Do It Tennis: Incredible eCommerce Experience

Description

Background

Do It Tennis, a premier retailer specializing in tennis gear and equipment, embarked on a mission to transform its online presence to better serve its global clientele. With a complex e-commerce setup spanning multiple regions and shipping methods, and a commitment to SEO-friendly practices, the challenge lay in creating a robust, user-friendly platform that could accommodate diverse needs while driving organic traffic and conversions. Additionally, Do It Tennis aimed to implement a partially headless e-commerce architecture using Bones and Vue.js to enhance frontend flexibility and performance. Eager to tackle these challenges head-on, Do It Tennis entrusted us with the task of revolutionizing its e-commerce experience.

Approach

Our approach was guided by three core principles: SEO optimization, global e-commerce scalability, and innovative technology integration. Firstly, we conducted an in-depth analysis of Do It Tennis' existing e-commerce architecture, identifying opportunities to improve user experience, ensuring the ability to get real-time data, and streamline backend operations. Leveraging this insight, we developed a comprehensive SEO roadmap, implementing best practices such as schema markup, canonical tags, and structured data to boost organic rankings and drive qualified traffic. Secondly, we devised a scalable e-commerce solution tailored to Do It Tennis' global footprint, incorporating multi-region storefronts, localized shipping and payment methods, and highly flexible product search to cater to diverse audiences seamlessly. Lastly, we embraced cutting-edge technology by adopting a partially headless e-commerce setup, leveraging Bones, the premier headless implementation of ExpressionEngine (created by us) and Vue.js to decouple frontend presentation from backend functionality, enabling greater flexibility, scalability, and performance optimization. This includes a custom, Algolia-type schemaless search, that spans 1500 product categories!

Execution

The execution phase commenced with a thorough assessment of Do It Tennis' current SEO infrastructure and e-commerce architecture. Working closely with stakeholders, we crafted a detailed implementation plan, prioritizing key initiatives such as keyword research, on-page optimization, and technical SEO enhancements. Simultaneously, our development team embarked on the implementation of the partially headless e-commerce setup, leveraging Bones and Vue.js to build dynamic, interactive user interfaces while seamlessly integrating with backend systems for order processing, inventory management, and payment processing. Rigorous cross-browser testing and performance optimization were conducted throughout the development cycle, ensuring a seamless user experience across devices and regions.

Results

The launch of Do It Tennis' revamped e-commerce platform yielded significant improvements in search engine visibility, user engagement, and operational efficiency. With a focus on SEO optimization, the website experienced a notable increase in organic traffic and keyword rankings, driving greater visibility and attracting qualified leads. The implementation of a scalable global e-commerce solution enabled Do It Tennis to expand its reach into new markets, providing localized shopping experiences tailored to regional preferences and currencies. Furthermore, the adoption of a partially headless e-commerce architecture using Bones and Vue.js empowered Do It Tennis to deliver a highly responsive, interactive user experience, driving higher conversion rates and customer satisfaction. Overall, Do It Tennis' enhanced e-commerce platform positioned it as a leader in the tennis retail industry, equipped to meet the evolving needs of its global customer base and drive sustained growth in the digital age.