Migration from M1 to M2 with Customer ID Implementation

Theme upgrade

While working on theme migration, we got the request from KAP Diagnostics for a complete theme upgrade. The main goal was to make a website user-friendly.

We distinguished three main tasks to improve the theme:

• Clean it from unnecessary elements;
• Visually highlight the necessary elements that users should pay attention to;
• Develop a mobile version of the site.

We solved the tasks and made the website more modern and user-friendly:

• Completely changed the main page and placed the blocks vertically and in logical order;
• Chose one font that works well with the background;
• Optimized the menu design to make it more prominent and intuitive for users;
• Removed ads from the main page and implemented a slider with different banners telling users about the company;
• Changed the category and product pages, altered the structure, and removed unnecessary elements;
• Highlighted important elements on the site with icons. The “My cart” changed to the cart icon that any user can recognize. And the search bar got a magnifying-glass icon;
• Made the design responsive. The mobile version also got a logical structure, and the sections “Change language”, “My account”, “My cart” and “Search” were replaced with icons.

The BelVG team provided a fully optimized template that looks and works great no matter what devices and browsers customers are using.

Dynamic Output of Product Information

In addition to the theme, the BelVG team got the tasks to make the catalog more user-friendly. The idea was to give users the possibility to get acquainted with the product without extra clicks. But the catalog page should have remained clear and full of air.

We implemented the dynamic output of product information in the catalog. Opposite to product preview, users don’t have to click on a product and then click again to close the popup window. They just move the cursor to the product, and a list of its details appears next to it. A user can then go to a detailed description or move the cursor to another product.

Customer ID

One of KAP Diagnostics’ key tasks for the BelVG team was to implement a Customer ID feature. It gathers customer personal data, so the company uses it to optimize marketing strategy, automize user interaction, and analyze company growth. For example, it allows the company to automatically send an offer to renew the subscription shortly before its expiration date. No human interaction is required.

After registration on the website, each user gets a unique account number. The number is assigned after the first purchase, or the customer can request it. Purchase history, subscriptions, personal data – all information about the user is stored under this number.

The functionality allows creating a group of accounts under the same ID. For example, if a company buys a subscription and adds two accounts, they will have the same Customer ID with common information and subscriptions so several managers can work from different accounts without losing their mutual history.

Customer ID lets the BelVG developers implement other features such as a loyalty program, automatic newsletter, and Zendesk and App integrations.

Loyalty Points Program

Implementation of the customer ID allowed the BelVG team to set up another feature – a loyalty program. KAP Diagnostics asked for it as a part of a strategy to build a long-term relationship with their customers. They expected that the feature would increase customer loyalty, repeat purchase rate, and the average order value.

The BelVG team solved this task by setting up the functionality of loyalty points. When users complete the first purchase, they receive loyalty points that can be spent during a year for future purchases.

When making a purchase next time, they indicate the number of points to spend, and the system automatically recalculates the cost.