ONLINE STORE
alfatrade
Redesign of the online store for a company engaged in the production and supply of polyethylene pipes. The goal was to enhance the usability of the website, make the ordering process more transparent, and provide users with comprehensive information about the products.
Client
AlfaTrade is a team of professionals with many years of experience in the field of engineering network production. The company specializes in the supply and production of polyethylene pipes for various industries: from construction to the agricultural sector.
Business goals
Increase in sales
Create an online store that attracts new customers and simplifies the shopping process for existing ones.
Transparency of information
Improve the way technical specifications and product properties are presented, so that customers can make decisions faster.
Increasing conversion
Simplify the customer journey, reduce the number of steps to complete an order, and improve navigation.
Tasks
Simplifying navigation
Problem
In the past, users often faced difficulties in searching for products and information about them.
Solution
I implemented an intuitive website structure with a clear filtering system, as well as convenient navigation that helps users find the products they need faster and without confusion.
Providing comprehensive information about products
Problem
The lack of information and the complexity in understanding the technical specifications reduced trust in the products.
Solution
I added detailed descriptions of each product, including specifications, quality certificates, and usage examples. This helps customers better understand the benefits of the products and make an informed choice.
Optimization of the purchasing process
Problem
The lengthy and complicated order process discouraged customers.
Solution
I reduced the number of steps in the checkout process, added integration with popular payment methods, and automated notifications for order confirmation and tracking.
User Research
and Insights
Target audience
Professional engineers and construction companies: They seek reliable and quality pipes with precise technical specifications for their projects.
Homeowners involved in renovations: They require simplicity and clarity when choosing products to facilitate repair work.
The main needs of users
Simple and intuitive interface for searching and ordering products.
Complete information about products: certificates, technical data, and warranties.
Convenience in placing orders and tracking their status.
Persons
Marina (30 years old) — Private client
Goals: Find quality and affordable materials for home renovation.
Pain points: Complicated websites with a lack of information cause her doubts, and the absence of reviews and certificates decreases trust.
Alexey (42 years old) - Engineer at a construction company
Goals: Ensure product quality, quickly find the necessary specifications, and organize procurement for the project.
Pain points: The long order processing time and complex navigation distract him from his main work.
Design solutions
Simplified navigation structure
Action: Implementation of a filtering system and improved catalog structure.
Result: Users can find the necessary products faster without wasting time on unnecessary actions.
Information transparency
Action: Separate product cards have been developed with detailed information, specifications, and descriptions of application areas.
Result: User confidence in purchases has increased, and returns due to incorrect expectations have decreased.
Convenience of placing an order
Action: The checkout process has been streamlined, and automated email and SMS notifications have been added.
Result: The number of abandoned carts has decreased, and the average order fulfillment time has reduced.
Technologies used
CRM Integration: Automation of customer management processes.
Online Payment: Connecting popular payment systems for customer convenience.
Cross-Platform Support: Ensuring the website works on all devices.
Design strategy
Main directions
Improvement of navigation and interface
Convenient access to all products, clear page structure.
Informative and trustworthy
Detailed descriptions, certificates, and customer reviews on product pages.
Optimization of the purchasing process
Reducing the number of steps to place an order and improving the functionality of the cart.
Project results
Increase in the number of orders by 25%
After the redesign, the number of orders increased due to a more convenient and understandable interface.
Reducing the time to place an order by 40%
Thanks to optimized data flows, users move more quickly from selecting a product to confirming an order.
Increase in customer trust
The presence of certificates and detailed descriptions increased the number of positive reviews and customer returns.
