Customizing Bigcommerce Themes and Designing for Ecommerce Conversions; Pricing and Improvements

Optimum7 has completed roughly ninety projects over the past six months involving conversion optimization for product pages and category pages. Many commerce owners ask, “Do I need the redesign?” They are looking at a redesign or repurposing a product page to attract more customers. Despite the financial goal, they’re not really making these decisions based on analytics or statistics.

The marketing team’s job is then to ask the following questions: “What do you want your average order volume to be? Does this affect your lifetime value? Are you trying to upsell pre-checkout or post-checkout upsell to your clients?” The answers determine a product page or a category page from a usability standpoint. If you are just selling a wallet without customization options, the design of your page should be different than someone who sells the wallet with personalization and engraving options

Customizing BigCommerce Stencil Themes for Conversions

What are some of the issues that you hear from customers from a design or conversion optimization standpoint?

First, marketers have to look at the clients’ business data. Without doing that, it’s really hard to assess their current situation. Customers often make inaccurate assumptions. They say, “Oh, my product page doesn’t look good” or “The page is not converting very well. It could be doing better.” The marketers have to go in and look at your data.

Consider this example: the team looks at your data and sees that 95% of your traffic comes from a mobile device. Your product page on a mobile device is not user friendly and the “Add To Cart” is way down below the fold. A customer has to jump through hoops to make a selection. That’s going to hurt you tremendously. The marketers have to look at your analytics, see where the traffic is coming from, and position the website to go after your target demo and their sources.

Theme Template Customization and Design vs. eCommerce Custom Functionalities

Most business owners do not understand the difference between design and functionality. A design element is placing the “Add to Cart” button above the fold, as close to the top of the page as possible. The design features sticky calls to action for a mobile version because on those devices, people have even less of an attention span. A potential audience needs to see “Add to Cart”, “Call”, “Contact Us”, and “Chat With Us” prominently.

Functionality, in contrast, is providing somebody with a step by step process to select those options. The team looks at the possibility of differentiating design with functionality. You’re differentiating from a planning standpoint. When you’re executing, however, the design needs to support the functionality.

Talk to us about how the design complements functionality and why it’s so important.

Complex functions are a priority. Customizable features on the backend are fairly complex; the different possibilities and variants become a mess thanks to the data. You need to get that data and simplify it on the front end. Make it as easy as possible for a user to go through, add any type of customization to their product, and continue to check out. This is going to vary based on the screen size and the device used. The way that this functionality works on the desktop is going to be different than the way that it does on mobile.

When you are reconciling design and functionality, designing for the device is the main focus. Every single functionality and page that you create needs to be designed individually for each and every screen size that your consumers are possibly using. So if you don’t do that, you might have great functionality that works on desktop but becomes a disaster on mobile.

Unfortunately, many people, including developers, don’t pay attention to conversions. Our offer at Optimum7 is that we never do something as a task. When we are making a redesign, it needs to be supported with facts. When the team looks at your product and category pages; implements a search and filter functionality; and adds any upsell functionality, the marketers think only about conversions.

A client may complain that functionality doesn’t look pretty. What do you say to that?

Emphasize the following: “Who cares if it’s pretty or not? This is going to make you money. This is going to convert.” A charismatic businessman can prove that’s going to push conversions.

What if the client refuses to listen?

Look at the data. See how the numbers come back, how it converts. The conversion rate percentage of the increase that we get will justify the way that it looks. If we want to make it a little bit prettier, we’ll make it a little bit prettier. Did the redesign get worse in terms of performance? If it did, we’re going to make it look ugly again so we can get those numbers back. If not, then we’ll leave it as is.

Test as much as you can, but not endlessly. Perfection is the enemy of progress. Launch the functionality, and see the data arrive. Marketers can tweak the design and make it pretty along the way. If we wait until you think it’s beautiful, it might never go live. Then you spend too much money on functionality that no one’s ever using. And we see that often.

Most business owners look at their websites and become attached to design. If you’re a business owner, especially in eCommerce, you need to detach yourself. The fact that you think it’s pretty or ugly makes no difference. This website is not created for you. It’s created for your audience. The data, analytics, conversion rate, average time on site, and cost per acquisition reveal the strategies for change.

BigCommerce Template Customization Prices: How Much Does a Bigcommerce Template Design Cost?

What can a customer typically expect to pay for template customization that’s optimized for conversions?

Clients and prospects hate this answer, but it all depends. From a BigCommerce customization standpoint, many websites use the old version. We always try to put them on the new Stansel template because it’s a lot better, a lot more optimized.

If you want minor changes, you’re looking at a few thousand dollars. These include editing your product page, header, or footer. If you want something more detailed, it could go as high as fifty thousand dollars depending on your products and the functionality. During an execution, design and functionality need to happen simultaneously.

What about clients who complain about the seemingly-high functionality fees?

UX and UI need to be seen as an investment if you’re going to be redesigning. You will see a return on the costs due to optimizing for conversions. So what we tell these business owners is you can’t look at it as an expense. This is an investment while optimizing for conversions. Therefore that $7,000 that you’re investing in optimizing your user experience and user interface will earn back your money with compound interest.

People are concerned about the initial investment and don’t look at the return. The proper response is, “Talk to our previous clients about their experience.” If you’re working with another company for design or redesign or template customization, ask for referrals from their other clients.

Whatever you were spending on your conversion optimization, design, or branding, you’re killing multiple birds with one stone. You’re making your brand a better brand while building more trust and authority. You’re building better functionality and design while increasing your conversion rate, usability, and trust. Don’t look at it as an expense. Look at it as an investment because this will pay you back if it’s executed and planned with finesse.

Start Building a Custom BigCommerce Website that Converts

Speak to an Expert