Development of a multi-brand online store

CLIENT

The Store is an American company that restores and then sells certified electronics.

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Problem

Initially, the client aimed at creating a marketplace: a global marketplace with support for several languages, seamless payment in a single “Cart”, and complex integrations with a large number of services.

During the development process, the client's goals changed. Our team was faced with the task of transforming the marketplace into a multi-brand online store.

Solution

• Transforming a marketplace into an online store on Magento 2.3.2, Nginx 1.15.10, Node.js

• Akeneo PIM implementation

• Integration of Viral Loops, Pepperjam, Zaius, Nosto, Lengow, Criteo marketing services

• Integration with payment services and fraud prevention and chargeback services

• PWA implementation

• Single design for the site

Transforming a marketplace into an online store

Our team has developed a modern online store on Magento 2.3.2, Nginx 1.15.10, Node.js.

Akeneo PIM implementation

The functionality of previous developments has been adapted to the needs of the online store.

The introduction of Akeneo PIM made it possible to download, edit and synchronize data from ERP systems and send relevant information to the sales channel.

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Marketing services integration

The marketing services Viral Loops, Pepperjam, Zaius, Nosto, Lengow, Criteo were integrated. They allow you to automate user acquisition processes, participate in affiliate marketing programs, manage customer relationships, conduct analytics, and launch personalized retargeting campaigns.

PWA implementation

As a result of the introduction of PWA, the product view rate per session has increased. PWA does not require updates and free memory on the user's device; you can perform actions on the site offline. Thus, due to the continuity of the session, the level of customer retention at each stage of the funnel has been increased.

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Integration with payment services

Online payment options have been expanded through integration with Apple Pay, Google Pay, PayPal payment systems, as well as with the BlueSnap online payment processing service.

Riskified, a fraud prevention and refund service, has been integrated to protect transactions.

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Project redesign

An important part of the project's transformation is the redesign of the marketplace into an online store. The update meant not only a change in the visual image, but also an increase in the customer's online positioning.

Disclosing the client's USP — selling refurbished electronics without loss of quality — we offered him a position within the global trend of conscious consumption and respect for nature.

We stressed that The Store gives electronics a “second life”, reduces the need to produce new equipment and thereby protects nature.

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01 Home page structure

According to research in the field of e-commerce development, the more varied the content on the home page, the more likely it is that visitors will find something interesting for themselves and will not leave the site for a long time.

Adding blocks with new products and promotions, creating product collections, designing different types of banners — all this helped us expand our sales funnel at the entrance.

In addition, we have developed a smart search with tips and mini-product cards. Search optimization was important because the search conversion rate is much higher than elsewhere in the funnel.

02 Catalog

Using filters and sorting, the product catalog allows you to quickly find the products you need and compare them with each other.

We have optimized the pagination of catalog pages to meet the requirements of search engines. Now additional products are shown without reloading the page, without distracting the user from the content.

03 Product card

For the product card, we have created a concise design that focuses the user's attention on completing the purchase.

Special attention was paid to working out typical objections. Selling refurbished electronics is a tricky niche: the target audience often doubts whether a seller can be trusted. We have placed information on the product card about warranty, delivery and useful features in accordance with the recommendations of world leaders in usability and sales psychology. The rest of the redesign was also aimed at increasing the level of trust.

04 Basket

We've brought the Cart and checkout pages into compliance with U.S. law. Payment takes place in three stages: first, the user enters personal data, then selects delivery terms, then fixes the payment method and enters the address to send the check.

results

In 4 months launched MVP

In 8 months changed functionality, redesigned, integrated ERP, fine-tuned business processes

0.1 sec. page load speed

1.20% conversion when MVP is launched

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