out how possible a retailer or product web page will likely be related to the search phrases a person entered. It additionally helps with model consciousness, since customers anticipate 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 in other places in your new web site than they did earlier than (like possibly on completely different pages), Google will nonetheless think about them legitimate hyperlinks and cross alongside visitors accordingly.

However you should 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 possibly can merge them right into a single web page with complete info. 

Let’s say your on-line retailer is concentrating on the key phrases “males’s exercise footwear” and “males’s train footwear” on completely different pages. Over time, these pages could battle to rank on Google Search outcomes. That is often attributable to key phrase cannibalization. 

We see key phrase cannibalization rather a lot throughout SaaS content material manufacturing. It may be a fair greater downside within the eCommerce business, contemplating on-line shops often have tons of to 1000’s of product pages. You really want to maintain a detailed eye on this, as it may well harm your rankings. 

You must also preserve any photos which were optimized for search engine marketing in place. That can preserve them from being penalized by Google as duplicate content material, since serps had already listed them earlier than the redesign.

Assessment 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

Upon 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 may additionally take this chance to improve a few of your content material utilizing search engine marketing software program. Or by utilizing a instrument like Hyperlink Whisper to make sure all necessary pages have inside hyperlinks. Inside hyperlinks are important 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 bear in mind:

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

Let’s take a better have a look at every. 

Duplicate Content material 

You wish to guarantee there isn’t a duplicate content material, as this may have an effect on search engine marketing rankings. This implies writing distinctive product descriptions for every product web page. You additionally wish to preserve a detailed 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 well-liked URLs.  

Key phrase Cannibalization 

As talked about earlier, be sure to’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 nicely however now not does. The shift in efficiency may be attributable to many issues, like key phrase cannibalization, duplicate content material, and a shift in search intent, amongst others. 

To repair this challenge, you’ll must audit the web page and presumably replace it. As an example, you could must replace the product description with new info to clean up the web page. 

If the trigger for the decay is duplicate content material, you’ll must 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 wish 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 endure from a poor CTR. It’s essential to research this metric. To enhance your retailer’s CTR, you’ll must write higher meta descriptions and title tags.

Content material Relevancy 

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

The easiest way to research your content material is by conducting a content material audit. 

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

You need to use a content material audit instrument like Semrush Content material Audit to generate a listing of URLs and related knowledge. A instrument like this lets you arrange 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 that you must revert to it. 

There are lots of causes you may must return to outdated content material. For instance, you could tweak a specific product web page just for its efficiency on the various search engines to tank. Having the outdated content material archived someplace would turn out to be useful in such a situation.

Making a spreadsheet for the outdated and new content material is a wonderful option to arrange this. And to take your web site to the following degree, think about incorporating inventive and informative infographics concepts to interact your viewers and break down complicated info in a visually interesting manner. 

For instance, you possibly can replace your content material to share tips about how prospects can use your merchandise in an interesting infographic.

5. Check Your Design and Launch It

If you wish to get your new design out into the world, that you must guarantee it’s prepared. To take action, that you must check your web site. 

Testing is often completed on a staging server. Why? Having your design on a staging server means that you can check all of the components of the web site and resolve any errors earlier than there are actual penalties. 

What about Shopify shops? 

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

First, that you must create a second Shopify retailer the place you’ll run the checks. When you’ve got a Shopify Plus subscription, you need to use one among your unused growth shops for the staging web site. 

For customers on the opposite plans, you possibly can arrange a free retailer utilizing the Shopify Companions program. Right here’s easy methods to go about it:

  • Go to the Companions program webpage and arrange your companion 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 out the shop kind. 
  • Give your retailer a reputation. 

(We advocate giving the shop a novel however associated identify, so you possibly can inform it aside out of your reside retailer. For instance, if the principle retailer is “petcare.com,” you possibly can identify the testing retailer “stagingpetcare.com.”) 

The free account created by way of the Shopify Companions program is often sufficient for many testing functions. Nevertheless, for those who’re unable to make use of it for no matter purpose, open a brand new retailer by way of the Shopify fundamental plan. However remember the fact that you’ll must pay the month-to-month expenses.

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 reside retailer and create a staging surroundings on the second retailer. To try this, you’ll want to observe these 4 steps: 

  1. Head over to your reside retailer and set up the app from the Shopify App Retailer. This can act because the supply retailer. 
  2. Set up the app within the second retailer, which will likely 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 wish to copy out of your supply retailer into the staging retailer after which click on “Start Job.” (It’s advisable to repeat all the info to make sure the staging retailer mirrors the reside retailer fully.) 

Set Up a Staging Site for Shopify

That ought to copy all of your knowledge onto the staging retailer, which now you can use to run your checks. 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 possibly can launch your redesigned web site. That’s if the location is performing as meant, in fact. In any other case, return to improvement and repair any points you could have seen throughout testing. 

Publish your web site to the reside server and put it on the market to your prospects by way of social media, e-mail, or perhaps a digital enterprise card. That ought to deliver in additional visitors, which can then generate public suggestions. It’s important to maintain a detailed eye on the preliminary suggestions, as it may be valuable when making remaining 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 web. So that you must audit your retailer after an internet site redesign. 

These are the varied audits you must carry out: 

  • Verify that each one redirects are working appropriately 
  • Verify the search engine marketing of your top-performing pages
  • Examine load instances with the unique web site 
  • Verify all titles, headings, and meta descriptions 
  • Search for 404 errors 
  • Check on completely different browsers 
  • Check cell functionality 

Chances are you’ll audit your web site utilizing search engine marketing instruments equivalent to Ahrefs or Semerush or by utilizing the free eCommerce audit instrument — Benchmark Hero.

Nevertheless, you should commonly monitor customer suggestions to make sure your eCommerce web site is optimized in your potential customers and present prospects. 

To assemble worthwhile public suggestions, that you must guarantee it’s simple and possibly even rewarding for customers to take action.

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

Conclusion 

Redesigning an present eCommerce web site with out shedding visitors is all about reviewing and testing the completely different components 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 search engine marketing. You additionally must retain many of the outdated content material and construction, and the content material must be search engine marketing optimized and related to your web site’s goals. 

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

Implementing the following pointers will provide you with the most effective probability to revamp your eCommerce web site with out shedding visitors. Nevertheless it’s an ongoing course of; that you must monitor person suggestions to maintain on prime of any issues. 

Received questions? Put up them within the feedback part under!

 

Nico Prins

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

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