How we optimized the eCommerce Website of Vidiem, A Leading Kitchen Appliances Brand

Introduction Vidiem is one of South India’s most trusted brands with product range that includes Mixer Grinders, Gas Cooktops, Hobs, and Table Top Grinders. “Quality guaranteed, since 1978”, is their tagline and their products and service live up to it. They have focused on consumer needs and developed products that are reliable, safe, efficient, and ergonomic.

While their products enjoyed high visibility & presence in physical stores, their website was facing issues like unfriendly product discovery, slower page loading, frequent crashes etc. That’s when they decided to turn to Pixel Studios for consultation & to make necessary makeovers that would put their website at par with their

Challenges

competition

Our expert team at Pixel Studios thoroughly analysed the website and narrowed down the challenge areas to

the following.

Complicated Product discovery

The website had a complicated menu and categorisation that it took over 3 clicks to get to micro level information for the user..

Flaws in E-Commerce flow

The user journey from product discovery till payment gateways posed many issues, minor & major. This led to huge cart abandonment at various stages.

Missing Brand Presence

The website was designed to look more like an eCom store & less like a Brand Site. As Vidiem enjoyed a wider brand reputation, the website needed to present itself as a Brand Website with an option to do online shopping.

Slower Loading of Pages

The website’s speed performance was worrying & will put any user’s patience to test. The site was not optimised for speed including presence of large size images & non-optimised codes. On top of it, the server performance itself was slow, which also contributed to the high cart abandonment.

Complicated Back-end Module

Solutions

The back-end administration of the eCommerce website was cumbersome even to edit existing products or add new ones. The less tech savvy back-end team struggled to manage the website with updated information on products, offers etc.

From challenges, our delivery team moved on to working out the solutions that are most apt, considering the fastapproaching festive season.

Recreate a Brand Website

The UI/UX of the website was redesigned to give prominence to the brand taking into consideration the brand guidelines. The new visuals & flow ensure that the brand stood out with stunning product visuals with a compelling reason to buy. The website seamlessly integrated shopping modules for the users to enjoy the convenience of online shopping.

The website addressed support information to be easily accessible with boldly highlighted CTAs to guide customers to reach out to the Support Team.

Spruced-up site navigation

The navigation flow of the entire website was simplified & menus were restructured so the product discovery was easier & faster within a few clicks. The fast moving products & offers were highlighted on the home page at appropriate places

The descriptive text was shortened to give crisp highlights of the products. The aim was to create a visual impact with better quality images and detailed views of the products.

The website was optimised to work on a range of devices and browsers.

User Friendly Backend Management Modules The backend module to manage the product catalogue along with inventory was simplified. The backend team was provided with dashboards with relevant & actionable data points to manage the website & orders.

Streamlined E-Commerce Flow The website eCom flow was given a fresh look to improve the user experience that was consistent with brand elements. The design & elements were also optimised for faster loading & performance till the checkout. The payment options were simplified. The site was monitored for cart abandonment to further optimisation ensuring a quicker & successful conversions.

Technology & Server Migration

As we were working on the frontend flow taking into consideration the brand elements, user flow & seamless shopping experience, we didn’t stop to work on the codes to spruce up the error free performance. The website was migrated to CodeIgniter Framework & moved to superior web servers to ensure better performance in terms of stability & speed.

Scalable for Future As per client’s requirements, the redesigned website also is ready to take any future add-ons & features.

The new functionalities can be added without any disturbance to the performance & the stability of the existing website.

Conclusion

With these changes in place, the website has reported an increase in performance on all counts. The average page views has increased 3X times. The bounce rate has dropped from 72% to 45%. The cart abandonment decreased by 50% resulting in higher sales.

Pixel Studios is one of Chennai’s leading Digital marketing firms that specialises in web development practices. With real-time experience and research in market trends, we offer efficient digital solutions that boost your brand. Click here to learn more about