Client case
Improved e-commerce solution with PIM and Umbraco Cloud for Garageportexperten
Garageportexperten wanted to expand its digital business and needed an easy-to-use webshop for their thousands of products sold online. Limetta was commissioned to review the existing e-commerce solution's product management and PIM system
The existing product management was unnecessarily complicated and time-consuming and needed to be made more efficient. There was a need to simplify order handling and the workflow for field salespeople. At the same time, the site's performance needed improving and the SEO needed reviewing. The purchase flow would also be optimized to increase conversion and sales. The goal was to build a long-term, better solution than the one they had today. When it came to design language, Garageportexperten wanted to keep its existing expression, which meant we did not carry out any extensive UX or design work
Objectives
- Stable website with good performance
- Simplified product and order management
- Focus on conversion and increased sales
- Improved on-page and technical SEO
How we went about it
The work began with a feasibility study to ensure all needs and priorities were identified, and to map out the best technical solution. Together with the client we reviewed the underlying systems from Visma Business. We examined other tools in the purchase chain that needed to be included in the new architecture. Early on we identified the need for a PIM solution to manage all products and SKUs. We also saw that Umbraco Cloud would be a good fit for the requirements and conditions
Since the project's focus was on technical aspects rather than UX and design, we based our work on Garageportexperten's existing design language and communication platform. Only minor measures to address obvious usability issues were implemented
Technical solution
Production environment in Umbraco Cloud
To ensure the best possible hosting environment, we chose to host the website on Umbraco Cloud. The advantage of Umbraco Cloud as a CMS is that it is one of the most up-to-date and secure platforms available. Besides being powerful and simplifying and streamlining processes, it has an easy-to-work-with and flexible editor interface. It is also simple to integrate with other systems that can be scaled up and down as needed.
Product and item management with PIM
To more easily manage and store all product information in one place, we used Limetta PIM (Product Information Management). The PIM enables easy export to an unlimited number of channels. We chose to host the product management in Microsoft Azure so that everything is stored in the cloud. Azure is one of the industry-leading cloud platforms for automating and simplifying application deployment. Together with the PIM, they give Garageportexperten flexibility and scalability that is especially beneficial when needs change over time.
Performance improvements with CDN
Having a fast website or e-commerce site is an important part of being competitive. To increase performance with minimal latency, Azure CDN (Content Delivery Network) was implemented. This way the content is delivered from a server located closer to the visitor, which makes it load faster. We have also shortened loading times by using better caching. When we save local copies through caching, new files do not need to be fetched every time visitors come to the site.
Further improvements
- Azure Search An important part of the improvements was to review the site's search function. To give the user a good experience with relevant search results, the Azure Search engine was used.
- Technical SEO Search engine optimization (SEO) has been a focus throughout the project. Both on-page and technical SEO have been improved to rank better and increase visibility in search engines.
- SVEA as payment solution The previous multi-step checkout process, with the checkout split across several pages, resulted in a new purchase flow that is presented on a single page. The client chose SVEA as the payment solution themselves - one of the market's newest checkouts.
The result
With the help of smart and efficient solutions we have strengthened the website as an important part of the digital business. The focus has been on making the website stable and sustainable in the long term. With faster loading times and better workflows for both customers and editors, the user experience has been optimized. With improved SEO we have focused on conversion to increase sales. The result is a modern and efficient e-commerce solution with better product management while retaining the same visual identity.
“With the help of the new technical platform, we have given our visitors a clearly improved experience. Although the site initially already contained many articles, it was only a fraction of all the products we wanted to include. Now we have created the conditions to allow the e-commerce to grow and offer an even wider selection. In addition, we also have a structured site that we can easily build on with new functionality.”
says Maria Borg, Marketing Manager at Garageportexperten.
About Garageportexperten
Garageportexperten is a franchise chain with nearly 50 stores across Sweden, from Kiruna in the north to Malmö in the south. The company is the market leader in Sweden. Since it was founded in 1995, it has sold and installed more than 280,000 garage doors across the country.
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