The previous webshop was built on CS-cart. An eCommerce platform where any customization or addition of new functions required involvement of coders. Due to these complications some features were not installed properly or fully. For instance, Google Analytics offered only some data, mostly visitors’ behavior but not on sales.
The owner herself told us that a significant part of her orders are coming from Russia & Russian speakers (as she is originally from Russia). Statistics confirmed that a significant amount of visitors were coming from this region. Unfortunately, a bounce rate among this group was quite high, meaning that people were leaving the webshop quite fast after opening it. This loss of potential customers happened due to the fact that the webshop was in English with only one static page in Russian.
The client felt that a design needed to be better aligned with the brand image and fit the most recent trends in the cosmetics industry.
Besides the webshop, Nazelie sells their products on Amazon. Orders from the webshop and Amazon were handled separately and data was not synchronized. Fragmented processes led to extra manual work and inconvenience for the customer service department.
Communication with (potential) clients was organized through online chat (VCita) and email, which were also not synchronized.
We chose to build a new webshop on WooCommerce, the #1 eCommerce platform worldwide. WooCommerce offers various functionalities – for a fraction of both cost and time – compared to custom-built webshops. New functions are coming with plugins, pre-made programs that can be separately purchased and connected to a webshop. Among others, the following functions were added:
– Social login, liking and sharing with the aim to support promotions through Facebook, Twitter and other social media
– Affiliate program aiming to motivate bloggers to write about Nazelie products and generate more sales
– In-shop promotions and a persistent cart aiming to increase webshop conversion rate
– Fully functioning bilingual setup helps to improve conversion rate among Russian visitors
– Orders from Amazon are now synchronized with the main database and are being processed centrally from within the webshop. This helps to reduce time and prevents the loss of data.
It is also important that WooCommerce is easy to work with. Creating and translating pages, products, blog posts does not require special knowledge and now can be done by Nazelie managers easily.
The online chat was changed to ClickDesk, which is synchronized with Agile CRM. Agile also collects all emails sent and received, so all communication as well as customer data is now saved in one place. Agile CRM also offers marketing & sales automation. For instance, targeting customers and leads based on behavior, all automatically.