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Case Study eCommerce NICI
The official online store of the German brand NICI in Poland offers gifts, plush toys and accessories. The case study describes one of the first implementations in Poland, according to responsive web design.
Case Study eCommerce NICI
A cooperation with i-systems resulted in brand-new online store. This cooperation covered a number of activities, such as optimization of the sales process, or creating advanced integration which fit perfectly to the characteristics of the page.
eCommerce challenges
eCommerce challengesIn order to implement eCommerce system for NICI, a business and IT analysis was necessary, which allowed to identify the most important tasks:
Preparation of a new navigation in the store and increasing the readability of the home page on the basis of customers’ behaviours analysis and UX research.
Refreshing the design and preparation of a new layout, according to responsive web design. The purpose of these actions was full compatibility with mobile devices of various resolutions.
Maximizing comfort of visiting the online store using mobile devices.
Research and tests on user experience
Research and tests on user experience
All the works were supported by quantitative research and user experience research. The research enabled diagnosing the main areas of interest of target customers of the online store.
The categories of products have been placed in more visible places, in order to increase sales. On the basis of the research, new categories on the home page were also created.
The advantages of Responsive Web Design
Responsive Web Design makes the offer within easy reach of the customer
How to use space to efficiently present a number of products and categories? RWD is the solution, as it makes the website clickable. This image shows the click rate of the NICI online store. This research has been conducted on a basis of 5 thousand visits.
The advantages of Responsive Web Design
The advantages of Responsive Web Design
Automatic adjustment to all devices.
Image consistency on any device.
Having only one version of the site. This means lower maintenance costs and faster changes.
Google support.
Search engine optimization, which has a positive impact on PageRank.
Easy-to-maintain website – there is only one code of the website.
The best standards of Responsive Web Design
The most important work was related to the preparation of the online store according to responsive web design standards. The work was divided into three areas:
The best standards of Responsive Web Design
New layout
New pagination of products
New purchasing process and improved cart
The best standards of Responsive Web Design
The best standards of Responsive Web Design
New layout allows to reach the demands of users using mobile devices. As a result, the store became more transparent and functional.
New layout
The best standards of Responsive Web Design
The best standards of Responsive Web Design
According to research, customers visit up to 3 product pages. Standard pagination (1, 2, 3, 4) has been replaced by “load next X products”. This solution, along with an additional button, is more clear, especially for mobile devices.
New pagination of products
1 2 3 4(standard pagination)
Load next 20 products
The best standards of Responsive Web Design
The best standards of Responsive Web Design
Both elements has been simplified and adjusted to mobile devices.
New purchasing process and improved cart
Responsive Web Design
The key benefits of using responsive web design in the NICI store include:
Automatic adjustment of the store to mobile devices and maintaining image consistency of the brand.
Positive effect on positioning. Google's algorithms prefer websites with responsive web design.
Only one version of the website – lowers costs and fast changes.
Increased availability of the offer: more effective display increases chance for “spontagenous” shopping.
Customized marketing
Customized marketing
In order to increase sales and loyalty of the customers, a new module of loyalty program has been prepared. This module encourages customers to purchase, and in return they receive points. Collected points can be exchanged for prizes.
1 2 3 4
Customized marketing
The main advantage of this solution is an intuitive management for the store’s administrator and transparent rules for the customer. Admin can set the amount of points for the customer and products available to buy for the points.
1 2 3 4
Results of implementation
After implementation of the NICI online store, a comparative research on 5000 users was conducted. The key results are:
Results of implementation
Increase in mobile traffic
Decrease in bounce rate
Increase in conversion
100% 25% 26%
“With full responsibility I can recommend i-systems as a trustworthy and promising partner for a long-term cooperation in the field
of individual and comprehensive eCommerce services. I am convinced that i-systems
can guarantee projects of high quality and make their customers succeed.”
Małgorzata Wypychacznicisklep.pl
Design and implementation: contellio.com
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