Solving E-Commerce Challenges for a Better Customer Journey
A fresh look at Leica’s e-commerce experience results in a new way of showcasing products, leading customers to content, and winning the conversion.
Leica Geosystems is revolutionizing precision measurement and survey devices for professionals worldwide. Part of Hexagon, a leader in information technologies for a wide range of industries including aerospace and defense, Leica Geosystems provides premium laser measuring tools, innovative software, and trusted services across the globe.
Initially, Oomph partnered with Leica on a sleek new digital experience designed to: showcase Leica’s lesser seen products in a fresh way, provide easy-to-access information, and attract customers. However, after the initial launch, Leica continued its relationship with Oomph as an Ally program partner, which involved weekly meetings about ongoing development as well as the performance and general health of the site.
The challenge here was to keep evolving. Leica’s new site had brought its lesser known products out of obscurity and immediately boosted performance for the global pioneers of precision measurement, but the job wasn’t done. Both Leica and Oomph felt it was time to take Leica’s e-commerce functionality to the next level.
With Leica’s previous e-commerce system, there had been a high rate of cart abandonment namely due to the site’s requirement that customers create an account before purchasing. Reporting also revealed site navigation was not effective. As ideas were discussed, new product page designs took shape and soon a full-blown re-design was underway. With seven sites, four of which are multilingual, this was a large undertaking and one best addressed by three key tools: Drupal Commerce, the Paragraphs module, and Kibo, an e-commerce back-end fulfillment solution. The combination of these technologies provided a sophisticated, straightforward shopping experience for Leica Customers.
Drupal Commerce and Kibo’s API help keep customers on the website throughout the whole e-commerce process, allowing them, for instance, to create an account after they check out rather than before. The Drupal Paragraphs module was leveraged to allow content editors to build rich, customizable page layouts and landing pages, and then optimize them for conversions.
On the design side, Oomph provided working HTML prototypes for Leica, as opposed to static mockups, which allowed the Oomph team to show working code—a practice that ultimately led to a better understanding of the pitfalls of potential ideas ahead of time without accruing technical debt. Navigation was stripped down and simplified exponentially. Oomph also reworked how Leica’s apps were showcased, and made visual updates to the blog through new images, typography, and the implementation of Leica’s complete brand color palette.
Today, Leica Geosystems has a redesigned site with a vastly improved e-commerce experience. Customers now experience easy access to product information and a quicker checkout. Product pages have a sleek, more navigable design, and are connected to more relevant content from apps, the blog, and Leica’s all-new video library. The process of the redesign, too, opened new ways of thinking for both teams. Working site prototypes provided a simpler way to test out new interface ideas and implement changes in a more finished way.
The story of Leica Geosystems speaks to the importance of an ongoing partnership, and we are proud to be the choice for Leica in its mission to keep evolving.
Working prototypes gave the Leica team something tangible to work with as opposed to something theoretical. We were able to show them things, and then if necessary, rapidly address changes.
Director of UX and Design