Website Optimization Case Study: Why You Might Not Want To Redesign Your Website


When it comes to e-commerce, your business website is the one piece of the puzzle you have complete control over. Many CEOs and marketing directors make the mistake of believing that redesigning and developing a website is a one-and-done process. You make the website, you launch the website, and you’re done. But this case study might make you reconsider whether you really need a whole new site or if you need a website optimization program. 

But before you make that leap, think about this; if you have a car that isn’t working properly, you don’t buy a new car right away do you? Of course not, you open the hood and check all the individual pieces of the car to determine where the issue is coming from. The same idea applies to your website. Consumer buying behavior is dynamic and evolving and that’s why website optimization can be a better plan for generating additional e-commerce revenue vs. throwing out the whole site and likely torpedoing your revenue with a ground-up website redesign and redevelopment. 

Website optimization is the process of making incremental changes in order to generate increased revenue returns.

A consumer packaged home delivery subscription brand came to Angelsmith after having recently redeveloped its website from the ground up.  The site looked pretty, but the redesign had completely destroyed their revenue.  The designer/developer had little experience actually making websites perform. It nearly put this healthy home delivery service out of business. 

They were overwhelmed and didn’t know what had gone so terribly wrong.  They were referred to us by another company whom Angelsmith had helped in exactly the same situation.  We applied our systemic approach, identified key drop off points in the checkout process, and began testing our theories within 72 hours. 

The website optimization case study results are below.  Please let us know if you have any questions or would like to get started increasing your website conversion rates. 


The initial design and user experience (UX) of this new website were created by a graphic design firm who made pretty pictures, but had little experience with actually making websites convert. After the new website design was launched, the company’s healthy subscription and home delivery service saw an immediate and dramatic drop in sales conversions. With annual revenue of more than $3 million, pre-website redesign, this represented a significant economic hit and threatened their future. 


Angelsmith’s theory was that the website’s cart path was unnecessarily complex and that the order in which the site captured data was inverted. To fix this issue, we first streamlined the cart checkout process and reorganized how data was requested from and displayed to buyers.


Within 58 days,Angelsmith tripled the company’s conversion rate from below the industry average to more than 5%, reduced cart abandonment by 21% (this is huge!), and recaptured revenue on 8% of cart abandonment by developing an automated email series.

Ongoing website optimization is about analyzing consumer buying behavior that drives upgrades to continuously increase the sales conversion rate.

Knowing how and why buyers make purchase decisions helped us to develop the theories we test. Like driving a car, or getting a makeover, the end result isn’t about making the final product completely new, it’s about improving upon your already successful foundation.

If you have questions about this article or would like to schedule a call for more information about how we can help you achieve your financial goals through website optimization, schedule a call on my calendar and let’s see how we can help you improve your website’s sales conversion rate.