biba

new website launch

Multi-point engagement for a hassle-free ecommerce launch

biba - One of India’s largest ethnic fashion brands

The endeavour

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.

The enabling

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

BI reporting

A new reporting suite was developed for each aspect of the website, combining data from Web analytics, ROI tracking, Search engine ads, Remarketing and Sales data. The BI reporting also reported on legacy and new performance parameters using Earnings per click as a comparison KPI.

Content

A medium scale content creation process was resourced using envigo’s ConCr network for providing web merchandising content for the entire product range. The process for a multi-step, distributed process with Client approval.

Website migration and launch

The legacy website was retired after a short beta period. Care was taken to ensure that loyal, repeat customers and search engine equity were transferred without any losses to the new platform.

The end result

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).

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