We knew the website needed to look more modern and offer better functionality. But at the same time, the client wanted to preserve the legacy and establish brand visuals and style. That was challenging from time to time, but we always strived to achieve a satisfying solution for both sides.

The client also migrated from Magento to Shopify. The migration was an additional factor that we had to keep in mind and consider all the functional differences and how that can impact our suggestions and ideas.

We started working on this project in August, and the goal was to finish it and have everything up and running before October. The client wanted the new website ready before the Black Friday.

The timeline was reasonable, but we knew that the old website visitors needed to be informed and prepared before the website went through all the changes. That’s why we were also helping the client with the New Website Launch email campaigns.

It was time to shine. After performing detailed competitor analysis and client website audit, we created a complete website redesign strategy. 

This strategy needed to combine the best practices from the jewelry niche, incorporate the client’s identity, and increase the website’s functionality. 

We presented the competitor research and the audit insights to the client and collected his feedback. After that, we worked on low- and high-fidelity mock-ups for all essential website pages.

We specifically focused on:

1. Homepage 
2. Category pages
3. Product page 
4. Cart
5. Checkout Funnel

After we finished the design and the client was satisfied, he started implementing the new look on the Shopify website. We were assisting him and offering advice and input throughout the process.

After the website was live, we monitored the performance through User recordings and reported the insights to the client. 

 We provided additional suggestions for improvements and tests based on what we detected through qualitative and quantitative data. 

Initially, we anticipated a slight drop because the website change was significant, and old visitors initially felt disoriented.

But luckily, the client had a successful Pre-launch email campaign that helped bring more visitors and award them a celebratory discount.

We also created a survey on Hotjar to get user feedback in the early days of the new website launch and see how the new look is received among the website visitors.

Starting from the survey results, we detected a positive impact of the website redesign.

 After 109 answers came in, we saw a dominantly positive reaction. 

• Over 70% of respondents rated the new website as excellent.
• 92% didn’t have any issues with the website (our goal was to spot functionality issues and report them to the client as soon as possible).

The overall redesign of the sales funnel brought a 46% conversion rate lift. This result was recorded for the period of 5 months and compared to the same period the previous year (March to November).

The average time on page was increased by 56%. We recorded positive behaviors through Hotjar that indicated highly engaged users. The overall impression is that the users now have easy access to other pages through new page sections (Related product section and Complimentary items section that we added in the new design).