How to Redesign Your Website Without Killing Your Conversion Rate

Raphael Paulin-Daigle is the CEO of SplitBase, an ecommerce conversion optimization agency for fashion, luxury, and lifestyle brands. SplitBase combines rigorous customer research with A/B and AI testing to enable long-term growth for DTC luxury brands. As the only conversion optimization agency specializing in luxury and fashion, Raphael and his team have generated revenues of over $1 million for famous brands like Kiehl's by L'Oréal and boosted conversions by double digits for many DTC brands like DIFF Eyewear and Dr. Squatch. Before founding SplitBase, Raphael led special projects at Blockstream and was a digital marketing consultant. He also hosts the Minds of Ecommerce podcast, where he interviews founders and executives of highly successful brands on their top growth strategies. In this episode… Every website will require a redesign at some point. Website redesign is a powerful tool for improving brand identity, performance, the user experience, SEO visibility, and driving more traffic. However, while upgrading your site has numerous benefits, this process can be risky. What are the potential pitfalls of introducing major changes to your website, and how can you mitigate them? According to ecommerce conversion expert Raphael Paulin-Daigle, a complete redesign of your ecommerce site means risking it all. Over his 12 years in conversion optimization, Raphael has witnessed website redesigns fail too often, resulting in decreased search rankings, engagement, traffic, and conversions — despite looking 1,000 times better. To help his clients avert conversion decline when redesigning, Raphael advocates using conversion design as an alternative to the traditional process. You can incrementally improve performance and sales by taking an evolutionary approach to redesign through testing and releasing new design elements over time instead of everything at once. Now Raphael unpacks the strategy behind the conversion design process, offering case studies and a detailed guide to redesigning ecommerce websites without harming conversion rates. In this authority episode of the Minds of Ecommerce podcast, host Raphael Paulin-Daigle provides a deep dive into how to redesign your ecommerce website without killing the conversion rate. Raphael explains the disadvantages of traditional design processes and common mistakes. He also highlights the importance of identifying your design goals, testing and experimenting design elements, and proven strategies for enhancing conversions in both traditional and conversion design approaches.