Implementing a new Magento theme as part of an online store redesign

Client

Founded in 1982, PANDORA is a jewelry house headquartered in Copenhagen, Denmark. As of 2019, PANDORA products are sold in 100 countries across six continents at more than 7,700 points of sale, including more than 2,600 concept stores.

Challenge

Our objectives were to implement a new theme on Magento, adapt a foreign redesign layout taking into account the behavioral characteristics of Russian users, and take into account the client's current marketing integrations.
The deadlines were limited, as it was necessary to launch the site by Black Friday, while ensuring its stability under high loads.

Solution

• Implementing a new theme in Magento
  

• Adapting the redesign layout taking into account the behavioral characteristics of Russian users
  

• Website functionality improvements
  

Implementing a new theme in Magento

It took two months to complete the project: it was necessary to complete the project before Black Friday. Time was limited, and in order to meet the deadlines, we needed to divide the site's functionality into critical functionality and deferred functionality. This way we were able to spend more time and focus on implementing critical functionality before starting what was postponed.

Adaptation of a foreign redesign layout

The website redesign layout, which came from the head office, was suitable for foreign audiences. For Russia, it was necessary to adapt the design to the behavioral characteristics of the Russian audience.

Thus, the standard foreign-version checkout page takes place in two steps due to the peculiarities of e-commerce legislation. There are no such legal requirements in Russia; we offered the client a one-page checkout. Using the data-driven design methodology, we were able to increase the checkout rate in the sales funnel. The Black Friday results confirmed this.

Implementation of pending tasks

Upon completion of the first part of development, we started secondary tasks: we upgraded the wish list, finalized the “Reviews” block in the product card according to the design.

results

We managed to implement the project before Black Friday and set up site analytics before the release. The site coped with the heavy load during the sale, after which we compared this year's results with the previous one — and we were pleased with them.

By 137%

revenue increased

By 201%

the number of transactions has increased

By 130%

conversion has increased

Improving the site's functionality

Work on the project is continuing.

The client plans to finalize the “Stylist's Advice” section on the website with recommendations for selecting products, fix the “Cart” block, stylize transactional emails, supplement the product card with the “How others wear it” block, and much more.

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