THE HOTTER CHALLENGE
Hotter Shoes sought to provide their consumers with a strengthened digital experience - one that was slicker, simpler to use and better represented their brand. They also wanted to expand into the US and Europe.
The lockdown intensified these plans and Hotter were keen to accelerate the implementation of their new digitisation strategy. This meant moving to a new commerce platform that would provide the consumer with a strengthened digital experience, reduce operational costs and increase conversion.
NEW HEADLESS COMMERCE PLATFORM
WT Commerce worked with Hotter to deliver a new digital flagship site just as the pandemic accelerated the move online for many consumers.
We delivered a new, modern headless commerce platform – built on Google cloud using HCL WebSphere 9. This solution increased overall server capacity and allowed consumers to access the site in their droves without impacting response times, whether accessing the website from the phone, tablet or desktop.
ENHANCED PAGE PERFORMANCE
Page performance was a key driver for the replatform. Using existing Hotter data, a correlation was shown between faster web site page load performance and higher Average Transaction Value as well as higher conversion rate %. This helped verify that the concept and strategy to move to the new platform was the right one for Hotter.
As a result of the changes, Hotter are now driving towards sub-second view transitions, with the site functioning much like an app, with near instant page transitions being achieved in many areas of the site.
BRILLIANCE OF EXECUTION
To deliver the solution and gains needed, Hotter called on WT Commerce's deep tech expertise to implement the following:
- New Commerce Platform – built on Google cloud using the HCL WebSphere 9 platform, applying a headless architecture that separates UX from the backend eCommerce engine.
- Single Page App (SPA) – a modern approach to building superfast web sites.
- Progressive Web App (PWA) - further enhancement of SPA that gives features such as HTTP push notifications, offline / limited internet browsing and superfast interactions.
- Accelerated Mobile Pages (AMP) - technology designed to make mobile landing pages load instantly and offer SEO benefits since Google positions AMP results above other Google search results.
The new site has reinforced the company’s global presence and is delivering outstanding results. Since the site launched, Hotter has seen an 8% reduction in bounce rate, a 49% increase in conversion rate and a 37% increase in revenue, compared to the same period last year, along with a 50% drop in speed times and 600% increase in capacity.
Launching the website during lockdown had initially seemed a daunting task, but WT Commerce, together with the Hotter Shoes team, worked remotely – and tirelessly – to get the new site off the ground in time for our customers to shop digitally from the safety of their own home. We now have a new and improved eCommerce platform and website that’s already proved valuable, with increased sales and improved search engine rankings in its first week. We can’t wait to see how the new site will go from strength to strength.