A Scalable Fashion eCommerce Platform Built Using Optimizely

Project Overview

The client approached us with the following requirements:

• Build a user-friendly fashion eCommerce website that works well on both web and mobile
• Allow non-technical users to manage content, banners, and promotions easily
• Enable advanced product filtering, smart search, and fast browsing
• Provide personalized product suggestions for different user types
• Integrate a secure and flexible payment system

Our Solution

We developed a custom eCommerce platform for Roco using Optimizely CMS and Commerce Cloud. Optimizely helped us deliver a complete solution for both content and commerce needs.

Here’s how we solved their challenges:

• Optimizely CMS + Commerce Integration: We used Optimizely to manage both content and products under one system. This made it easy for the internal team to update pages, run campaigns, and manage listings without relying on developers.
• React-Based Frontend: The frontend was built using React.js. It gave users a fast and smooth browsing experience. It also made it easier to handle high traffic during sales or product drops.
• Personalization: We used Optimizely’s personalization features to show different content to different users based on their location, past activity, and behavior. This helped increase engagement and improve product discovery.
• ElasticSearch Integration: To improve search performance, we integrated ElasticSearch. It delivered fast and accurate results with support for auto-suggestions, filters, and error correction.
• Razorpay Payment Integration: We added Razorpay to support multiple payment options like UPI, credit/debit cards, wallets, and cash on delivery. The system also handled refunds and tax-compliant invoicing.
• Firebase Notifications: We used Firebase to send real-time notifications for order status, delivery updates, and cart reminders.
• A/B Testing and Optimization: We used Optimizely’s built-in experimentation tools to test banner placements, CTA buttons, and layouts. This helped the client understand user behavior and improve conversions.

Key Features Delivered

Key features delivered in the solution included:

• Advanced product filters by size, price, color, and brand
• Personalized product recommendations
• Mobile-optimized UI/UX for faster browsing
• Vendor dashboard for inventory and order management
• Secure multi-option checkout
• Real-time order tracking and updates
• Admin reports for product views, user flow, and conversions

Results

The new eCommerce platform helped Roco achieve the following results:

• 35% increase in mobile conversions
• 22% decrease in bounce rate
• 25% reduction in cart abandonment
• Over 25,000 products handled without performance issues
• Content update time reduced by 70%