Deep
Magento
personalization
case

Public Desire

United KingdomUK

Public Desire is a world online footwear brand that makes women happy all over
the globe. Having the distribution center in the UK, the company ships to anywhere
in the world. Due to the variety of products as well as good quality, the brand is
steadily taking on the market.

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The Challenge

The first development company which Public Desire collaborated with didn’t meet their expectations because of the bloated budget. The service cost was much more expensive compared with the average price on the market. At the same time the result of the work wasn’t satisfactory, as the level of performance was quite low.

When we were entrusted to develop the project, we got the following goal: extend functionality and, as the result, push up the sales. Besides, the current development needed improvements and optimization. Eventually, we expected to get the contemporary store which works properly and provides buyers with excellent shopping experience.

From Public Desire’s point of view, the web store should work properly while sales are increasing. With the help of new extensions which were implemented, the website now possesses high performance that allows managing heavy traffic.

The development process

We’ve done a great job in customizing this store. Here are a few of our solutions that we implemented to maximize the user's personalization of the Magento site.

The pain point At first, the client's problem was the poor performance of the site, slow speed, which led to a letdown in traffic and, consequently, in sales. However, our careful analysis revealed that the inconvenient interface and the wrong usability model of the site also influence on the decrease in purchases, and the user did not understand where to search the necessary information, or left, realizing that he needed to make a large number of clicks to find it.

Services stack we implemented

Deep Magento personalization
Responsive design
Magento third-party integration
UI/UX design
Performance optimization
Marketing processes automation

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Implementation
in action

Visual merchandising: Visual merchandising

At the level of customer preferences management from Magento, we developed an admin panel with an inbuilt editor, which allows you to construct scenarios for displaying goods in a virtual showcase, depending on what you have studied about the customer. Meanwhile, the customer sees this as follows – depending on the goods clicked as previously ordered ones, he is offered other products, which can also be interesting, and promotional offers.
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Sweet tooth loyalty program: Sweet tooth loyalty program

Having shared an interesting product from the site in social networks, the user receives points that he can use to get bonus opportunities on the store's website. The received bonuses are also implemented at the payment stage in the personal cabinet.
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Multi special price module: Multi special price module

The integrated module is responsible for the product price formation, depending on the daytime and dates. It is also possible to assign a certain discount to the target audience group: marketers form groups from the customer base, and assign discount programs, PR campaigns to them. Similar target groups, for example, can be pensioners, parents, children under 10 years old. For easy management, we also implemented the ability to download the client database as a CSV table.
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Email marketing automation: Email marketing automation

To integrate the email sending service with the Magento site, we used Oracle Responsys, where we built the-chain-of-letters algorithm, and automated the algorithm, depending on the customer's behavior on the store's website. For example, if the customer has added the goods into the shopping cart, but has not completed the order, he will be notified after a certain time. Therefore, depending on the client's actions, various scenarios are leveraged, and special emails are automatically sent.
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A/B testing: A/B testing

To conduct A/B testing, we used Oracle Maximizer, analyzing the user behavior on the site with different designs and functional elements.
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Magento Stripe integration: Magento Stripe integration

Stripe is a payment system like PayPal. However, many online store owners prefer to use it so far as it greatly simplifies the transaction for the buyer, complying with all security protocols. Compared to PayPal, Stripe payments are processed faster by the system, and the transferring process is instant.
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Magento PayPal integration: Magento PayPal integration

As far as PayPal is still the most popular payment system, we have implemented a PayPal integration module in the site structure.
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Magento GA integration: Magento GA integration

To gather detailed data about customer behaviour on the Magento site, the client needed to use an advanced Magento Google Analytics integration module. Therefore, we adjusted such metrics as removing a commodity from a shopping cart, a list of all products inside a shopping cart, a chosen currency parametre for payment and so on.
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Magento Volo CRM integration: Magento Volo CRM integration

The customer complained about inaccurate or untimely data update in the corporate CRM system, most of which employees put in manually. This could happen, when the customer makes the item back, the information was not displayed in the CRM system, and the goods could mistakenly be sent to the buyer. To solve this problem, we made a complete integration of the Magento site with the Volo CRM system, which the customer used.
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Achievements

DRAG

Total sales
increased
by 8%
According to Google Page
Insight, the page speed load time
was reduced to 1.7 seconds
The Add to cart
indicator on the site
increased by 12%
Page load time
decreased
by 40%
The Cart abandonment
indicator decreased
by 10%