For Vorssa Ink, which manufactures domestic earrings by hand, we built a super-modern and efficiently converting online store, the extensions of which also automatically handle other tasks that we are traditionally used to.
This modern online store has taken automation to a whole new level. Email automations, automatic product-specific customer reviews and the possibility to recommend products to friends using referral sale codes work in the background completely unnoticed with the help of applications around the clock.
The dealer portal, where you can apply to be a dealer, place product replenishment orders and download dealer material, is the finishing touch. Retailers can order and pay for their replenishment orders at any time, according to their own needs, directly in the online store, using payment and delivery options aimed at companies.
Together with the customer, we think about the most important features/functions for the new online store.
- Reliable measurement of conversion and sales data
- Email automations (abandoned shopping cart and newsletter subscription)
- Quality Product Reviews
- Streamlining order processing
- Clarification of product groups and navigation
- Converting product cards
- Dealer portal
- Language versions
In this article, we familiarize ourselves with the possibilities of modern online shopping through the Vorssa Ink reference.
1. Needs and plan
Before renewing the online store, it was good to list the problems of the old online store and identify what caused the challenges. Often, an old online store is wanted to be renewed, because the appearance of the store already looks outdated and making changes is tedious.
The customer's old online store was Woocommerce on the online store platform. Maintaining, developing and editing the pages was time-consuming, technically demanding, and it was difficult to make the layout look good.
Reliable monitoring of digital marketing results and analytics was almost impossible because it was difficult to make the numbers match. All developments related to digital marketing were always based on the best guess. However, we had already collected sales data and tracked expenses with the help of an excel table. So we were sure that the advertising was productive and scalable, so the sky was the limit with the new online store. So we started outlining the new online store and the necessary features.
The implementation of the online store therefore had to take into account:
- Easy, fast and effortless use
- Modern and high-quality appearance
- Waterproof analyte monitoring
- Integration of marketing platforms and utilization of the conversion app
- The platform makes it possible to increase sales
- Time-saving tools
We agreed to create a high-quality and long-lasting online store from the beginning. It's great when everything works as it should and you don't have to spend extra time looking for problems.
2. Choosing a Shopify theme
Shopify's theme library offers a wide selection of both free and paid themes. In the Shopify theme store, you can search for themes based on purpose of use, features, number of products, or reviews.
When choosing a theme base, the most important thing is to find a theme that offers a wide range of ready-made content sections for the plan and functional additional features that help, for example, in clarifying the product card.
The prices of paid themes vary between €150-€350. You should not choose a theme based on the price, because the payment is one-time and you have the license key forever.
For Vorssa Ink's new theme, we chose the Motion theme base produced by the Canadian company Archetype .
The Motion theme allows for a high-quality mobile experience, elegantly civilized animation movements and fast page loads despite the large selection.
We already had much previous experience with Archetype theme bases. All of the manufacturer's theme bases have always been ahead of their time, and the continuous development work even for older themes had made a reliable impression on us. Archetype designs themes especially for mobile use, and the company's themes were the first themes with the possibility to modify the appearance of the online store separately for mobile and computer view.
We often have Archetype's theme options as our first recommendation to customers.
3. Appearance and navigation
Vorssa Ink earrings have their own distinctive, unique style and the brand look is strong, original but spectacular. We wanted to bring the same distinctive style to the look and feel of the online store as well. Large and impressive mood pictures, strong and attention-grabbing colors and bold and distinctive language guarantee that websites and products arouse interest and emotions in customers. This creates a longer memory for website visitors. We believe that many website visitors will remember the brand and know how to search for products later as well.
The navigation, collections and product cards were challenging to build to be comprehensive, informative but also suitable for the image. The ragged content from the previous platform was also a challenge. Editing and updating the Woo Commerce platform had been a pain, so the product cards were different from each other and contained old and empty content. In practice, each product card had to be rebuilt and common color, material and size variations created. The categorization of the products also had to be considered with the manufacturing materials, jewelry collections and the customer's search wishes compatible. When there are dozens of products and dozens of color and size options for each product, creating clear collections and ensembles was very important for the future.
In the menu, we strive to create as easy options as possible to move through the menus. The most popular and new categories are naturally important options for the customer's progress. We also thoroughly supplemented the menu with material and intended use.
Offering selections to customers as simply as possible is important in order to provide purchase incentives as quickly as possible.
On the Shopify platform, it is possible to create max. 150 pieces of different product variations, so at the same time we were able to slightly reduce the options of a single product to make inventory management easier.
4. Analytics, conversions, tracking and margin
The most important task of modern online shopping is to produce reliable and comparable analytics.
If analytics is only an estimate and the results are viewed with reservations, this greatly complicates digital marketing decisions. If the available data is not reliable, decisions are made with feeling and it all depends on luck whether the changes are right.
By increasing the advertising budget, online store sales increase. At the same time, the opportunities for money to be imperceptibly wasted increase. With large daily budgets, incorrect solutions destroy the advertising income produced by many successful periods. In terms of cash management , it is particularly important to minimize incorrect data and reduce the chances of making incorrect changes.
Shopify – By far the best ecommerce platform for tracking conversions and maximizing ad revenue. Here you can read more about why to choose Shopify.
Profit Calc - Profit Calc
Shopify is a super-reliable e-commerce platform and continuous development work always offers the best tools to increase your own sales are limitless. In this way, the limited working time can be used in exactly the right place, and the constant rush does not limit future development.
Thousands of applications for many different purposes are available for the Shopify platform. One of the most important tools for monitoring Vorssa Ink's development and costs is the Profit Calc calculator, which monitors online store events and key figures in real time.
Online shopping analytics and marketing channels are combined with the counter. The application can also create manually, for example, certain fixed costs such as space rent, equipment leasing payments, electricity bills and all business-related costs that you want to deduct from sales.
The calculator can be used to create a wide variety of product, inventory, sales and expense reports. Read more about the application here.
5. Email automations
The most important e-mail automations in e-commerce are
- rescue automation of abandoned shopping baskets
- newsletter subscription automation.
At least these two automations that greatly affect sales should be in use in every online store.
At Vorssa Ink, newsletter subscribers are attracted by an attention banner at the top of the online store, an image and text section in the middle, and an attention link at the bottom of the online store.
From the subscription link in the newsletter, the customer is redirected to a landing page created with an e-mail program, where the customer can leave his e-mail address. The e-mail program adds the address to the predefined audience segment and the automation sends each newsletter subscriber a unique 10% discount code for the first order.
The customer ends up in the Abandoned Shopping Cart rescue automation when he has added the product to the shopping cart and added an email address at checkout, but did not finish the order.
The automation includes three different steps, and each step sends a message to the customer's email. The customer exits the automation when he has completed the order or received all three reminders.
- When the customer abandons the shopping cart, the automation waits for 10 minutes and sends the customer a friendly reminder about the products he has left in the shopping cart
- A second email is sent to the customer (has not completed the shopping cart) 24 hours after the first reminder. The automation reminds the customer of an open shopping cart and offers a 10% discount code. The discount code offered to the customer is valid for 24 hours
- The third email is sent automatically after 12 hours to the customer who still hasn't completed the order. The email reminds the customer of the open shopping cart and the expiration of the sale code
Email automation can easily increase online store sales by 25%-35%.
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