Who is the Client

A US-based global brand of outdoor active lifestyle gear that is people’s preferred choice for sports clothing, equipment, and accessories in 70+ countries.

The Challenge

The client runs multiple e-commerce websites that drive a major portion of its sales. Delivering an excellent user experience on the websites is necessary to engage customer and enhance brand image. The client has three brand websites that were running on an outdated Bootstrap3 HTML frontend framework.

The framework does not allow reuse of code. As a result, the product detail pages required more bandwidth to load compared to the industry standards. The client was managing various templates and CSS files to display different product detail pages on multiple websites. Since there was no modularity in the code, it was challenging to implement code changes across all three websites consistently.

The Solution

GSPANN conducted an audit for end-user usability and found approximately thirty-five improvement points that needed to be implemented in product detail pages to get the desired results. We worked upon code snippets and mock-ups for site conversion to bring uniformity across multiple e-commerce websites through a single core template (designed in ISML) and common object-oriented CSS.

GSPANN designed new product detail pages to bring consistency across the client’s three websites. We deployed advanced business logic in the backend to accommodate refactored source code due to new page design for reducing the load on the browser. We migrated the frontend framework from Bootstrap 3.0 to Bootstrap 4.0 for better management of templates and CSS components.

GSPANN developers configured the application UI through Salesforce Commerce Cloud (SFCC) that helped in easy content management for the pages. The customization in SFCC enabled the client to configure UI with a single click with the use of JavaScript libraries, such as jQuery, which helped in easy management of HTML elements and APIs irrespective of the browsers and devices.

Business Impact

  • The page load time decreased from 4.86 to 3.07 seconds. Three months after implementing the solution, product detail pages’ traffic increased by approximately 4.2%.
  • Considering the data from 4 quarters, the bounce/drop-off rate reduced by 22%.
  • To summarize, we increased the ecommerce website traffic with an intuitive UI and responsive pages.

Technologies Used

Atlassian JIRA and Confluence. Ticketing and collaboration tools
Eclipse. An integrated development environment (IDE) used in computer programming
Bootstrap. A free and open-source CSS framework directed at responsive, mobile-first frontend web development
Salesforce Commerce Cloud. A cloud-based commerce platform that empowers brands to create intelligent, unified buying experiences across all digital channels
Oracle DB. A multi-model database management system commonly used for running online transaction processing, data warehousing, and database workloads

Related Capabilities

Optimize Business Operations by Eliminating Inefficiencies and Redundancies with High-Quality Apps

Develop advanced applications mapped to your strategic goals by utilizing modernize architectures, such as microservices, to seamlessly leverage cloud capabilities. We can help in migrating your applications to a modernized technology platform while keeping your costs in control.

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