Development of a subscription product delivery service

Client

Danone Direct is an online store for a major international food manufacturer.

Challenge

Danone Direct's grocery delivery service was powered by Magento 1. Due to the outdated version of Magento, it was slow and playful (it could take more than 10 seconds to load the catalog). The site's conversion rate was 0.06%. The site was not positioned as a subscription service.

Solution

• Website redesign
  

• Development of the business logic of one-time purchases and delivery subscriptions
  

• Seamless transition to Magento 2
  

• Implementing PWA-Front on Vue Storefront
  

• Implementing two-way authorization through social networks
  

• Redesigning the catalog and subscription service
  

• Integration of “1C” with residues

Migrating to Magento 2 and implementing PWA

The first step was to switch from Magento 1 to Magento 2. To improve the site's loading speed, work was carried out to implement PWA (Vue Storefront, SPA). As a backend for the front-end part, we used a web server written in Node.js and Elasticsearch as a database.

Authentication via social networks

Authentication via social media is a non-standard solution on Vue Storefront. To simplify the registration procedure, our developers added a module to Magento and additionally created endpoints so that users could log in via VKontakte and Facebook social networks or through a Google account.

Integration of “1C” with residues

The old version of the site had the following problem: the amount of leftovers was not significant, and site users often ordered things that were not in stock. Managers had to call customers and offer them alternatives to the products they ordered. Our developers have integrated 1C with Magento so that the site presents the entire range of products and, if there is no product in stock, the user can place a pre-order.

For example, if a user adds a product to the “Cart” that is not in the required quantity, the site will notify you that the item will be delivered in four days.

Website redesign

The main objective of the redesign is to redesign the product subscription service. Custdev showed that the first version of the interface was not entirely clear to users: they were not familiar with the subscription options, and the current website lacked any explanations. The subscription calendar was also not clear enough, and users considered the registration itself to be one-time.

Google Analytics data showed that at the checkout stage, about 70% of users leave the site without making a purchase. Based on analytical data, our designers have completely redesigned the subscription interface, made it more understandable, highlighting three main stages: frequency, delivery day and time.

To remove barriers for customers to using the new subscription service, we decided to supplement the site by developing separate pages about the “Subscription” and “Delivery” services, where we answered the main questions from customers and dispelled their concerns.

Checkout processing

The previous version of the checkout consisted of four steps, each of which was located on a separate page. We've simplified the purchase process by making checkout a one-page checkout process and adding the ability for unregistered users to checkout.

results

The results of the redesign and optimization of the site's functionality were impressive. After almost a year and a half of work:

from 1294.37₽ to 3111.31₽ the average check has increased

from 89,311.82₽ to 1,051 623.51₽ monthly income increased

from 0.14% to 1.25% the conversion rate on the site has increased

‍