Biba - One of India’s largest ethnic fashion brands
The website was very small but had large, loyal visitor base. The challenge was to migrate to a best-in-class e-commerce experience to this user base who was buying the brand from existing large e-commerce stores, while rolling out an aggressive marketing campaign.
A small cross-functional team was created at envigo as the solution design involved multiple dimensions.The business requirements of the new platform were reviewed and augmented.
Some of the new requirements included:
1. Support for mobile devices using a responsive website
2. Support for AB testing for landing page and sales funnel
3. On-page Event tracking
4. Support for remarketing tags
5. Internationalisation – Language, currency and payment support
The new platform project plan accomplished all stated objectives with various work-streams going Live a phased manner. Within two months, web traffic was up by 75% over legacy (from organic and referral sources).
