Wix to WordPress – A conversion focused website re-design
I recently had a client with a fairly poor performing website made on Wix.
Wix is hosted in the USA, meaning, it’s very slow for website visitors in Australia. Personally, I dislike Wix very much, because it appears cheap at first – and many small business owners are tempted by its simplicity, soon enough they run into problems and unforeseen costs.
In this blog post I’ll show you exactly what I’ve done to re-design the site, so now people actually enjoy using it, it’s literally 10x faster and makes loads more sales.
Part 1 – Wild Elegance Florist: Before
The client of mine is a local florist in Newcastle, Australia. They are a duo of hard working people that are exceptional florists and love what they do. They provide daily delivery of flowers around town, and are looking to expand in the form of affiliates and floral catering for larger events.
Free business tip : Model your business around LESS clients paying MORE, opposed to the opposite.
This is what their home page looked like before
Actually, it’s not bad at all. I think the hero image could be slightly more impressive and the space could be used a bit better, design is fairly personal, but overall the owner did exceptionally well. Let’s overview the problems of the site:
Problem #1 – Speed and Bounce Rate
If you don’t know what “bounce rate is”, it’s basically a measurement of how many people visit your site, and whether or not they take an action.
If you have Google Analytics added to your site, you can see your bounce rate.
You can see in the above photo, 62.07% of people are visiting the site, not taking any action, then leaving the site. I’ve seen this site with a bounce rate of higher than 70%.
A high bounce rate and low session duration usually suggests your website is either slow, not satisfying someone or un-engaging, or a mixture of all three.
My site currently has a 45% bounce rate and a 6 minute average duration.
The website was loading in around 8-12 seconds, in this day and age, we give websites a 1 second chance to captivate our attention.
Why is fixing the speed the most important thing?
If your website is slow, everyone will leave, and never return. They don’t care that your product or service is awesome.
More importantly, if you’re using paid ad to drive traffic to your site, and your site has poor performance, you’re just wasting your cash.
How do you fix speed issues?
In one of my earliest blog posts, I describe how you can do a ping test, so you know how fast your site is.
So, if your site is hosted in a different country, when people visit your site, their information is literally travelling across countries and sea floors. If you’re site is hosted locally, your visitors are connecting to a server close to them, and it’s usually over 10x faster.
You need to use Australian hosting (or hosting, in the country that you are from). I personally use Media Fortress for all my hosting, I’m not affiliated with them (yet), they’re an awesome company that take care of all their clients.
Problem #2 – Conversion focused design
Like I said, the owners did VERY well for their first website.
What can we improve upon?
Conversion focused design – The page needs to offer more VALUE, to turn visitors into customers. So I’ve written extremely interesting content throughout the site
Did you know there is a species of orchid that blooms at night?
Do you know how or why flowers get their color?
You get the idea, lots of content that proves to people they’re professionals in the florist game, and include many more call to action buttons.
There’s even a bird that gives you information as you scroll through the site.
Do you have an existing website that looks decent, but you can’t quite figure out how to make it look professional?
Follow these design principles:
- All your main pictures must be awesome, if they are only “pretty good”, then your site will never look awesome. I paid a professional photographer for my home page image.
- Stick to two colours (outside of black and white) and two fonts.
- Try to use two widths for everything, for example if you have three pictures on your page, and all three are different sizes, it will look bad.
- Everything on your site should be there for a reason, and improve the user experience. Don’t just put something there because it’s cool.
Problem #3 – Structure
Structure is essentially the pages on a website and how they are layed out. It is important for both users and search engines, for your site to have a good structure. The existing site was very basic and had little content, so I’ve expanded upon this.
Old website structure:
New website structure:
Now, each page is filled out with a very well written 400-1000 words of salient information for readers with many opportunities to buy or connect with the business.
The idea here is to attract searchers looking for “wedding flowers” and “flowers in lake Macquarie” etc to improve the chances searchers find my clients’s website.
Part 2 – Wild Elegance Florist: After
So now we’ve addressed speed, structure and a conversion focused design. Let’s take a look at the new website: https://www.wildelegance.com.au/
As you can see, it’s simply gorgeous now. However more importantly, it’s loading in one second, and it’s impossible to miss the call to action or contact buttons.
I’ve also implemented a “One click order” button to reduce friction for purchasers. If someone can’t be bothered filling in the form, they can call the florist at the touch of a button within the same page.
And that’s it! I just made the site go live, In a few weeks I’ll update this post to show updated statistics on bounce rate, conversion rate and average time.
How’s your website doing? Do you know how many visitors lead into customers?