So, as part of the store relaunch, it was important to have the ability to map the different customer journeys more quickly. After all, a customer buying new sunglasses has different needs than someone ordering glazed glasses or new contact lenses. “For us, the leanest onsite customer journey is the customer who buys sunglasses as a fashion accessory,” says the eCommerce expert. “This customer comes through classic performance marketing channels, is accompanied via the store in their selection through filters and virtual try-on, and in the end comes to the conversion as a result.” It becomes more complex when talking about corrective eyewear. Unless the buyer is an existing Apollo customer, they not only have to pick out a suitable model, but they have to know and actively enter their visual values and then configure the desired lenses. “These are very consultation-intensive products, and we’re proud to provide the customer with the best possible guidance as to which lenses are best for their needs without the need for a personal consultation,” explains Daniela Zbick.
Frontastic’s Commerce Frontend Platform approach allows Apollo’s eCommerce team to finetune the customer’s onsite journey from product catalog to shopping cart in an iterative process — without affecting other areas.
Zbick doesn’t see the store at the end of the redesign process. “We’re continuously working on improving the store even further,” she says. For example, the product detail pages will be redesigned with better product texts and more images, and the checkout will be optimized further. Once the basic work is done, Zbick wants to finetune the customer experience. This involves UX and UI issues in the web store itself, but also new services.