{"id":225,"date":"2020-06-09T00:00:00","date_gmt":"2020-06-08T22:00:00","guid":{"rendered":"https:\/\/orienteed.com\/\/?p=225"},"modified":"2024-09-19T16:46:03","modified_gmt":"2024-09-19T14:46:03","slug":"how-to-drastically-improve-the-customers-payment-and-search-experience","status":"publish","type":"post","link":"https:\/\/orienteed.com\/en\/como-mejorar-radicalmente-el-checkout-y-la-busqueda-de-un-e-commerce\/","title":{"rendered":"How to drastically improve the customer's payment and search experience"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/XT0rUlBmQQA\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Checkout improvement.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Today we bring you <\/span><em><span style=\"font-weight: 400;\">business case<\/span><\/em><span style=\"font-weight: 400;\"> where we have had the opportunity to work on an existing e-commerce and radically improve the shopping experience, without intervening in the appearance of the web.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">One of the great milestones of this project has been the change in the process of <\/span><em><span style=\"font-weight: 400;\">checkout<\/span><\/em><span style=\"font-weight: 400;\"> towards a more dynamic and simple solution and an optimization of the search function. With this change, and from the selection of the item, the customer can complete the purchase in less than 45 seconds. And, of course, carry out a defined search of the items in the store (by brands, colors, categories, etc...) or a dynamic and immediate filtering in the list of products itself.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This is a project carried out on a multi-brand eyewear store, leader in its segment, and which, as we will see, faced different performance and user experience problems.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">To achieve this goal we apply different technologies at different levels of the web (front and back).&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Problems affecting the conversion rate<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The initial investigation of the website revealed several deficiencies which severely compromised its conversion rates. The most important and urgent areas to resolve were the following:<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Poor page-loading performance, with slow and insecure browsing.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">A <em>checkout<\/em> buggy and unintuitive.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Very low scores on Lighthouse audits, the market standard for evaluating web performance metrics.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Absence of tools to generate marketing content and to modify the catalog in a simple way.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Problematic Search and Product Filter functionalities.<\/span>.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">All the above points had a direct negative effect on the website\u2019s conversion ratios, and also on its mobile usability, which was a critical finding that needed to be addressed.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">What technologies we used:<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The success of our e-commerce project is attributed to several factors, one of which is the set of new technologies used to combat the problems found. These technologies differed from the ones used in the previous web state, which was monolithic and inflexible in nature. All this also took into consideration of the goal of preventing an increase in running costs compared to the old technologies used.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This<\/span><em><span style=\"font-weight: 400;\"> approach<\/span><\/em><span style=\"font-weight: 400;\"> allowed us to work in a decoupled manner for the various parts of the web, applying the best available solution to solve each of the problems identified and defined within <\/span><em><span style=\"font-weight: 400;\">scope<\/span><\/em><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Among the technologies we used in this project are as follows:<\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">For better performance<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">We used <\/span><strong>Static Site Generator<\/strong><span style=\"font-weight: 400;\"> (SSG) to speed up browsing and to make it a seamless experience for the end user. This technology allowed us to generate a website with apparent static content, which is inherently fast but whose data source is dynamic and flexible.<\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\">The specific SSG solution chosen is <\/span><strong>Gatsby<\/strong><span style=\"font-weight: 400;\">, based on React.<\/span><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">To simplify access to the catalog and marketing content<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">A <\/span><strong>Content Management System<\/strong><span style=\"font-weight: 400;\"> independent and <a href=\"https:\/\/orienteed.com\/en\/headless-ecommerce-platforms\/\" title=\"Top 9 Headless eCommerce Platforms for 2022 - 2023\">SaaS<\/a> Software-as-a-Service (SaaS) was used to manage all the dynamic aspects of the site. Through an accessible and easy-to-use web interface, the CMS allowed the management of both catalog and marketing content, which could be done directly or through bulk upload of data.<br>We opted for <\/span><strong>DatoCMS<\/strong><span style=\"font-weight: 400;\">, a highly flexible and configurable SaaS solution.<\/span><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">To improve the payment system<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">We selected SaaS tool <\/span><strong>Checkout tipo SaaS<\/strong><span style=\"font-weight: 400;\">, to deliver an agile and modern checkout experience, but with the necessary flexibility in shipping methods, payment types, address management, etc.<\/span><span style=\"font-weight: 400;\"><br><\/span><strong>SnipCart<\/strong><span style=\"font-weight: 400;\"> is a robust and powerful solution that enables an integrated management of the entire order flow.<\/span><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">To improve the search and filter system<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Taking advantage of the SSG approach <\/span><strong>client-site search<\/strong><span style=\"font-weight: 400;\">, making the catalog search an immediate and efficient process. Through this approach, the initialization of a webpage triggers a build of indexes that can be used at any time during navigation. The same consideration was made for the improved filter function, using indexes flexibly to generate filtered results to display immediately on the product list.<\/span><span style=\"font-weight: 400;\"><br><\/span><strong>Js Search<\/strong><span style=\"font-weight: 400;\"> is a modern and well-established search library that provides all the above functionalities in a convenient and simplified way with JavaScript and JSON.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">How does the new checkout work<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The choice of SnipCart allows us to easily incorporate a payment gateway to an existing website, in a personalized way and without additional complications.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This technology also includes the integrations which are fundamental to any e-commerce, such as mobile payment, connection to multiple payment gateways, application of discounts, shipping options, etc ...<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">However, the biggest change comes from the user's point of view, making it possible for them to make a purchase without registration in less than 45 seconds.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The new <\/span><em><span style=\"font-weight: 400;\">checkout <\/span><\/em><span style=\"font-weight: 400;\">is fully <\/span><em><span style=\"font-weight: 400;\">responsive<\/span><\/em><span style=\"font-weight: 400;\"> and allows for essential customizations in this regard, such as the size adaptation for the purchase buttons in the mobile version (which generally must be larger), or the font size and colors.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400;\">It also allows us to make a purchase as a guest user, thus removing the barrier of filling a form with information fields that are not necessary for that purchase.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/EHnt3tNOf2s\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">How have we improved the search function and filters<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The new search and filter features are now more responsive and very fast loading, giving the feeling of \"static navigation\" as with the rest of the website.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">It is sufficient enough to configure a data source, the catalog from <a href=\"https:\/\/en.wikipedia.org\/wiki\/Content_management_system\" target=\"_blank\" rel=\"noopener\" title=\"\">CMS<\/a>, a series of indexes, and catalog properties of the customer's choice, so that the search and filters are configurable and accessible at any time during navigation.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">With its self-configuration of the indexes, the list of possible filter values \u200b\u200bis constructed dynamically using the existing data from the catalog.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">In addition, different search strategies (exact results, partial, with prefixes, ...) can be used easily and conveniently, even with the ability to implement our own custom strategies (for example, <\/span><em><span style=\"font-weight: 400;\">case insensitive<\/span><\/em><span style=\"font-weight: 400;\"> but with keyword restrictions).<\/span> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">What do you think about our latest project?<\/span> <em><span style=\"font-weight: 400;\">\u00bf<\/span><\/em><span style=\"font-weight: 400;\">Did you have the same experience using similar technologies?&nbsp;<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Checkout improvement. Hoy os traemos un nuevo business case donde hemos tenido la oportunidad de trabajar sobre un e-commerce ya existente y mejorar radicalmente la experiencia de compra, sin intervenir en la apariencia de la web.&nbsp; Uno de los grandes hitos de este proyecto ha sido el cambio del proceso de checkout hacia una soluci\u00f3n&hellip;&nbsp;<a href=\"https:\/\/orienteed.com\/en\/como-mejorar-radicalmente-el-checkout-y-la-busqueda-de-un-e-commerce\/\" rel=\"bookmark\">Read More &raquo;<span class=\"screen-reader-text\">How to drastically improve the customer's payment and search experience<\/span><\/a><\/p>","protected":false},"author":4,"featured_media":1603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[148],"tags":[6,44,45,42,8,43,17],"class_list":["post-225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-desarrollo-ecommerce","tag-b2c","tag-case-study","tag-caso-de-exito","tag-checkout","tag-ecommerce","tag-search","tag-transformacion-digital"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Uno de 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