E-COMMERCE REDESIGN

Australian e-commerce redesigns that skip the conversion audit produce beautiful stores with the same conversion problems as the old one

Ignited Nepal runs conversion-first e-commerce redesigns for Australian brands. Heatmap and session recording audit before the brief is written. Core Web Vitals targets in the scope. Review integration preserved through the build. Afterpay placement confirmed by data, not assumption.

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This is for you if

This service is for Australian e-commerce brands that are investing in paid traffic, have a product the market wants, and have a conversion rate that does not reflect that investment.

Your conversion rate has plateaued below 2% despite consistent paid traffic spend on Meta or Google

A competitor has redesigned their store and now looks significantly more credible than yours

A mobile audit or Google Search Console data shows a poor mobile experience relative to your paid traffic audience

You have had a redesign done in the last two to three years and conversion did not improve after launch

You want a redesign that is briefed by conversion data, not by aesthetic preferences or a competitor screenshot

What's broken

Four reasons Australian e-commerce redesigns do not improve conversion

No conversion audit is done before the redesign brief is written

The most expensive way to redesign an e-commerce store is to brief on aesthetics and hope conversion follows. When a redesign brief is built from competitor screenshots, mood boards, and brand preferences rather than Hotjar heatmaps, Clarity session recordings, and checkout drop-off reports, the new store is designed around assumptions about where buyers are leaving, not evidence. The result is a store that looks significantly better and converts at the same rate, because the checkout trust gap, the missing delivery estimate, and the poorly placed Afterpay badge are all reproduced in the new design. A conversion audit before the brief costs a fraction of the redesign and tells you exactly what the redesign must fix.

Afterpay and Zip placement is not reviewed or improved in the redesign

Buy now, pay later placement is the single most commonly mishandled conversion element in Australian e-commerce redesigns. The conversion impact of BNPL is highest when it is visible at the price line on the product page — above the fold, before the add-to-cart button. When a redesign brief is written for aesthetics, BNPL badge placement is typically not specified, and the designer places it where it fits the layout rather than where it converts. Afterpay's own published data shows that BNPL visibility above the fold on the product page produces a measurable lift in average order value and conversion rate for Australian buyers. A redesign that does not specifically brief on BNPL placement is leaving the highest-impact Australian conversion lever to chance.

Core Web Vitals are not included in the redesign scope

E-commerce redesigns that add richer visuals, more animations, and additional third-party scripts without a performance budget routinely score lower on Google's Core Web Vitals post-launch than the store they replaced. A lower Lighthouse score post-redesign means slower mobile load times, lower Google Shopping quality scores, and a worse organic ranking signal — all from a redesign investment that was supposed to improve performance. Core Web Vitals targets — LCP under 2.5 seconds, INP under 200 milliseconds, CLS under 0.1 — need to be written into the redesign scope as contractual deliverables, not evaluated after launch when the budget is spent.

Trustpilot and review integration is not correctly reproduced post-redesign

A theme rebuild from scratch frequently breaks review integration in ways that are not caught until after launch. Trustpilot widget placement, product review aggregation, Google structured data markup for star ratings in search results, and the connection between the review platform and the product pages all need to be explicitly specified in the redesign brief and tested in QA before launch. Stores that launch a redesign and then discover that their Google Shopping product listings no longer show star ratings have lost a conversion signal that typically takes three to six months to recover, because the structured data needs to be recrawled and reindexed.

What we engineer

What an Ignited Nepal e-commerce redesign covers for Australian brands

Conversion audit of the existing store

We run heatmap analysis, session recording review, and checkout drop-off analysis on the current store before writing a single line of the redesign brief. The audit output defines what the redesign must fix.

Redesign brief driven by audit data

The brief specifies conversion requirements — BNPL placement, trust signal positions, delivery estimate display, review integration — before aesthetic direction is set.

UX redesign for Australian buyer behaviour

Navigation, product page structure, and checkout flow are designed around the specific trust signals and payment options that Australian buyers expect. Afterpay and Zip placement is specified by the brief, not left to the designer's discretion.

Core Web Vitals targets as scope deliverables

LCP, INP, and CLS targets are written into the project scope. Performance is tested before launch, not after.

Review and trust integration

Trustpilot widget placements, product review aggregation, and Google structured data for star ratings are reproduced correctly in the new theme and tested in QA before launch.

Mobile-first development

The store is developed mobile-first. Mobile Lighthouse scores are measured pre-launch against the defined performance budget.

Post-launch A/B testing setup

Where the budget supports it, we set up a split test between the old and new design to validate the conversion improvement before the old design is retired.

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What changes

What is measurably different after the redesign

Before
After
Before The most expensive way to redesign an e-commerce store is to brief on aesthetics and hope conversion follows. When a redesign brief is built from competitor screenshots, mood boards, and brand preferences rather than Hotjar heatmaps, Clarity session recordings, and checkout drop-off reports, the new store is designed around assumptions about where buyers are leaving, not evidence. The result is a store that looks significantly better and converts at the same rate, because the checkout trust gap, the missing delivery estimate, and the poorly placed Afterpay badge are all reproduced in the new design. A conversion audit before the brief costs a fraction of the redesign and tells you exactly what the redesign must fix.
After Conversion audit baseline: The redesign launches with a documented conversion rate baseline from the audit period so that post-launch performance improvement is measurable.
Before Buy now, pay later placement is the single most commonly mishandled conversion element in Australian e-commerce redesigns. The conversion impact of BNPL is highest when it is visible at the price line on the product page — above the fold, before the add-to-cart button. When a redesign brief is written for aesthetics, BNPL badge placement is typically not specified, and the designer places it where it fits the layout rather than where it converts. Afterpay's own published data shows that BNPL visibility above the fold on the product page produces a measurable lift in average order value and conversion rate for Australian buyers. A redesign that does not specifically brief on BNPL placement is leaving the highest-impact Australian conversion lever to chance.
After BNPL placement: Afterpay and Zip are positioned at the price line on the product page, above the fold, by brief specification rather than design discretion.
Before E-commerce redesigns that add richer visuals, more animations, and additional third-party scripts without a performance budget routinely score lower on Google's Core Web Vitals post-launch than the store they replaced. A lower Lighthouse score post-redesign means slower mobile load times, lower Google Shopping quality scores, and a worse organic ranking signal — all from a redesign investment that was supposed to improve performance. Core Web Vitals targets — LCP under 2.5 seconds, INP under 200 milliseconds, CLS under 0.1 — need to be written into the redesign scope as contractual deliverables, not evaluated after launch when the budget is spent.
After Core Web Vitals: The store meets defined LCP, INP, and CLS targets at launch, measured against the same test conditions as the pre-launch audit.
Before A theme rebuild from scratch frequently breaks review integration in ways that are not caught until after launch. Trustpilot widget placement, product review aggregation, Google structured data markup for star ratings in search results, and the connection between the review platform and the product pages all need to be explicitly specified in the redesign brief and tested in QA before launch. Stores that launch a redesign and then discover that their Google Shopping product listings no longer show star ratings have lost a conversion signal that typically takes three to six months to recover, because the structured data needs to be recrawled and reindexed.
After Review integration: Trustpilot widget, product review aggregation, and Google structured data for star ratings are all confirmed working in QA before launch.
How it works

How the redesign process works

  1. 01

    Conversion audit

    Weeks 1 to 2

    We install or access existing heatmap and session recording tools (Hotjar or Microsoft Clarity), review checkout drop-off data in GA4, and run a mobile performance audit using Google's PageSpeed Insights and Search Console data. The audit produces a written report with prioritised conversion barriers.

  2. 02

    Redesign brief

    Week 2

    The brief specifies conversion requirements — BNPL placement, trust signal positions, delivery estimate display, Core Web Vitals targets, review integration requirements — before aesthetic direction is discussed.

  3. 03

    UX and design system

    Weeks 3 to 5

    Navigation, product page, and checkout are designed against the brief. Mobile-first layout is produced first. Design is reviewed against the brief's conversion requirements before development begins.

  4. 04

    Development

    Weeks 6 to 9

    The store is built on the confirmed platform. All brief-specified conversion elements are implemented. Third-party integrations — Afterpay, Zip, Trustpilot, review platforms — are implemented and tested.

  5. 05

    QA, performance testing, and launch

    Week 10

    Core Web Vitals are tested against brief targets. Review integration and structured data are confirmed in QA. The store launches with a defined post-launch monitoring plan and a conversion baseline for the first 30 days.

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Common questions

Frequently asked questions about e-commerce redesign for Australian brands

How do I conduct a conversion audit before starting an e-commerce redesign?

A conversion audit for an e-commerce store uses four primary data sources: heatmap and scroll depth data from a tool like Hotjar or Microsoft Clarity to identify where on-page engagement drops, session recordings filtered to checkout abandonment to identify the specific step where buyers leave, GA4 checkout funnel data to quantify drop-off at each step, and mobile PageSpeed Insights to identify performance barriers that are not visible in the heatmap data. The audit should run for a minimum of two to four weeks on a store with sufficient traffic to produce statistically meaningful heatmap and recording data. For stores with lower traffic, the audit period may need to be longer. The output is a prioritised list of conversion barriers that becomes the specification for the redesign brief, not a starting point for aesthetic discussion.

How do I ensure an e-commerce redesign improves Core Web Vitals rather than hurting them?

Core Web Vitals improvement requires three things written into the redesign scope before development begins: a performance budget that specifies maximum image sizes, maximum number of third-party scripts, and target LCP and INP values; a requirement that the development team measures Core Web Vitals on the staging environment before launch and provides a pre-launch Lighthouse report; and a contractual deliverable that the store meets the defined targets at launch. Without these three elements, redesigns routinely add larger images, more animations, and additional marketing scripts that collectively reduce mobile performance below the pre-redesign baseline. LCP under 2.5 seconds and INP under 200 milliseconds on mobile are the targets that determine Google's assessment of page experience, and they affect both Google Shopping quality scores and organic ranking signals.

What should an Australian e-commerce redesign brief include to improve conversion, not just aesthetics?

A conversion-focused Australian e-commerce redesign brief should specify: the placement and format of the delivery estimate on the product page (not just in the FAQ or checkout confirmation email), the exact position of Afterpay and Zip badges relative to the price and add-to-cart button, the trust signal elements in the checkout flow (security badge, return policy link, accepted payment icons), the number of steps in the checkout and whether guest checkout is the default, the mobile layout requirements at each breakpoint, the review integration requirements including structured data for Google Shopping star ratings, and the Core Web Vitals targets as measurable deliverables. A brief that specifies these elements produces a redesign that can be evaluated against objective criteria at launch. A brief that specifies colours, fonts, and "feel" produces a redesign that can only be evaluated aesthetically.

How do I migrate Trustpilot and review data correctly during an e-commerce redesign?

Trustpilot widget migration during a redesign requires three explicit steps in the development scope: the Trustpilot Business Unit ID and widget configuration must be reproduced in the new theme rather than copied from the old theme's HTML; Google structured data markup for AggregateRating must be implemented on product pages and tested using Google's Rich Results Test before launch; and the product review feed, if the store uses individual product reviews rather than site-level reviews, must be relinked to the new product page template. Stores that launch a redesign and then discover that their Trustpilot widget is not rendering correctly, or that their Google Shopping product listings no longer show star ratings, typically take three to six months to recover the structured data signal because Google needs to recrawl and reindex the pages before the ratings reappear in Shopping results.

How long does an Australian e-commerce redesign take from audit to launch?

A full e-commerce redesign for an Australian brand, including a two-week conversion audit, a one-week brief, five weeks of design and development, and one week of QA and launch preparation, runs to approximately ten weeks from project start to launch. Redesigns that scope in a post-launch A/B test add a further four to eight weeks of monitoring before the old design is retired. The most common cause of delays beyond the ten-week timeline is photography — when new product images are not ready at the design handoff date, the launch is delayed because the design cannot be correctly evaluated or QA'd with placeholder imagery. Including a photography brief and a firm image supply deadline in the project brief from the start is the most effective way to hold the ten-week timeline.

Start here

The brief should come from the data

Beautiful stores with the same conversion problems as the old one are not a design failure — they are a brief failure. The audit tells you what to fix. The brief specifies how to fix it. The design executes the brief. Request an E-commerce Redesign Audit from Ignited Nepal. We will run a conversion audit on your current store, produce a brief that specifies what the redesign must fix, and give you a measurable baseline to evaluate the redesign against at launch.

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