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Case Crocs: optimization of sales per hundred million. Part 1
Brand Crocs - one of the most famous shoe manufacturers in the world, "Crocs" are in all corners of the planet. In 2011, our team has begun work on a project related to the development, launch and optimize the sales process for Crocs. And in 2012 Crocs agreed to a significant expansion of e-commerce-direction, which included the completion and launch of new online stores in new geographic locations.
Most of the existing resources Crocs were developed on e-commerce-platform Demandware, so it was decided to continue to work and develop e-commerce-direction on this platform. Our task is to launch the new site on Demandware for Brazil and Japan, and individual resource CrocsAroundTheWorld, dedicated to the tenth anniversary of the company, redesign, improvement and optimization of the individual elements of existing resources, as well as checking out code optimization to increase conversion sites Crocs, on which will be discussed in article.
Introduction
As we wrote in our previous publication , effective design solutions make it possible to increase the conversion and optimize sales in the e-commerce-projects . At the same time, changes in the design on the basis of tests carried out to improve the usability by allowing to increase the conversion for each individual resource. It is worth remembering that in any e-commerce-effective project solutions can not guess - they must be based on an objective assessment, resulting in extensive quantitative and qualitative tests.
When it comes to finding solutions to increase conversion is usually used several types of tests, the most popular of them - A / B testing (A / B testing) and multivariate testing (multivariate testing). Usually, in the e-commerce-purpose applications, their conduct - the identification of optimal solutions to increase conversion or optimization of cost online promotion. Consider these two types of testing in more detail:
A / B testing
The meaning of A / B testing is to change one element of a page or a banner and subsequent analysis of the two versions (before and after the change) in terms of conversion. Consider a simple example:
Both images have been used by us in promoting our activity in the popular social network. Differed from one another only by a green border around the perimeter. At first glance - a slight change, but the test showed that the variant with frame two times more efficient than without it. Foresee such a difference in each case is not possible, but the A / B testing puts everything in its place. It is relatively simple and at the same time an effective tool for optimizing if e-commerce applications. But what if a lot of variables, if you want to test multiple elements and multiple configurations at the same time? In this case, commonly used multivariate testing.
Multivariate
Multivariate testing allows you to simultaneously test multiple site configuration. In fact, multivariate testing - a parallel implementation of multiple A / B tests. When dealing with a large number of orders at the global level as a result of the optimization of such testing becomes overarching. Here it should be noted that in the e-commerce optimization of the most critical for the order process (checking out code), which directly affects the conversion and, as a result, the profitability of the project.
Implementation optimization checking out code for Crocs
Working on the checkout, our team was faced with the problem of large amount of required resources associated with changes and optimizations in this section. The problem was that different countries had to implement a completely different set of fields and forms a completely different behavior logic steps checking out code at the same time taking into account the possibility of testing to optimize conversions. The task is complicated by the fact that in standard cartridges platform Demandware, including in SiteGenesis - basic version, on the basis of which is usually carried out customization for different clients - the logic of this section is implemented "tough." Each time you add a site to a new country, it was necessary to extend the basic functionality. As a result, the logic of checking out code has become too complex to understand, and extend it further has become almost impossible.
In the case of Crocs, especially for Demandware platform we have developed and proposed a new architecture that allows to achieve a higher level of abstraction and introduce each step checking out code in the form of a "container", whose behavior, including the sequence of steps and checking out code, determined by the configuration file, and content can be easily adjusted by arranging elements in the form of a random sequence. For the implementation of the project should conduct extensive optimization of existing code. Crocs agreed to it, knowing that the new architecture will significantly later save resources to support existing and develop new functional checking out code, and effectively optimize and testing to improve conversion. Currently based architecture Optimized Checkout on multiple sites Crocs (USA, Canada, UK and Australia) already operates a number of different configurations of checking out code (five-step trehstupentchaty and checkout, as well as one-click checkout) with support for testing and optimization.
As we mentioned in our previous publications, to effectively improve the conversion to e-commerce-website design and development must go hand in hand. In parallel with the development team, UX-designers have developed a set of prototypes and made a lot of recommendations to improve significantly the usability of sites Crocs. Our team of designers Digital Factors used to develop Engage UX, the utility for prototyping online resources, built on the principles of CWE (collective work environment), which allows our customers to give feedback and comments to the functional elements and design in the early stages of project development.
The combination of these factors has a direct impact on the conversion, and, ultimately, the financial success of each individual project. In the next post we will consider in detail the organization of the framework for automated regression testing, key technology and implementation of the code, which will help us in Crocs dostyazhenii their sales objectives.
Authors:
Konstantin Tishchenko
Vitaly Taradayko
Alexander Hominy
Source: habrahabr.ru/company/astoundcommerce/blog/234273/
Most of the existing resources Crocs were developed on e-commerce-platform Demandware, so it was decided to continue to work and develop e-commerce-direction on this platform. Our task is to launch the new site on Demandware for Brazil and Japan, and individual resource CrocsAroundTheWorld, dedicated to the tenth anniversary of the company, redesign, improvement and optimization of the individual elements of existing resources, as well as checking out code optimization to increase conversion sites Crocs, on which will be discussed in article.
Introduction
As we wrote in our previous publication , effective design solutions make it possible to increase the conversion and optimize sales in the e-commerce-projects . At the same time, changes in the design on the basis of tests carried out to improve the usability by allowing to increase the conversion for each individual resource. It is worth remembering that in any e-commerce-effective project solutions can not guess - they must be based on an objective assessment, resulting in extensive quantitative and qualitative tests.
When it comes to finding solutions to increase conversion is usually used several types of tests, the most popular of them - A / B testing (A / B testing) and multivariate testing (multivariate testing). Usually, in the e-commerce-purpose applications, their conduct - the identification of optimal solutions to increase conversion or optimization of cost online promotion. Consider these two types of testing in more detail:
A / B testing
The meaning of A / B testing is to change one element of a page or a banner and subsequent analysis of the two versions (before and after the change) in terms of conversion. Consider a simple example:
Both images have been used by us in promoting our activity in the popular social network. Differed from one another only by a green border around the perimeter. At first glance - a slight change, but the test showed that the variant with frame two times more efficient than without it. Foresee such a difference in each case is not possible, but the A / B testing puts everything in its place. It is relatively simple and at the same time an effective tool for optimizing if e-commerce applications. But what if a lot of variables, if you want to test multiple elements and multiple configurations at the same time? In this case, commonly used multivariate testing.
Multivariate
Multivariate testing allows you to simultaneously test multiple site configuration. In fact, multivariate testing - a parallel implementation of multiple A / B tests. When dealing with a large number of orders at the global level as a result of the optimization of such testing becomes overarching. Here it should be noted that in the e-commerce optimization of the most critical for the order process (checking out code), which directly affects the conversion and, as a result, the profitability of the project.
Implementation optimization checking out code for Crocs
Working on the checkout, our team was faced with the problem of large amount of required resources associated with changes and optimizations in this section. The problem was that different countries had to implement a completely different set of fields and forms a completely different behavior logic steps checking out code at the same time taking into account the possibility of testing to optimize conversions. The task is complicated by the fact that in standard cartridges platform Demandware, including in SiteGenesis - basic version, on the basis of which is usually carried out customization for different clients - the logic of this section is implemented "tough." Each time you add a site to a new country, it was necessary to extend the basic functionality. As a result, the logic of checking out code has become too complex to understand, and extend it further has become almost impossible.
In the case of Crocs, especially for Demandware platform we have developed and proposed a new architecture that allows to achieve a higher level of abstraction and introduce each step checking out code in the form of a "container", whose behavior, including the sequence of steps and checking out code, determined by the configuration file, and content can be easily adjusted by arranging elements in the form of a random sequence. For the implementation of the project should conduct extensive optimization of existing code. Crocs agreed to it, knowing that the new architecture will significantly later save resources to support existing and develop new functional checking out code, and effectively optimize and testing to improve conversion. Currently based architecture Optimized Checkout on multiple sites Crocs (USA, Canada, UK and Australia) already operates a number of different configurations of checking out code (five-step trehstupentchaty and checkout, as well as one-click checkout) with support for testing and optimization.
As we mentioned in our previous publications, to effectively improve the conversion to e-commerce-website design and development must go hand in hand. In parallel with the development team, UX-designers have developed a set of prototypes and made a lot of recommendations to improve significantly the usability of sites Crocs. Our team of designers Digital Factors used to develop Engage UX, the utility for prototyping online resources, built on the principles of CWE (collective work environment), which allows our customers to give feedback and comments to the functional elements and design in the early stages of project development.
The combination of these factors has a direct impact on the conversion, and, ultimately, the financial success of each individual project. In the next post we will consider in detail the organization of the framework for automated regression testing, key technology and implementation of the code, which will help us in Crocs dostyazhenii their sales objectives.
Authors:
Konstantin Tishchenko
Vitaly Taradayko
Alexander Hominy
Source: habrahabr.ru/company/astoundcommerce/blog/234273/
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