Is your website your hardest-working employee or your laziest?
It’s a serious question. Your website should be a 24/7 sales engine, actively generating leads and driving revenue while you sleep. But for many Nigerian businesses, their site is little more than a digital business card; a costly, underperforming asset that doesn’t contribute to the bottom line.
If this sounds like you, you might need a professional website redesign. In this case study, we’ll show you exactly how one Lagos fashion brand more than doubled its online sales after partnering with us for a complete website overhaul.
The Breaking Point: When a “Good Enough” Website Isn’t Good Enough
Let us introduce you to “Jumoke’s Closet,” a Lagos-based fashion brand.
Jumoke is a talented designer with incredible products and a buzzing Instagram page. Her followers loved her style, engaged with her posts, and constantly asked, “How do I place my order?” She would direct them to her website, and then… disappointment. The energy and quality of her brand simply did not translate to her online store.
Her business had hit a wall, and the website was the primary culprit. These were her biggest challenges:
- A High Cart Abandonment Rate: Her analytics showed that customers would add beautiful dresses to their cart, begin the checkout process, and then disappear. The process was long, confusing, and required too many steps.
- A Poor Mobile Experience: Over 80% of her traffic came from mobile phones, yet the site was clunky and difficult to navigate on a smaller screen. Buttons were hard to press, images were slow to load, and the whole experience felt frustrating.
- A Weak Brand Image: Jumoke’s brand was premium, but her website looked cheap. It failed to build trust or communicate the quality of her craft, making potential customers hesitant to enter their payment details.
- Invisibility on Google: Beyond her brand name, her website was nowhere to be found on Google. Searches for “Ankara corporate wear in Lagos” or “buy Aso Ebi online” showed all of her competitors, but not her. Her website was good enough, but it kept failing at its most important job – contributing to sales.
The Solution: A Strategic Professional Website Redesign
Jumoke knew she needed more than a simple makeover. She needed a new digital foundation built for sales. When she came to Edens Digital, our process began with trying to understand her business problems rather than her design preferences. Here’s how we approached her professional website redesign.
Phase 1: Starting with Strategy, Not Just Style
Before we touched a line of code or picked a single colour, we held a strategy session. We didn’t ask “What’s your favourite font?” We asked:
- “Who is your ideal customer?”
- “What is the one action you want every visitor to take?”
- “What are your sales goals for the next 6, 12, and 24 months?”
This strategy-first approach ensured that every design decision we made was tied directly to a business objective. The goal wasn’t just to make a pretty site but to build a sales machine.
Phase 2: Mapping Out a Customer Journey (UI/UX)
We mapped out the ideal path for a customer, from the moment they land on the homepage to the “Thank You” message after a successful purchase. We obsessed over making this journey as simple and enjoyable as possible. This included:
- Mobile-First Design: We designed the mobile version of the site first, ensuring it was flawless before adapting it to desktop.
- Intuitive Navigation: We organized her products into clear, logical categories, making it easy for shoppers to find exactly what they were looking for.
- Frictionless Checkout: We streamlined the checkout into a simple, one-page process with direct integration for local payment gateways like Paystack.
Phase 3: Creating an SEO-First Foundation
A beautiful store in the middle of the desert makes no sales. We knew the new website had to be highly visible on Google. During the professional website redesign, our SEO team worked alongside our developers to:
- Conduct Keyword Research: We identified the exact phrases her ideal customers were searching for through extensive keyword research, with an emphasis on long-tail keywords.
- Optimize Every Page: Every product title, description, and image was optimized to rank on search engines.
- Ensure Technical Excellence: We built a site with a clean code structure, fast loading times, and a mobile-friendly design.
Phase 4: Showcasing Products to Build Trust and Desire
To solve the brand perception problem, we focused on building trust. The new design prominently featured:
- High-Quality Photography: We made her stunning product images the hero of every page.
- Optimized Product Descriptions: We wrote copy that told a story about each piece, focusing on the quality and craftsmanship.
- Customer Reviews & Testimonials: We made it easy for happy customers to leave reviews, providing powerful social proof for new visitors.
The Results: The Data Doesn’t Lie
After launching the new website, the transformation was immediate and dramatic. The data from the first six months speaks for itself:
- Online Sales Revenue: +158%
- The new, user-friendly design and trustworthy appearance made customers confident to purchase.
- Website Conversion Rate: Increased from 0.4% to 2.2%
- For every 1000 visitors, she went from having 4 sales to 22 sales.
- Cart Abandonment Rate reduced by 65%
- The simplified, one-page checkout process stopped customers from quitting out of frustration.
- Organic Search Traffic increased by 300%
- The SEO-first approach meant her site started ranking for valuable keywords, bringing in a steady stream of new, free traffic from Google.
We also received this wonderful feedback from Jumoke herself:
“Working with Edens Digital was the best decision I ever made for my business. They didn’t just give me a new website. They gave me a new business asset. My sales have skyrocketed, and I finally feel my online store reflects the quality of my brand.”
Could Your Business Be Our Next Success Story?
If you’re reading Jumoke’s story and nodding along, it might be time to take a hard look at your website. Here are a few warning signs that you need a professional website redesign:
- You’re embarrassed to share your website URL with potential clients.
- Your site looks dated or broken on a smartphone.
- You have good traffic, but very few leads or sales.
- Customers tell you your site is difficult to use.
- Your business has grown, but your website hasn’t.
If any of these sound familiar, remember that you’re not just losing out on a better design. You’re losing out on sales. Every day your underperforming website stays online is costing you money.
Ready to stop leaving money on the table and turn your website into a powerful sales engine? Let’s talk about how our professional website redesign services can help you.
Contact Edens Digital today for a free, no-obligation website audit and redesign proposal.
