Redesign and development of the Chobitok online store

Task

The old website of the “Chobitok” online store had several drawbacks that worsened the user experience and reduced conversion rates. Therefore, the company representatives approached our digital agency with the following tasks:

• Develop a new, user-friendly, and fast website;
• Transfer all products from the old website to the new one while preserving the links;
• Revise the catalog and filtering options;
• Perform technical SEO optimization;
• Simplify and improve the checkout page.

All these points are critically important for online stores and directly affect sales.
After a detailed analysis of the old website, we realized that users found it difficult to navigate through the categories and catalog. The implementation of product search was also found to be ineffective.

A highly negative aspect was that the checkout page contained many unnecessary fields. This unjustifiably slowed down the process, and some users closed the page at this stage, not reaching the purchase process.

Solution

To address the task, we carried out a comprehensive range of activities:

1. Developed an engaging and user-friendly design.
2. Refined the catalog.
3. Improved product search by adding filters.
4. Detailed the product pages.
5. Added more useful information about the products.
6. Enhanced the checkout page to make the process as quick and user-friendly as possible.
7. Added a blog optimized for key search queries to increase organic traffic.
8. Paid special attention to the mobile version, as a significant portion of purchases are made via smartphones today.

Thanks to these steps, we managed to increase the average time spent on the site, improve behavioral factors, and thereby boost conversion rates.

Navigation

The main specialization of the online store is the sale of shoes. Therefore, sections with products in this category were moved to the main navigation. A well-thought-out structure allows the buyer to easily navigate through sections and quickly go to the page with shoes of the season or type of interest.

The text names of the categories were accompanied by icon images so that the user could
Find the category you need and proceed to checkout. Search by brands with logos for clarity
will help you instantly select your preferred manufacturers.

On the left we left the usual catalog, including bags and accessories. Here a division of goods into
men’s, women’s, discount offers and shoe care products.

Catalogue

Detailed filters for searching by:

• price;
• manufacturer;
• size;
• season;
• material;
• color;
• country of production.

We also added more information to the product card preview for clarity (special offer tags, available sizes, main characteristics, price).

When clicking the “Buy” button, the user is not redirected to another page with a cart. An order window with a minimum of fields immediately opens on the current page.

Search

Internal search on the site is designed to quickly and conveniently find products of a certain type.

This is a required functionality for multi-page online stores. We logged searches to better understand what queries people are searching for for products.

For user comfort, we have added the following features to the site search:

• after entering part of the word (for example, “bot” to search for boots), the person is offered suitable categories for this request – men’s winter shoes, trekking boots, women’s boots;
• there are search options for specific products.

Product card

We implemented a product sales card that will be displayed equally well on devices with different screen sizes.

We added all the key characteristics to focus the user’s attention. We included two ordering options:

Quick order via short form.
Using the extended cart

After clicking the “Add to Cart” button, the user opens on the same page a window with preliminary order data and a list of related products (shoe care products, etc.).

Recommended products are offered according to a certain algorithm: for the desired product – only suitable categories. This increased the average purchase price.

Ordering

We made the ordering process as easy as possible for the user so that he did not leave the site at the purchase stage due to too many fields to fill out. Reduced the number of fields to the required minimum.

Optimized the structure. We divided the checkout into three main sections: contact information, delivery method and payment method.

Each of them opens as the previous one is filled out – the user does not immediately see a long page with many fields in front of him and does not close the tab out of reluctance to fill them out.

SEO optimization

We performed a number of works on internal optimization for search engines. We made a presentable snippet with a selling title and description.

For clarity, we have displayed the most popular categories so that the user can quickly go to the desired section from the search engine. We have improved the display of products in search results.

We added micro-markup to make the content on the pages more understandable for search robots. We made a list of popular questions and answers to attract the attention of users and differentiate the online store from competitors.