At Vortex, we’re consistently striving to do the best for our clients, whether it be a new website build, providing daily support through our SLA agreements or providing a new feature or integration to a client’s website(s). As commissioned by the group’s Head of eCommerce, Vortex has implemented a bespoke online checkout for The Edinburgh Woollen Mill Group. EWMG sought to improve conversion and revenue by implementing a brand new checkout experience that will make the purchasing process simpler and more concise for consumers through their online channels. The new checkout has dramatically increased conversion, revenue and checkout times, with a 19% median increase in conversion against the old checkout layout. Year-on-year, conversion has improved a staggering 40% across the group.

The challenge was complex and incorporated multiple aspects that needed to be considered. Vortex delivered a completely bespoke solution built from the ground up that did not leverage any native checkout capability from Magento, and the checkout has been implemented on the Peacocks, Jane Norman, Jaeger, Austin Reed, The Edinburgh Woollen Mill and Ponden Home Interiors websites. It allows its users to purchase items quickly and conveniently, thanks to the simplified design and easy-to-use functionality. Taking a more in-depth look at the technical aspects of the build, the checkout was built in the programming language React, utilising the Redux library. It is dynamic, responsive and has created a streamlined user journey throughout the purchasing process. The handcrafted user journey was built in Sketch and then prototyped and tested in InVision to ensure the designs fit the brief and the checkout was built-for-purpose, incorporating bespoke API middleware that talks between React and Magento’s backend to ensure the quality and smooth-running user experience of the process.


Vortex’s Technical Director Bruce Mead comments:

“Utilising some of the latest technologies our team has delivered a user experience-driven solution resulting in a sizable measured improvement – most notably, a 40% increase in conversion year-on-year. Taking a completely bespoke approach to this project and simply treating Magento 1 EE as the backend, we’ve had complete control of the user journey design and flow, giving us an easy to use checkout experience. This project doesn’t end here – we’ve built in a number of analytics tools such as Hotjar and Google Optimize so we can continue to track the checkout and continuously improve upon it.”

The Edinburgh Woollen Mill was acquired by Philip Day in 2002. The group has grown substantially since, now encompassing major high street brands such as Peacocks, Jane Norman, Austin Reed, Jaeger and Ponden Home.

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