How we approached the challenge
Our first job was to find the right CMS to handle such large-scale ecommerce. Magento was the logical solution, as it’s geared up to handle the shop’s huge range of more than 60,000 products. It’s a reliable platform too, which was a must considering the existing site saw 10,000 unique visits per month.
The next task was to look at user journeys. In consultation with Direct Heating Supplies, we analysed the current user paths and used this data to enhance the UX of the new site. We had a clear idea of what customers needed to do, and how we would help them to do it. This dictated both design and development decisions, via a product-led user journey.
As a fast-growing business, Magento offered another vital ingredient: a fully-scalable solution. It allowed Direct Heating Supplies to scale up in-house via the CMS. And, in conjunction with us at Bing Digital, there was plenty of scope to create new functionality with ease.
Mobile ecommerce (or mcommerce) is now a big slice of the market, so a fully-responsive site tailored to specific devices was a must. We developed slightly different user journeys depending on the viewing platform – whether iPhone, iPad, Android or any other popular device. That meant there was a faster route to product, with the aim of boosting mobile conversion rates.
The huge product range also highlighted the need for easy navigation. Our UX team created new user journeys, including product and category highlights within search results and a layered navigation to view each item by brand or specification.
Product pages were a big consideration for usability, too. Each item needed high-level information as well as pdf downloads, clear delivery information, and call to actions. We also developed an onsite chat facility, related products section, and bundled products.
Last but not least, we needed functionality to really set Direct Heating Supplies apart from their competition. So we created a ‘shopping list’ section, which can be saved, viewed and purchased at a later date. It’s especially handy for customers to double-check an order with their plumber, to make sure it’s spot on.