Second iteration of OMGcommerce which is taking place this Friday in Zagreb, Croatia, welcomed Joann Johnstone form Zee&Co, one of UK’s top fashion e-commerce services. Johnstonne took the stage after Google’s Nikola Jelacic to talk more about their experience with creating a successful e-commerce in Europe, and around the globe.
As operations director, Joann is always looking for new opportunities and few years back that was e-commerce in fashion. Zee&Co was already a popular brand in UK, however e-commerce helped them to further expand their business as the company is celebrating 30 years this year. It also helped them to gain a new perspective so nowadays they like to think of themselves as small global brand, rather than just a UK fashion store.
Choose Committed Developers
Johnstone stated that, prior to building an e-commerce service, one must first investigate all the platforms industry has to offer and make sure that the chosen one can actually satisfied their needs. In the case of Zee&Co, the company is using Magento because it is an open source platform which has many advantages. This is also a reason why they’ve signed up with Inchoo, Magento Gold Solution partner and one of the leading software development studios for this platform.
Joann added that social media plays a huge role in their business because it provides a good word-of-mouth platform for many of the shoppers who shop solely based on their friend’s recommendations. With the help of social media and good e-commerce solutions created by Inchoo, Zee&Co quickly saw a 200% increase in conversions, and an increase in clicks by 184%.
Creating a mobile strategy also helped this cause – the website is optimized for mobile devices which today make for a great chunk of traffic. Johnstone finished her lecture by adding that it is vital to choose a development studio which is committed to a certain platform and to look into future – new devices such as smart watches and Google Glass are definitely changing the way we shop, therefore our business must follow all the latest trends.
Mobile Is The Way To Go
After Joann’s presentation, Tomislav Bilić from Inchoo took the stage to present the audience with a quick case study on how they’ve created and developed Zee&Co’s fashion e-commerce. Bilic opened up his lecture by saying that their company has been creating different e-commerce solutions for the past six years.
In the case of Zee&Co, the team decided to go with a simple black and white design. Although this option is used by many other e-shops, the recipe has proven to be solid. The whole website is responsive and is following the latest industry’s standards. Even though the initial development costed more, over the time the service can be much more easily maintained.
Although it is more work, the advantage comes later on when you have to maintain the website. It is much cheaper to do so with the responsive design. Google also reccomends webmasters to follow the industry’s best practice of using responsive web design – same HTML for all devices.
Bilić also pointed out that they’ve increased the number of search inquires by 106%, simply by moving the search tab to a more visible position. All in all Zee&Co’s Google organic results increased by 17%, Yahoo results by 121% and Bing results by 81%.
In the end, their persue of mobile strategy proved rapid success in just a matter of couple of months. In Q3 of 2013. desktop was accounting for 42%, mobile 38% and tablet 20% of all the traffic. Q1 2014. brought different numbers as the company saw decrease in desktop and increase and mobile and tabled usage (mobile was 38% and tablet was 20%.
Technology keeps evolving, therefore it is essential for us to constantly discover new frontiers and to be at the forefront of the industry, Bilić concluded.