Onlineshop optimization - APS Germany

As a partner agency for the renowned family business Assheuer + Pott, we are proud to work with a company that stands for high-quality serving items for four generations. The location in Sundern/Sauerland is an important hub for the production and trade of catering, buffet, tabletop and bar items as well as kitchen gadgets. APS stores over 3,500 different items in large quantities on an area of ​​more than 20,000 square meters and has stood for first-class catering supplies since 1933.

Projektbeschreibung

The aim of the project is to increase sales in the OXID online shop. Therefore it was clear that the technical basis had to be optimized and continuously monitored by us first.

As an experienced OXID eShop service provider, it is easy to say which changes in the way the online shop works fall into the “quick fix” category or require a deeper intervention in the framework – this allows us to proceed step by step and in a resource-efficient manner.

The basis for this is formed by a few updates that were long overdue for security reasons.

In order to give APS an overview of which changes are expedient and necessary, we held a consulting-intensive project workshop after the analysis (UX & Analytics).

Umsetzung

In the project workshop we discussed our view of the main problem – the low conversion rate, which is diametrically opposed to the high brand awareness, the professional appearance in web design and the good pagespeed of the online shop.

We see the main problem in the below-average usability, which is reflected, for example, in the following aspects:

• Incomprehensible navigation
• Time-consuming checkout process (too many steps, too much scrolling effort)
• Weakly communicated purchase incentives
• Irrelevant search results

Our first impression is that users perceive the “online shop” more as a presentation page than a web shop that is actually intended for ordering.

The mission is therefore: Turn prospects into online buyers.

OXID update to 6.5

First, we set up our deployment process, which is the prerequisite for a secure, structured and lossless web development.

For a current and future-proof security standard, we install the OXID version 6.5 – so we are up to date in the medium term and do not have to update again in the near future.

Google Analytics 4 (GA4) Implementation

Due to an outdated module, data in the new Analytics Generation GA4 is very insufficient. As a basis for the GA4 implementation with the Google Tag Manager we install a module with all common events and a compliant data layer structure. This gives us a better basis for analyzing the development of the conversion rate in more detail.

Checkout optimizations

As part of the checkout optimization, we introduce changes that make the checkout process much easier:

1. Show all fields at a glance
2. Transfer cart features to mini cart and make cart step skippable
3. Only show fields for different billing address if required
4. Skip the customer account step and target checkout to guest orders

The first three steps are considered easy-to-implement “quick wins” and step #4 will be considered at a later stage.

Google Shopping

In order to pick up more users with a higher purchase intention and to direct them straight to the product pages, we set up Google Shopping. This is how we achieve a large part of the existing demand.