Creation of an online furniture store | Dommino
Task
To develop a new website (after the website developed by the Top web studio of Ukraine, which failed technically) for the young brand of the manufacturer Dommino, which should become the best online store in the middle price segment of the Ukrainian upholstered furniture market, in order to make it a leader and increase sales. The site must be relevant for many years and scalable in functionality.
Solution
We accepted an ambitious challenge and did it - we developed the most convenient online store of upholstered furniture in the CIS based on an analysis of competitors’ websites, the client’s business and the formation of a USP.
Programming advanced functionality on CMS Magento gave high flexibility in managing the site, products and orders, and great potential for project development in terms of range and functionality.
Result:
- This allowed us to become a leader in Ukraine, as well as to significantly increase online and offline sales, exceeding even the wildest expectations of the client.
- Comprehensive, innovative solutions for the niche made it possible to speed up the decision to make an online purchase by 6 times.
- We continue to constantly improve the site in the format of corporate support, which ensures further growth of the project's performance.
Website concept
An ambitious task requires an attentive and comprehensive approach to every detail. By combining the latest trends in UX/UI design (from Google and Apple) with advanced web development technologies in “business packaging”, we were able to not only apply working solutions from Top competitors, but also significantly improve the customer experience by finding simple and original Know-how how for custom functionality and implementing the USP of the business in the interface.
1 Prototyping - UX
Designing an intuitive interface and structure based on “character creation” made it possible, taking into account the behavioral scenarios of the main user groups, to provide a solution to the user’s problem along the shortest path and convenient navigation around the site.
2 Home and Catalog. AB testing
The development and consistent implementation of 2 unique design options (UI) Home and Catalog, as a strategic step, bore fruit, revitalizing competition, and justified our hypothesis. An alternative option based on market leader benchmarking turned out to be significantly less effective than the one we propose for UX/UI design.
Non-standard design of the Home page allows you to solve a large number of marketing problems and be remembered by users starting from the first screen.
And the optimal tile display in the Catalog in terms of the number of products and filtering provide convenience of choice, emphasizing the assortment and wide selection of parameters, which allows you to choose upholstered furniture to suit any needs.
3 Card Product
The key feature of the site was the implementation of an interactive module based on an innovative product configurator, which allows you to assemble the sofa of your dreams in a few clicks - select the color and other pricing options, emphasizing that the user has arrived at the manufacturer’s website.
4 Cart and Checkout
An advanced shopping cart with additional marketing blocks aimed at upselling allows you to increase your order receipt.
5 Blog
A blog created for content marketing. As well as writing SEO articles (copywriting) and creating unique video content, you can work more effectively with incoming traffic.
6 Contacts
The contacts section has an important role, since the client has one of the largest furniture chains in Ukraine, and most of the sales in the segment occur offline, where 80% of offline buyers visit the website before purchasing. Therefore, we paid great attention to “finding the best solutions” for UX/UI, having studied the experience of different niches.
This allowed us to effectively transfer unconverted visitors to salons and increase overall profitability.
7 Other pages
We worked on the site in the smallest detail, down to such pages as Contacts, About Us, Delivery and Payment, Warranty, Partnership.
8 Layout and adaptability
The site is not only adaptive, but also flexible. Adaptive maintains the ease of selection and speed of even complex functionality, like a configurator from smartphones, allowing you to easily make purchases from different devices. This gives a perfect display on any devices, browsers and resolutions
9 Integration
Integration and configuration of modules (online chat, IP telephony with Call tracking and call back widget, CRM, email marketing, payment system - LiqPay) increased the efficiency of interaction with customers.
10 Project support and development
Support and development of the project allows us to constantly improve its performance (sales and conversion), consolidate and increase the achieved competitive position. Thanks to continued cooperation in the format of corporate support and constant development, the project shifted from the position of the previous market leader, forcing it to move from the “middle -” price segment
Technologies
Transferring SEO improvements from a previous site (Opencart) to a new one (Magento) while maintaining SEO results. Ensuring that the back-end improves positions in search results.