How Yotpo Achieved a 93% Conversion Increase with Website Redesign

How Yotpo Achieved a 93% Conversion Increase with Website Redesign

Table of Contents

  1. Introduction

    • About Strike Gold
    • Guest Introduction
  2. The Decision to Redesign the Website

    • Analyzing the Current Situation
    • Identifying the Need for Redesign
    • Convincing Stakeholders
    • Determining the Right Time
  3. Building the Team and Setting Goals

    • Structuring the Growth Team
    • Defining Key Performance Indicators (KPIs)
    • Benchmarking and Research
  4. Designing and Developing the Website

    • Working with the Design Team
    • Incorporating User Feedback
    • Balancing Data and Design
    • Creating a Storytelling Experience
  5. Content Creation and Optimization

    • Researching Competitors and Messaging
    • Collaborating with Sales and Marketing
    • Prioritizing Information on Pages
    • Testing and Iterating Content
  6. Launching and Monitoring

    • Releasing Pages Gradually
    • Analyzing Data and Making Adjustments
    • Evaluating Lead Quality
    • Monitoring User Behavior and Conversions
  7. Tools and Technologies Used

    • Prototyping and Design Tools
    • Analytics and Heat Mapping
    • User Testing and Customer Feedback
  8. The Role of the BI Team

    • Involvement in Post-Launch Analysis
    • Tracking Key Metrics and Performance
  9. Conclusion

    • Success of the Website Redesign
    • Lessons Learned and Future Plans

Redesigning Your Website: A Journey to Increased Conversions


In today's episode of Strike Gold, we have a special guest - the Head of Growth at Yolk Paw, a leading e-commerce company. We will be discussing their recent website redesign project that resulted in a staggering 93% increase in conversions. Join us as we uncover the secrets behind their success in this exclusive interview.

The Decision to Redesign the Website

Before embarking on their website redesign journey, the team at Yolk Paw analyzed the current state of their website and recognized the need for a complete overhaul. Outdated design, low conversion rates, and a lack of scalability were some of the key issues they faced. Convincing stakeholders, including the CEO and CMO, of the importance and timing of the redesign was a crucial step in moving forward.

Building the Team and Setting Goals

To ensure the success of the project, a cross-functional growth team was assembled, consisting of experts in design, development, and content creation. The team set clear goals, identifying key performance indicators (KPIs) such as conversion rates, time on site, and pages per session. Benchmarking competitors and conducting extensive research helped them define a vision for the new website.

Designing and Developing the Website

Working closely with the design team, the growth team crafted a visually compelling website that focused on user experience and engagement. By analyzing user feedback and conducting user testing, the team made informed decisions about the design and layout of each page. They prioritized essential information and ensured that the messaging aligned with the brand's tone and voice.

Content Creation and Optimization

Content played a vital role in the website redesign process. The growth team researched competitor websites, analyzing what worked and what didn't in terms of messaging and content structure. They collaborated with the sales and marketing teams to understand customer pain points and objections, integrating this knowledge into the content creation process. Through iterative testing and optimization, they honed the messaging and ensured that it resonated with their target audience.

Launching and Monitoring

Rather than launching the entire website at once, the team took a phased approach, releasing pages gradually. This allowed them to gather feedback and make adjustments along the way. They closely monitored website analytics, conversion rates, and lead quality to ensure that their redesign efforts were yielding positive results. Any issues or areas for improvement were addressed promptly, contributing to the overall success of the project.

Tools and Technologies Used

The growth team at Yolk Paw utilized a range of tools and technologies to streamline the website redesign process. Prototyping tools such as Balsamiq and InVision helped them visualize and refine their design concepts. They used heat mapping and screen recording tools like Hotjar and FullStory to gain insights into user behavior and make data-driven decisions. Tools like Drift and Mixpanel enhanced the user experience and enabled effective communication with website visitors.

The Role of the BI Team

Throughout the post-launch phase, the BI team played a critical role in monitoring key metrics and analyzing website performance. By tracking conversion rates, lead quality, and other relevant data, they provided valuable insights that helped the growth team make informed decisions. The collaboration between the growth and BI teams ensured the success of the website redesign project.


The website redesign project at Yolk Paw was a resounding success, with a significant increase in conversions and improved user experience. By focusing on user feedback, data analysis, and the alignment of content and design, the growth team was able to create a visually appealing and highly functional website. The lessons learned from this journey will continue to guide Yolk Paw as they strive for further growth and success in the e-commerce industry.

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