Redesign around UX
1. Look at your website's overall performance, including number of sessions and sales in the past quarter.
2. Send out surveys that ask your customers a series of quantitative questions such as rating your website experience and the ease of using it.
3. Write qualitative questions to help you understand the emotions and behaviors that drive purchasing for your users.
4. Interview your existing customer base, providing incentives for participation, and ask your qualitative questions.
5. Take the data from the user research and list all common themes, positive and negative.
For example, Customers love the layout on product pages.
6. Use the negative themes to construct a list of changes required for the website.
7. Add your list of changes to a spreadsheet and add a priority score out of 10.
A change might score 1 if not many people noticed it, or it doesn’t affect conversions. It might score a 10 if it’s actively stopping people from buying a product.
8. Using the prioritized changes list, build an ideal state website.
9. Build different variations of the pages with multiple micro-conversions and start A/B testing.
Run each test for at least 2 weeks, then gather and analyze the data in Google Analytics to identify the best performing variation and use that in your website.