BEST SITE OPTIMISATION & DESIGN
SITE USABILITY
Evolving into a fully transactional site, BWS brings a whole new connected offering to the market, with customer experience at the heart of the design. Better visuals, an intuitive interface and a responsive site backed by our industry leading technology partners deliver a customer experience underpinned by best practice design and optimisation principles.
What They See
The BWS website is now clear and simple in presentation. Customer experience focused design includes optimising the text to background contrast and the use of clear fonts for an easier reading experience.
Where They Go
Accessible yet unobtrusive navigation is such an important feature in enabling customers to explore more of the BWS site. Simple and clear main navigation functions are prominent and are easily accessible at all stages of the customer journey.
How They Search
Search is an essential tool for customers. Our bespoke eCommerce platform, in conjunction with our global technology partners, delivers a clear and powerful search function that delivers fast, rich and relevant results.
Best Practice Design
The digitalisation of BWS employs best practice design to optimise SEO/SEM, including alt tags on all images, distinguished content and headers, and clean and human-readable URLs.
Active customer and business presence with improved visibility of logged in customer details and contact us customer support while advanced filters quickly deliver product category pages. Customers also see relevant product ratings, reviews and recommendations.
Fully integrated Adobe Analytics enable better customer analysis, understanding of customer journeys and optimise browsing patterns.
SITE DESIGN
At the core of our design principles was to ensure our customers were given a consistent digital experience agnostic to the device or channel they choose to engage with us. We were able to achieve this ensuring every aspect of our journey was crafted with responsive and adaptive coding principles to bring in a fluid experience.
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Cutting Time: we have considered every possible option to get our customers what they want, quicker. Clear and simple main navigation. Comprehensive search results, quick filters in our product pages, grouping of product families between bottle, pack & cases and nevertheless a one page checkout gives time back to our customers for other things in their lives.
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Clean use of real estate : The site has a great balance of white space amongst the most relevant content to give our customers a simple yet informative digital experience.
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Navigation with ease : Our fixed header giving quick access to all parts of the site, infinite scroll allowing products to flow and relevant main navigation menu helps every aspect of our customer journey on the site.
SITE OPTIMISATION
The BWS site is fully optimised for SEO best practice across the site.
TECHNOLOGIES USED
We selected technologies to support our responsive and adaptive design ensuring our customers are delighted with a consistent experience.
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AngularJS - Single page application allowing customers to conveniently browse the site without having to refresh upon each click.
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Akamai CDN - Best in class Content Delivery Network (CDN) accelerates delivery of content to achieve faster page loads and a more responsive experience for any device, anywhere.
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Akamai IM - Proudly the first to implement Image Manager (IM) within Australia. Image Manager allows us to serve optimised images tailored to our customers device, network bandwidth and location.
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Microsoft Azure - Fully hosted in the Azure cloud, the BWS site has the backend capacity for seamless production deployments and dynamic scalability in response to peak or low traffic demands, meaning greater speed to market and smarter infrastructure spend. We have also introduced a fully modular ecosystem providing cutting edge Continuous Integration / Continuous Deployment (CI/CD) framework enabling a fully agile product development environment.
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eCommerce - Nobody knows our customers or our business like we do so we developed our own eCommerce platform using open source tools. The platform allows us to create customer segments and personalise our offering through targeted promotions and dynamic content.
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ZenDesk - Industry best support and ticket management system well integrated with our digital platforms. Our customers are given a unique ticket every time they submit a query to ensure a speedy and timely response.
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SkuVantage - With over 5,000 products on the site and many more to come, Australia's leading Product Information Management (PIM) system SkuVantage, allows us to not only house all of our products, but also easily enrich and share product information across all of the Woolworths banners, whilst leveraging there extensive vendor portfolio to ensure information is up-to-date and accurate.
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RichRelevance - Delivering the right recommendation to the right customer at the right time. A cloud-based solution, RichRelevance's 'Recommend' module, delivers personalised product recommendations through the use of a powerful machine-learing engine.
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BazaarVoice - Giving customers a voice. Bazaarvoice, a market leader in user-generated content, enables customers and staff members alike to read & write reviews product reviews.
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Pre-Render - Considering our javascript framework, Pre-Render assists web crawlers to access all available content, furthering strengthening our visibility within SERPs.
Project Performance
The new BWS site is responsive, with positive customer experience an essential element - regardless of the device used. Visitors to the mobile site increased by 50%, with a 68% increase in page views. Time on site for mobile customers who made a purchase hit 18 minutes, reflecting the success of our approach to design that focuses on customer experience. Supporting this is the Akamai IM that optimises images served based on device, bandwidth and location - a first for Australia - resulting in a 20% reduction in data transfer rates, speeding up downloads and improving overall customer experience.
50%
INCREASE IN NEW USERS TO THE MOBILE SITE
48%
INCREASE IN NEW SESSIONS
20%
REDUCTION IN DATA TRANSFER
68%
INCREASE IN PAGE VIEWS