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Forums > All Catalyze > Methods & Processes
Subject: What is the relationship between conversion rate and relaunch of an e-commerce site?
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Asli
Posts:2
05/13/2008 5:56 AM Alert 

Dear all,

Not sure if this question fits under this category but since I couldn't find any other relavant category, I thought I'd put it here for the time being, it might be a good idea to introduce some other category such as "Discussions"?

 

Anyway... I just wanted to hear your experiences about how the conversion rate changes when a new version of an e-commerce site is relaunched where the new version is completely different than the previous site in both look and feel and the functionality. It almost feels like a brand new site for an existing brand.

One of the typical scenarios I hear is that the conversion rates drop initially till the users get used to the new version of the site, they then pick up again as the time passes and the users start to get used to the site. After this time the conversion rates are likely to go up if the new version of the site is proved to be more usable, efficient and effective for the users.

I'd very much appreciate if you can tell me about your own experiences as well as point me to a any case studies or papers published about this topic.

Thanks

Asli
craigwbrown
Posts:8
05/14/2008 9:22 AM Alert 
In my limited experience a site redesign has had noticeable impact on sales almost immediately (up almost 50% within a week from a low base).

The redesign was about stripping out all unneccessary complications, from technical features, through to a streamlined product list and reducing text (and upsizing the font.)

Less, in my case, meant more.
craigwbrown
Posts:8
05/14/2008 9:24 AM Alert 
PS Why do community sites insist on small fonts sizes as the default.

Hey Tom - how about you change the default text size to 12 points so us over 35 year olds can read the damn thing.