A Successful Website Redesign and Its Impact on SEO

Did you know that 39% of users will stop engaging with a website if the content or layout is unattractive? Many businesses fail to realize that a website’s design is crucial to search engine rankings and overall search engine optimization (SEO) success. A well-designed website not only improves user experience but also significantly boosts conversion rates and revenue. In this blog, we will analyze a real-life case study of a website redesign project for PoolandHotTubDepot.com, showcasing how strategic changes led to remarkable improvements in conversion rates and user engagement.

Strategies We Used in Our Case Study

When PoolandHotTubDepot.com approached MAKDigital, they were facing declining conversion rates and revenue due to outdated website design and intensified competition. To turn things around, we employed a multifaceted strategy focusing on eCommerce SEO optimization, user experience enhancements, and strategic feature implementations.

Comprehensive SEO and UI/UX Audit

Our first step was conducting a thorough UI/UX and SEO audit. This allowed us to identify key areas that needed improvement, such as page speed, content structure, and the accurate interpretation of rich snippets by Google. By addressing these issues, we aimed to improve the site’s performance across all devices and provide a seamless user experience.

Page Speed Optimization

Page speed is a critical factor in both user experience and SEO rankings. Our website development team meticulously optimized the site’s code, updated necessary libraries, and employed third-party media optimization services to serve images optimally across devices. The result was a significant improvement in page load times, enhancing the user experience and boosting the site’s performance metrics.

Before SEO Optimization:

• Mobile: Slow loading times
• Desktop: Suboptimal performance

After SEO Optimization:

• Mobile: Blazing-fast speeds
• Desktop: Enhanced performance

Enhancing User Experience and Conversion Rates

Improving the user interface and experience was paramount to increasing conversion rates. We implemented several key features aimed at making the shopping experience more intuitive and engaging.

Sticky Add to Cart Feature

One of the standout features added was a sticky ‘Add to Cart’ button, which followed users as they scrolled through product pages. This feature made it easier for customers to add items to their cart, leading to an immediate increase in conversions.

Up-Sell Feature

Pool and Hot Tub Depot up-sell feature

To encourage larger orders, a customized up-sell component was developed. This feature allowed administrators to associate related products with specific items and categories, promoting additional purchases. By leveraging Product Meta Fields and Category Meta Fields, the up-sell component was seamlessly integrated into the site.

Pick-Up in Store Feature

Pool and Hot Tub Depot pick-up in Store feature

Given Pool and Hot Tub Depot’s physical stores in Canada, integrating the ‘Pick-Up in Store’ feature was a strategic move. Utilizing the Google Location API, customers were provided with the distance to the nearest store, encouraging them to buy online and pick up their orders in person. This feature was particularly effective for customers who preferred not to wait for shipping.

Keyword and Content Optimization

A crucial part of the redesign involved optimizing the site’s content and keyword strategy for search engines. An extensive keyword research analysis led to a complete overhaul of the top navigation structure, making critical keywords more accessible to search engine crawlers.

New Navigation Structure

The new navigation structure included a ‘Parts’ category section with landing pages targeting specific keywords within the Canadian market. Custom category page templates were developed for search queries, and thorough content optimization was carried out for each category to improve organic search rankings.

Importance of SEO-Friendly Designs

SEO-friendly designs are essential for improving search engine rankings and ensuring long-term success. A well-designed website not only attracts more visitors but also keeps them engaged, leading to higher conversion rates. By integrating SEO best practices into the design process, businesses can achieve better search results visibility, improved user experience, and increased revenue.

Benefits of SEO-Friendly Designs

• Enhanced User Experience: A clean, intuitive design makes it easier for users to navigate the site, find information, and complete purchases.
• Higher Search Engine Rankings: SEO-friendly designs incorporate elements like fast page load times, mobile responsiveness, and optimized content, which are all critical ranking factors.
• Increased Conversion Rates: By improving usability and accessibility, SEO-friendly designs can significantly boost conversion rates.
• Long-Term Growth: Investing in a well-designed, SEO-optimized website sets the foundation for sustained growth and success.

The Redesign Process

The redesign process for Pool and Hot Tub Depot was meticulous and comprehensive. Here’s a detailed look at the steps we took:

Initial Consultation and Planning

Our initial consultation with the client involved understanding their goals, challenges, and vision for the new website. We identified the primary issues with the current site, including poor user engagement and declining conversion rates. This initial step was crucial in setting the stage for a successful site website redesign by aligning our strategies with the client’s specific needs.

SEO and UX/UI Audit

We conducted a detailed audit to analyze the existing site’s SEO performance and user experience. This audit highlighted areas that required improvement, such as page speed, mobile responsiveness, and navigation structure. By addressing these critical areas, we aimed to create a solid foundation for the new site’s performance.

Design and Development

Based on the audit findings, our team of experienced web designers and developers crafted a new, visually appealing, and functional website. We incorporated modern design principles, ensuring the site was not only attractive but also easy to navigate. This phase involved close collaboration with the client to ensure the new design met their branding and usability goals.

Implementing SEO Best Practices

During the development phase, we integrated SEO best practices. This included optimizing meta tags, improving page load times, and ensuring mobile responsiveness. We also restructured the site’s content to make it more SEO-friendly. By embedding SEO into the core of the design process, we ensured the new site would perform well in search engine rankings.

User Testing and Feedback

Before the official launch, we conducted extensive user testing to gather feedback and identify any remaining issues. This iterative process ensured that the final product was polished and ready for public release. By addressing user feedback, we could fine-tune the site to meet the highest standards of usability and performance.

Launch and Post-Launch Monitoring

After launching the redesigned site, we closely monitored its performance. This involved tracking key metrics such as traffic, conversion rates, and user engagement. We also made necessary adjustments based on the data collected. Continuous monitoring and optimization were key to maintaining and enhancing the site’s performance over time.

Results and Impact

The comprehensive redesign of Pool and Hot Tub Depot yielded impressive results. Here are some of the key outcomes:

• 36% Increase in Revenue: The redesign reversed a previous 25% revenue decline, achieving a 36% increase year-over-year.
• 35% Increase in Organic Traffic: Enhanced SEO efforts boosted organic search traffic by 35%.
• 34% Increase in Orders: The number of orders surged by 34%, reversing a previous 33% decline.
• 11% Increase in Average Order Value (AOV): Improved user experience and strategic up-sell features led to a higher average order value.
• Reduced AdWords Expenditure: Strategic SEO efforts reduced the need for paid ads, cutting AdWords expenditure by nearly 60%.

These results highlight the transformative impact a well-executed website redesign can have on a business’s performance. By addressing both technical elements and user experience, Pool and Hot Tub Depot achieved significant growth and enhanced customer satisfaction. For a deeper dive into our SEO-friendly redesign success for PoolandHotTubDepot, explore our detailed case study and SEO case study!

Conclusion

The successful redesign of Pool and Hot Tub Depot demonstrates the transformative power of a well-executed website overhaul. By focusing on SEO optimization, enhancing user experience, and implementing strategic features, MAKDigital helped the company achieve significant improvements in conversion rates and overall revenue.

At MAKDigital, we specialize in comprehensive website redesign that drive measurable results. Our expertise in SEO, UX/UI design, and e-commerce solutions ensures that your business can achieve similar success. Contact us today to learn how we can help your business achieve similar success with a strategic website redesign.