Website redesign process

Whatever path makes you realize the need to redesign your website, the ultimate goal should be to increase sales (ROI, LTV, Average Order Value (AOV) and other fancy metrics). There are also supportive metrics to improve: organic traffic volume, time on site, avg. pageviews\session etc. All these things have to be measured in hard numbers. Proper setup of Google Analytics would do.

Tip: check metrics above within segments as well: across devices (desktop, mobile and tablet at the very least), traffic sources, google analytics build-in advanced segments, home invented and implemented via content groupings user brackets etc.

In an ideal state of being online stores are continuously updated to hit new milestones and metrics, respond to ‘ever-changing market environment’ and all that. This constant evolution should include a mix of marketing, design and development efforts. Consider the follow following example in nutshell thou:

A strong team of developer and marketer runs small niche store. Design was made by freelancer 2 years ago. Since that store got few dozens new landing pages, email marketing, handcrafted banners to run promotions etc. So the project is actually constantly evolving and making sales, just lack design expertise. If so, why force ‘let’s throw away your thing and do everything from scratch?’ on them?

So one doesn’t need a “redesign website” (hello there, “will redesign whatever you want for that much money”). I say one should consider options.

Pure cosmetics redesign

I do not like people selling redesigns as if you have some old ugly piece of software for now. Sometimes it is good as it is, or you are tight on budget and not ready to spare a buck for the whole hipster looking gang: UX and UI designer (two different guys, huh?), project manager, marketing guy, analytics guy, front end developer, and backend engineer. The designer and coder will do.


  • It will become responsive and therefore device agnostic. I see this one as most often a reason to redesign the website
  • Design system specification might be a hype term these days, but ultimately it boils down to unifying all those twenty-different-variations of elements and compiling a few PSDs for future generations of freelancers to come
  • Retina-friendly, pixel perfect, Dribbble-worthy PSDs ready to be coded
  • Hell, it will just look good

Growth-driven website redesign

Catch with this option might be an implementation of Dribbble-style e-commerce design: eye catchy, bust mostly worthless from business and marketing perspective. Therefore, such restructuring has much less to do with the design itself. It is more about re-thinking user experience, marketing, and SEO strategies. Good starting points are:

  • User behavior data, the most common source is Google Analytics
  • Changes needed to improve SEO performance
  • New features and best practices, also those of your competitors

Note: when moving things around, be careful with changing links. They either should stay intact or should have 301 redirects to new pages. This way you will see no adverse change in organic traffic.

Deliverable: a shiny brand new website builds with proper usage of previous assets.

Backend and backstage redesign

By backstage, I mean an internal business kitchen. How order fulfillment handled, means of communication with clients, accounting, etc. There is always room for some improvements and automation, but it should always be questioned in terms of ROI. No need to optimize things faster than business grows.

Tiny case: first 3 month TENNIS.DELIVERY’s orders were injected in Google Spreadsheet where manager was handling them manually. On 4th month we build a super functional (but quite ugly) CRM with various SMS and email notifications on order status change, calculated some bold statistics etc. When we added second store to the DELIVERY family (devoted to running), we simply copied files. When we started third store development of the same brand we made a micro service in order to have one source code for all three shops.

Backend redesign is not that famous thing. Mostly because it deals with technical debt or system scaling and therefore handled by the dev team in charge be it in-house or outsourced — silent introvert heroes.

Reasons for such endeavor include:

  • More products than the initial solution implied
  • Ultimately, even marketing automation (e.g., emails) might be a part of a full stack redesign since it relies heavily on technical infrastructure
  • Reducing technical debt, i.e., reducing costs to support and expand current IT infrastructure
  • Need for better Content Management System (CMS). Content is king. For example, having more than 18 reviews on the product page can boost sales by 84% they say
  • Speed and performance issues

How is e-commerce redesign different?

Remember when this one service you loved and used often shipped redesign overnight? I believe it is okej to redesign some visit-card like corporate site overnight, but for e-commerce sites with a build up audience it might and will cause negative feedback. One way to address the issue is to ship redesign steadily over time.

GRIN tech’s sales pitch

Let us talk over redesign for your store. Here is why:

  • If we code your redesign, we provide ongoing support at no cost and can sign Service Level Agreement
  • We determined to meet your objectives. There are always options, we do not push and let you chose the best fit for you
  • Our primary focus is e-commerce
  • Beside design solutions, we bring development and marketing expertise to the table
  • Boutique agency approach means custom, well-thought-out solutions and extra quality in routines