Yeppon
eCommerce ■ Experience Design ■ Development
Fast, scalable, high-performing: Yeppon's new Headless shop
With a catalog of more than 350,000 products, Yeppon.it is a steadily growing eCommerce business that competes in multiple industries, such as electronics, home goods, DIY, outdoor activities, and leisure. The goal of our project was to provide Yeppon with an eCommerce solution fully compatible with its business scale, improving all performance indicators, from speed to SEO positioning. Revamping and optimizing the User Experience, through a redesign of the site and mobile App, was also a priority. To achieve the targeted results, we chose a Headless approach, which could provide the necessary flexibility and speed of development.
Developing a roadmap
Yeppon’s shop was using a custom solution that had grown in complexity over the years, so as part of the overall renewal of the technology stack, the first step was to conduct a thorough analysis of the as-is. Our team worked closely with Yeppon’s team to understand and document their pre-existing eCommerce ecosystem from the perspective of adopted technologies, workflows, data models, and internal management processes. The information gathered in this preliminary phase allowed us to lay out a detailed roadmap for the migration to Headless.
A research driven methodology
The front-end of the new Shop was designed taking full advantage of the freedom conferred by the Headless approach. We identified the most critical areas on which to focus the review, starting with extensive research during which we mixed quantitative and qualitative methodologies:
- Discovery workshop with the client
- Competitor Analysis
- Data Analysis
- Usability Testing as is
- Session recording and heatmap
Designing an even more seamless experience
Among the main objectives of the redesign we defined the enhancement of the uniqueness and distinctiveness of the brand, an objective that we have declined from a strategic point of view by giving more space to the exclusive services offered by Yeppon and from the UI point of view through consistent and characterizing color choices and navigation elements.
Another important aspect on which we focused the evolution of the design was the simplification of navigation through the product catalog. From this point of view, the main challenge was to combine the design of an even more fluent and intuitive experience with the complexity of the catalog and the variables attached to the sale: a challenge that we accepted by structuring quick and simplified paths for the purchasing process, unifying the navigation between levels and optimizing the consultation of the information in the product sheets.
We created the project’s Design System containing the library of visual components, providing comprehensive documentation that ensured the highest quality and adherence of the design during the subsequent development transition.
A Headless architecture for outstanding performance
The development of the project was carried out with the goal of improving the performance of Yeppon.it on all levels. The site was reimplemented via the NextJS framework, rewriting the frontend components in React and introducing a headless CMS, Strapi, which overcomes the rigidities of the previous solution by offering the client’s store management team a much more flexible “toolbox.”
We have used the most refined hydration strategies (SSR, ISR, SSG) to improve SEO indicators and optimize image rendering, resulting in interface response times so fast that external pre-rendering tools are not required. Further enhancing performance is Algolia, integrated as a search engine and visual merchandising tool. An Apollo GraphQl server was chosen to interface Yeppon’s frontend, CMS, and native API. The work on the site was accompanied by the revamp and redesign of the Yeppon App, which replicates from mobile the same smooth and intuitive shopping experience.
The Shop was then integrated with Klaviyo, to orchestrate with the utmost precision all marketing automation flows aimed at a customer base approaching 300,000 in 2022.
Results
In the first three months of 2024, we achieved excellent results that impacted both the User Journey and the conversion data. On the UX side, we can already see very positive findings starting with Yeppon’s main showcase: the homepage.
The addition of several relevant navigation paths for users and the redesign of the menu led to a 23 percent decrease in page drop-off rate compared to the pre-launch period. The new UI also enhanced Yeppon Club, a highly distinctive and beneficial service that offers customers a cashback system, generating a 62% increase in views of the dedicated landing page.
The revision of PDP consultation and the optimization of purchase paths led to a significant increase in the number of users initiating checkout: +92% from desktop and even +203% from mobile, data suggesting a smoother experience thanks to the elimination of friction points identified in the research phase.
These improvements translated into growth in purchases on all devices, particularly mobile, with a 94% increase, followed by a +37% increase in purchases from desktop compared to the April-June 2023 period. In total, the increase was 58%.
- -23% homepage drop-off rate
- +203% begin checkout from mobile
- +58% purchases on all devices
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