An electronics merchant had grown from a pure online store into a company with four pillars: selling devices, buying used devices, wholesale for business customers and IT consulting. The homepage only told the story of one of them, and not the most important one. The request was a redesign. We recommended rethinking the structure first.
The request
The homepage opened with “Sell your device”, in other words the buyback. Anyone who wanted to buy something had to scroll down. Business customers and consulting barely featured. Every visitor, whatever they came for, landed at the same entry point.
What we recommended
Four intentions, four paths. Buying, selling, wholesale and consulting are four different visitors with four different questions. The homepage should send them to the right section in seconds instead of pushing everyone through the same funnel.
The buyback is a system of its own. Device selection, condition questions, price calculation: that's not an extra Shopify page but a separate solution that has to be assessed on its own. It stays, but gets integrated cleanly.
Wholesale needs answers before design. How do business customers register? Who approves them? How many price tiers are there? Only once that's clear can the section be designed.
Consulting: information or product? Consulting can be an information section with a contact form or a bookable package in the store. That changes the structure completely and has to be decided upfront.
What you can take away
- A growing business breaks the navigation first. If your homepage only shows part of your business, that's not a design problem.
- Separate your visitors' intentions. People who want to buy don't want to scroll through the buyback, and vice versa.
- Settle the business questions before design. How do B2B, buyback and consulting work? The answers shape the pages.
- Assess existing custom solutions one by one. Not everything has to be new, but everything has to fit.
Has your business outgrown your website? We reorganize it around what you really do today.