New Product Tab Design – Better Visibility, Increased Sales
wOkularach.pl
Discover how we improved product presentation at wOkularach.pl to boost sales and create a better user experience.
As wOkularach.pl appreciates our fruitful cooperation during previous implementations, they have come to e-point to support their e-commerce platform once again. This time, the client gave us the task of improving the product presentation.
The goal was to better display products and key purchasing information, and to boost sales through more effective cross-sell and upsell mechanisms. We focused on changes to the category pages and product tabs to better display key information and facilitate choice for users.
About the client
wOkularach.pl is a Polish online store offering a wide selection of eyeglasses. The platform stands out for its modern approach to online shopping and innovative solutions. The virtual try-on room gives customers the opportunity to see how various frames will look on their face even before making a purchase.
It is not e-point’s first project for wOkularach.pl – in the previous ones:
We streamlined the mobile app by implementing the TWA technology.
Find out more about it in the case study
We implemented a new lens configurator, which significantly increased the intuitiveness of the purchasing process and decreased the number of abandoned carts.
In this article, you will learn more about the results of our work
We migrated the wOkularcg.pl platform to the e-point Private Cloud.
Learn more here
Project challenges and goals
The main goal was to increase the conversion rate by presenting the products better. The user behavior analysis showed that category pages were not always readable, and the product tabs lacked key information for customers. It was hard for customers to find key information, which often led to them abandoning the purchase.
The eyeglasses choice process also needed improvement. Store visitors often chose products that required a longer wait, which limited the sale of models that were available immediately. There was also a lack of mechanisms effectively directing customers toward private label products with a similar price and segment, which provide a higher margin. In response to these challenges, the implemented changes were aimed at better displaying immediately available models and optimizing recommendations to promote the store’s private label more effectively.Implementation stages
Work on the project took 4 months and were carried out in line with the Agile methodology.
We started the UX design by analyzing user problems and reorganizing category pages. Key information about the availability and “virtual try-on” function are better exposed. Product tabs got a new photo gallery which increased their readability. We also improved the presentation of details, such as payment methods and shipping options.
We then developed a new product recommendation algorithm. The cross-selling mechanism now promotes private label products and suggests alternatives for models that are not available immediately. It further facilitates the navigation between variants of the same product.
Every day, the algorithm analyzes tens of thousands of products, identifying the best connections quickly and efficiently. The key challenge was to develop a mechanism that would ensure high visibility without an excessive strain on the infrastructure – the process could have taken much longer if not for precise optimization. This allows the system to work in the background, providing users with accurate recommendations in real time without affecting the smooth operation of the platform.
The next step was to implement the advertising module on the category page. The new functionality makes it possible to dynamically add banners promoting specific models or brands, increasing their visibility and influencing users’ purchasing decisions.
Almost instant results
Thanks to our activities, the wOkularach.pl store has become even better. The client is happy with the results as they received the solutions that streamline the purchase process, which translates into real profits.
The first analyses show that users are moving around the website more smoothly. Thanks to the new layout of content and intuitive navigation, customers have easier access to key product information. They are finding what they are looking for faster and making purchases more often.
The new way of presenting the product range has also led to increased sales of private labels such as Senja, Gepetto and Siyu. Thanks to the new ad module and the implemented recommendation mechanism, they have become more visible on the website. Thanks to the implemented solutions, customers are less likely to abandon their carts, even if their initial choice is not available.
"Optimizing product tabs and the recommendation algorithm has allowed us to more effectively direct customers to models that are available immediately and encourage the purchase of glasses from our private label, which has reduced the number of abandoned purchases and shortened the waiting time for delivery. Improved navigation and a better presentation of key information have accelerated the purchasing process, increasing conversion. The cooperation with e-point has once again proven their understanding of e-commerce needs and their efficiency in implementing projects".
Technologies used:
Magento
React
The project is part of the development strategy of wOkularach.pl, which aims to increase sales and improve the shopping experience for customers. If your e-commerce platform also needs optimizing, get in touch with us – we will help you achieve better results!
Write to us.