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The Build Up to BuildwithABS.com

Working with the largest manufacturer of clay building blocks, Metpro steel and aluminium windows and doors and Astralite and Spectra uPVC windows and doors in the English-speaking Caribbean to better serve their high-volume vendors and retail clients.

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Services Applied

  • Digital Strategy

  • User Experience Design

  • Application Development

  • Conversion Rate Optimization

  • Analytics and Research

  • Search Engine Optimization

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The Brief

ABS is the largest manufacturer of clay building blocks and Metpro steel and aluminium windows and doors and Astralite and Spectra uPVC windows and doors in the English-speaking Caribbean.

After years of trading through an outdated WooCommerce eCommerce platform, the team decided it was time for a change.

While their existing site was attracting a reasonable amount of traffic, there was potential for a much higher rate of lead generation and customer conversion. How? Firstly, the customer journey was somewhat confusing making the user experience less than optimal. Visitors couldn’t effectively list products by brand and then jump over to sort by category depending on their level of knowledge. Secondly, there were issues with mobile browsing and responsiveness.

The Job at Hand

We were tasked with the full revamp of the Information Architecture, the User Experience and the User Interface. Like all projects, we started with the fundamentals of reviewing their current user data and analytics from the past few years. Using this, we ideated on how to re-engineer the site and the customer journey.

Starting with the User Experience

We started by giving BuildwithABS.com a solid brand presence online to ensure they were identifiable and will always stick out from the crowd. Both new and existing visitors to the website need to feel the trust and security in a large, established brand.

To achieve the optimal user experience, our UX team focussed on two customer journeys:

  • Brand-led – For people who know the brands they want to buy from
  • Product-led – For those who may not be familiar with the specific brand, but trust ABS enough to provide them with the perfect solution for the problem they need to solve

Streamlined Checkout

Checkout can sometimes be difficult for online customers, especially when catering for two different audiences using the site, from the DIY home consumer to the wholesale vendors, which included hardwares and contractors. Unfortunately, the standard framework for checkout doesn’t deliver on the required flexibility.

That’s no longer a problem since we designed and built a completely custom checkout journey for each audience. DIY users are entered into a quick step-process of entering the required delivery and payment details while vendors are automatically identified and fast-tracked through the buying process allowing them to place orders with their existing vendor credit. Users no longer feel daunted by the ordering process with a much quicker route to payment.

We custom programmed the First Atlantic Commerce payment gateway into the WooCommerce framework to ensure both sets of customers can securely pay for products online and have the funds deposited directly to ABS’ local bank account, right here in Trinidad & Tobago.

The result? Checkout can now be completed in under 60 seconds.

Making Things Easier

With the designs approved and delivered, we built the system on WooCommerce. Importantly, we imported historic orders, customers, products and usage analytics to ensure there are no gaps in data. With hundreds of multi-variant products it was no easy feat, but the site is now packed with invaluable product information and a richer user experience that the old store was lacking.

Moving over and properly formatting the data was no easy task. But, we were happy to execute, because it meant that BuildwithABS.com didn’t have any loss.

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