The Safe Redesign


Early last month I released a redesign of my website.

You won’t notice much has changed because I kept the look but replaced the platform it runs on. That let me keep most of my benefits (e.g. style, CRO work, SEO, content organization) while making it easier to operate, faster page speeds, and the ability to add more powerful custom features.

This concept of keeping everything the same except for one thing is my favorite technique to manage change.

Oftentimes you’ll hear about redesigns where everything changes at once. The design, navigation, urls, content… Everything is different.

While those can be fun, often they sacrifice a lot of the good a site has built up. For example, it’s considered “normal” for a redesign like that to lose SEO traffic for at least six months and for conversion rates to suffer as well.

That’s why redesigns are one of the riskiest projects for an ecommerce store. Switching platforms are even riskier.

An incremental approach to redesigns where only change one thing at a time is much safer. They’re slower to get to the final stage but you keep your benefits the entire time.

By analyzing your customers, orders, and products, Repeat Customer Insights can help find which marketing tactics attract the best customers.

Eric Davis

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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