UX Design
Much of the front end stayed the same. However, we made some tactical changes to the site architecture and UI to key pages within the user journey. These were aimed at driving sales and improving SEO performance.
- Keyword research identified new opportunities for the site content structure
- We introduced filtering to the wine search page to streamline the buying process
- We added key feature icons and clearer add to basket CTAs to the wine purchasing page
- The checkout was redesigned and a single extensive form was split into several smaller, easier steps
Development
Roberson Wine needed an integrated CMS and ecommerce platform that would help their business grow. We recommended and built them an entirely new back end from scratch in Umbraco 8 and integrated it with Ucommerce.
We also used Ucommerce’s customer and transaction APIs, alongside Umbraco’s membership provider and Campaign Monitor’s API. This enabled us to design and build a custom checkout path and efficient customer account management. We also took advantage of Ucommerce’s marketing APIs to provide volume discounts, sale discounts, customer group discounts and promo codes.
Our team chose Stripe as the payment provider which we integrated with Ucommerce for a seamless customer journey and management solution.
The stock management system was also needed updating. The client appointed Bevica, an ERP designed specifically for the drinks industry. Our team developed a brand new taxonomy, a new catalogue structure and created a total upgrade for their front end product search and filtering. We also built custom integrations for scheduled updates of the product inventory via its API, as well as real time order updates. This led to the development of APIs for automated delivery and fulfilment through the Roberson Wine warehouse and their delivery partners, for both overnight and next day deliveries.
SEO migration
To guarantee an SEO friendly migration process to the Umbraco platform we followed thorough procedures, so all SEO technical requirements and best practices were in place before launch.
