Client background
A leading technology company improving people’s health and well-being through meaningful innovation, the client sees major opportunities to apply innovative competencies in the areas of personal health, diagnosis, treatment and connected care.
Business challenge
The client had 2 legacy websites with similar product content: a marketing site built on AEM, and an ecommerce site built on SAP Commerce. The client previously sold products through its own website and through other retailers.
Users on the client site would be redirected to the ecommerce site when they clicked the “Buy Now” button, leading to unnecessary steps in the process. This led to a fragmented user experience, which led some users to abandon the checkout process, leading to lower product sales and revenue.
Traffic on the marketing site was much higher than on the ecommerce site, and integrating them into a single website would lead to higher conversion rate. It consumed a lot of time for the users from browsing the product catalog to reaching the PDP (Product Detail Page).
Wipro’s solution
Wipro decommissioned the ecommerce website into the marketing site to create a single integrated website and it rolled it out in more than 20 countries. The site was powered by Adobe Experience Manager to optimize the marketing journey of the user and enabled the client to intuitively create, manage and deliver all content and multimedia.
Wipro leveraged SAP Commerce as a headless ecommerce system to remove duplicate product content from the ecommerce website so that the system contained no marketing data but only commerce data. “Add to cart” and “Checkout” (upper funnel and lower funnel) functionality was added to AEM, so the user could add any product in the cart based on availability and proceed to checkout.
Business benefits
The solution fostered a single unified journey for end users starting from product browsing, adding to cart and proceeding to checkout, making payments and finalizing the purchase. It allowed the client to easily manage the website content on AEM, and improved time to market because of the API layer between AEM and Commerce. On Black Friday—the Friday after Thanksgiving in the U.S., one of the biggest shopping days of the year—the site had 900K visits, 40% more than day before, and a record conversion rate of 2.64%. The entire weekend remained above a 2% conversion rate and had a total of 2.2M visits and processed 72,000 orders, a 174% increase vs. the last year, of which over 99% were completely touchless.
The newly integrated website met customers’ engagement expectations and helped drive more traffic than the previous website. With the optimized checkout process, the cart abandonment rate declined, leading to improved conversion rate and increased revenue. There was significant reduction in clicks and time consumed by the users while hopping from product catalog to the product detail page.