Enhancing
E-Commerce &
Engagement

Redesigning the website for a midsize e-commerce company was a significant project. Although the company primarily operated in the B2B sector, the client recognized the need for a consumer-oriented site that would engage and inform customers about their product offerings. Beyond simply selling products, the website's overarching goals included enhancing brand awareness and gaining a deeper understanding of the customer, with the intent of leveraging this insight to improve B2B sales.

The original website, last redesigned in 2015, followed a product-centric approach. It lacked cohesion between brands and focused on pushing individual products rather than informing or engaging visitors.

The Vision

Early in the redesign process, it became apparent that the site required a clear separation into two distinct sections. One section was dedicated to brand and product information, while the other was designed for product sales. Both of these distinct user journeys required a comprehensive overhaul.

The client's initial vision for the homepage was to provide quick access to new products and incorporate blogs as an integral part of the homepage. The wireframe on the left illustrates how these areas would grant visitors direct access to key products on the site.

User Experience

After the launch, there was a strong desire to improve conversion rates. Through in-depth analysis of user data, including analytics and heatmaps that tracked clicks and scrolling behavior, it became evident that visitors rarely ventured past the first third of the site. Additionally, visitors sought quick and efficient means of finding products. In the example on the right, we elevated the prominence of "Product Categories" for faster access. Furthermore, the team worked diligently to introduce more engaging content to encourage visitors to explore deeper into the homepage.

Brand messaging

Ensuring consistency in brand messaging across all product lines was of paramount importance. This consistency guaranteed that, regardless of the customer's chosen navigation path, they would encounter uniform messaging and brand page structure. Brand pages were segmented into three key components:

1. Top Banner: Highlighting key product features through icons, offering visitors a quick product overview.

2. Product Description: Presenting a concise narrative about the product and its value to the customer, accompanied by visual thumbnails for reference.

3. Additional Features: Providing supplementary materials such as videos.

Recognizing the interconnected nature of various product lines, a sub-navigation system was introduced to facilitate swift access to other brands.
The online store section of the website incorporated essential e-commerce features, including product filtering, quick item previews, and multiple product thumbnails – all of which were lacking in the previous design.

In the end, the revamped website marked a significant improvement over its predecessor. Additionally, I collaborated with the client to seamlessly transition to the Shopify platform, working closely with the development team to integrate D365 and Syndigo (the Product Information Management software). The site launch proceeded without a hitch, aligning perfectly with the client's objectives. Notably, within just six months of the new site's launch, sales surged by an impressive 25.4%, clearly demonstrating the tangible impact of the redesign on the company's bottom line.

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