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Case Study

Transforming E-Commerce Brand for Higher Conversion Rates & Customer Satisfaction

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Our client provides customizable embroidery, screen-printed apparel, and accessories. Whether for a company or school uniform, an industry event, or a family gathering, the team combines products, designs, and logos to create the best output. The client was seeking to enhance their e-commerce platform. They aimed to provide customers with streamlined development processes and improve feature integration to boost efficiency.

Technology Stack

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Laravel
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Laravel Livewire
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Client Vision

The client specializes in customizable promotional products, including apparel and accessories. Driven by a commitment to quality and customer satisfaction, they aim to create memorable branding experience for businesses of all sizes. Their range of services, from embroidery to screen printing, allow them to meet the unique needs of corporate clients and individual customers alike.

To achieve this vision, the client wanted a user-friendly e-commerce platform with customizable product options, user-based pricing, advanced search functionalities, and seamless third-party integrations. They aspired for an intuitive interface that smoothens the shopping experience, ensuring easier admin side inventory management, and making it simpler to manage the backend.

Unorganized Codebase

The existing Laravel codebase was not well-structured, which made it challenging for developers to update or maintain the system. This lack of organization complicated the process of implementing new features, leading to delays, and increasing the risk of bugs.

Time-Consuming Maintenance

The unclean codebase required time and effort to maintain, creating a lot of problems from developing new features. This made it difficult for our client to innovate and keep up with industry trends.

Missing Features

The unclear code structure made it tough to integrate essential functions, such as user-based pricing, quantity-based pricing, and design-based pricing, like embroidery, screen printing, and logo printing. This lack of features restricted our clients from offering a customized shopping experience, affecting customer satisfaction. This further prevented the platform from meeting the diverse needs of users and hindering overall sales.

Customization Difficulties

The system struggled to support a variety of customization options for products. This limitation made it hard for customers to create personalized items, reducing their overall satisfaction.

Integration Complexity

Our client faced challenges due to the absence of third-party integrations, such as payment gateways, inventory management, and shipping solutions. This led to bottlenecks in the development process, resulting in inefficiency and disruption in service delivery.

User Experience Issues

The technical complexities and lack of features of the backend impacted the overall user experience on the platform. Customers faced difficulties navigating the site, finding products, and completing transactions, which contributed to higher bounce rates.

Competitive Pressure

In the fast-paced, evolving market, these challenges could hinder our client’s ability to keep pace with the competitor who provided more seamless and innovative solutions. The inability to adapt quickly and better to their platform could pose a significant risk to their market position.

Code Optimization

Our efficient team of developers took the challenge of optimizing the unstructured code and reorganizing it. Through a process known as code refactoring, we resolved existing issues and streamlined the code, which made it easier for our developers to add new features. By improving the code structure, we significantly reduced the likelihood of bugs, resulting in a more stable site.

Feature Integration

The team worked towards integrating essential features such as user-based pricing, allowing different customer groups to view tailored prices based on their selections and quantities. Additionally, we developed options for various designing services, like embroidery, screen printing, and logo printing, which enabled customers to customize products according to their preferences. These enhancements created a more engaging and satisfying shopping experience.

User-Friendly Customization Tool

Recognizing the need for a better personalization experience, the team developed an intuitive customization tool. This new feature enabled customers to easily select colors, add photos, and choose styles in just a few clicks. The seamless user interface made customization accessible, increasing user satisfaction, increasing sales as customers feel good about creating their ideal products.

Simplified Third-Party Integrations

We focused on improving the connection between the website and various third-party services, such as payment gateways, tax implementation via Avalara, inventory management, and shipping providers. This also included product import from HitPromo and Shift4Shop APIs, as well as PicART API for background removal for image. By integrating these services, we created a streamlined process that reduced the chances of errors and delays. These improvements made it easier to complete transactions without any hindrance.

Efficient Maintenance Processes

With a clean and organized codebase in place, website maintenance became more efficient. Our team was able to quickly address issues as they arose and implement updates. These time savings enabled us to concentrate more on innovation and develop new features, ensuring the platform remains competitive and responsive.

Enhanced User Experience

We improved the overall design of the website to enhance user-friendliness. Navigation was simplified, enabling customers to easily find products without any issues. Additionally, we simplified the checkout process, allowing customers to complete their purchases more quickly. These changes led to a reduction in site abandonment rates and an increase in conversion rates and sales.

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Impact and Results

Increased Website Navigation

The improvement made to the website’s layout and features led to smoother navigation for users. With this, customers could find more products, resulting in a more enjoyable browsing experience and higher engagement rate.

Increased Customer Satisfaction

With a more user-friendly interface and personalized shopping features, customer satisfaction improved. Shoppers appreciated the ease of browsing through the products tailored to their needs.

Higher Conversion Rates

The enhancements in navigation, product displays, and the simplified checkout process led to higher conversion rates. As a result, more visitors completed their purchases, positively impacting our client’s revenue.

Simplified Maintenance

The clean, organized, and structured code allowed for easier maintenance. Our development team can quickly address issues or make updates without extensive downtime. This ensures that the website remains reliable and efficient.

Seamless Feature Implementation

The new structure made the addition of new features quite easy. This means that the client can respond quickly to market demands, introducing updates that increase the shopping experience without delays.

Advanced Filtering Options

These changes and the implementation of robust filtering options have made it simpler for customers to narrow their choices based on specific criteria. This potentially enhanced product discoverability, helping users quickly find what they want.

Final Thoughts

We developed a structured and organized e-commerce platform, showcasing our client's remarkable transformation. By tackling the challenges of an unclear codebase and missing features, we were able to create a user-friendly experience that resonates with customers. The integration of personalized options and seamless third-party services made shopping easier and more enjoyable.

Our team's efforts to simplify the navigation and checkout process led to higher conversion rates. Additionally, a clean code structure now allows for quick adaptation to market trends, ensuring our client stays ahead of the competition.

We're thrilled to have played a part in helping our client elevate their brand!

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