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Discount Surgical

Discount Surgical


Reenvisioning eCommerce on a Magento Commerce Cloud Website


Discount Surgical (DS) has been a leading online retailer of medical graduated compression socks and stockings since 1999. Customers rely on their website to find, research and buy the products they need. DS asked us to re-platform their online store onto Magento Commerce Cloud so they could meet increasing customer demands and grow their business.

Discount Surgical
34% Spike in Conversion Rate
53% Rise in Transactions
33% Increase in Avg. Session Time
38% Boost in Mobile Revenue

01

The Challenge

The DS team shared a story with us that we’ve heard before: their previous eCommerce developers were inconsistent; they started replatforming their ASP.net to Magento Commerce Cloud but were unable to meet expectations and finish the project. Additionally, our audit revealed a host of data-import issues. These affected everything from credit card processing and order management to subscriptions and reviews. Even the orders that were imported manually were not available for reorder through the online store. In the end, DS asked DotcomWeavers to re-engineer and revitalize their eCommerce experience and online operations.

02

Our Approach

  • Re-platform onto Magento Commerce Cloud
  • Optimize Product Data and Categorization
  • Resolve 3rd-Party Module Compatibility Issues
  • Redesign Key Pages and Improve Customer Journey

03

The Solutions

  • 3 Integrated Payment Gateways (Braintree, Amazon Pay, PayPal)
  • ADA Compliance
  • 3rd-Party eCommerce, Marketing & Growth Software
  • UX / UI Enhancements
  • Improved Site Speed & Performance
  • Legacy Data Import
  • Multichannel Integration

Magento Commerce Cloud Re-Platform

Our team leveraged the full power of Magento’s Commerce Cloud, creating an experience that merges the flexibility of an open-source platform with the stability and features that one would expect from a licensed product, to improve the DS site. Smarter automation and data management workflows solved the old import issues. And the customized admin suite cut costs and labor time by giving DS total control over their inventory, orders, and storefront.
At first, this was a pure re-platforming project—no design required. But as the new digital framework empowered DS’ eCommerce, the potential for a revamped customer journey looked too good to pass up.
We kept the core brand intact while elevating the user experience and adding new integrations for key CMS pages including:
Product Details Page
Checkout
Shopping Cart
Search
Mega Menu

The move to Magento Commerce Cloud gives DS a dynamic and scalable eCommerce engine to drive them into the future.

Redesigning The User Experience

Replatforming and website redesign usually go hand in hand. DS was no exception. They wanted a streamlined UX/UI to match their powerful new Magento architecture.

We reviewed years of analytics and customer behavior to guide the new design. This focused on minimalist icons, clean lines, and strong color contrasts. Conversion rate optimization (CRO) was the goal.

Our new header design highlights the most valuable user tools: the search bar, product fit finder, and intuitive dropdown navigation. We want users to get to the enhanced product details page as fast as possible.

Every change we made to the PDP helps customers along their journey. New icons show important features, shipping perks, and warranties. Images are larger and clearer. All product specifications are neatly listed on the page. Custom options have simple explanations that help users choose with the fewest number of clicks. Even the location and color of the discounted bulk pricing subtly nudge users toward the efficient, two-step checkout (first shipping, then payment).
One last change helped advance DS’s future marketing efforts. We added a full-width content block right above the footer that prompts users to sign up for the newsletter and grow their list.

To complete the redesign we also adjusted the footer to highlight popular pages and consolidate contact information into a single column.

Multichanel Integrations

Magento Commerce Cloud’s potential for third-party integration allowed us to deliver a unique multi-channel solution. We developed working relationships with key service providers and built their extensions into the DS site:

Listrak → A marketing automation platform providing email, SMS, and behavioral marketing to promote growth for their clients.

Sellercloud → an eCommerce growth platform that provides a variety of tools such as inventory and warehouse management, order processing, reporting and shipping.

xSellco → an eCommerce customer service HelpDesk that manages feedback, support and pricing.

Some of the features that these third-party extensions offer are Custom Product Detail Pages, Advanced Product Reviews, Product Feeds, Quote Tools, and Shipping and Dropshipping.

Payment Gateway Integration

Another critical element in the re-platform was to integrate the new site with more secure and robust payment gateways such as Braintree, Amazon Pay and PayPal. This not only ensures PCI compliance, but is also a proven tactic to increase conversion rates by offering alternative payment options that include financing options. Our expert team made the connections and customized the functionality so that it could drive higher conversions.
Other features include convenient refund options that can be managed through the admin suite. Our Braintree-to-Magento integration gave DS the flexibility to solve almost any transaction issue directly from the backend.

ADA Compliance

We updated the Discount Surgical site to meet the latest ADA (American’s with Disabilities Act) compliance standards. Compliance ensures that users of diverse abilities, especially those with visual impairments, can more easily navigate the website.
These changes include a cleaner HTML code structure, automatic text resizing based on screen size, and key-board only navigation options.
The benefits of ADA compliance for businesses go beyond accessibility. SEO best practices are implicit in the compliance process. More accurate title tags and descriptive image alt tags tell Google what a page is about (and may even show up as featured snippets), which can lead to better search engine visibility and more clicks.
Easier access equals better usability equals higher chances for conversion.
Finally, adherence to current ADA standards (WCAG 2.1 AA) reduces the risk of being sued for non-compliance. At a time when more and more websites are under increased scrutiny by users and ADA watchdog groups, DS has its compliance requirements covered.

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