Case: How we created an online store with pet products

Content

Company information
Before and After
What tasks were accomplished
Menu
Filters
Buyer's personal cabinet
Brands page
Product card
Shopping cart
Promotions page
Blog
SEO

In 2018, we were approached by the owner of an online pet store. The site was running on the old osCommerce engine. The main goal was to make a redesign and move the IM to the modernized CMS, as well as to scale. The new site design was already drawn - about 150 layouts included pages of categories, homepage, cart, etc. It remained to integrate it all seamlessly into the site.

Company information

Zootovary is a Ukrainian online store specializing in the sale of pet products. They offer a wide range of products including food and accessories for dogs, cats, birds, rodents and other pets. The assortment includes products for aquariums. The company Zootovary in Ukraine, today has 4 offline stores in Kyiv.

In 2023 Zootovary was recognized as one of the best companies in the sale of goods for pets in Ukraine.

The company's website is actively updated and contains many useful articles and tips on pet care.

The company actively uses social media to promote their products and services. They have accounts on Facebook, Instagram and Twitter.

Reviews about the company are mostly positive. Customers note the quality of goods, fast delivery and good service.

Before and After

This is how the IM looked like when the owner turned to us.

There was a lot of work on layout and coding because of the diverse functionality. Several hundred hours were invested with interest and motivation into this project. New pages and functionality were created in the admin area. For example, a couriers' route list was created to optimize logistics.

And this is already a new website with new design and functionality.

What tasks were accomplished

• speed of work was accelerated;
• the provided design for desktop and mobile version was made;
• programming work was done - a lot of custom functionality was made, for example, combinations of attributes;
• added a lot of discount options when selecting a certain product attribute, e.g. color, packaging, weight;
• created convenient filters for easy sorting and viewing of products
• redesigned caching;
• added functionality to increase sales - pop up windows, buttons and banners with Call To Action, etc;
• online store was prepared for SEO optimization and further promotion;
• google page speed to the green zone
• customization works were carried out and instructions for the client were created

Interesting functionality:

• When a customer enters the site, the city from which the entry was made is automatically selected. This is done in order to show the availability of goods in stock in each city.
• Developed a route list of couriers for better logistics and navigation.
• In the product card added options: weight, cost according to the selected weight, reviews, wish list, comparison of goods, and packaging
• On Google map the customer can see geo-tags (designed in the characteristic brand design) with the addresses of offline stores. When hovering, a tooltip with detailed information pops up.
• Detailed designed Buyer's Cabinet

Overall, the website was made in such a way that the user interacts with its sections, pages and elements as much as possible. Sophisticated navigation makes it easy to find things.

Menu

The first thing that was done was to think about categories and subcategories. Even at the first stage, the main and additional categories should be located according to all the rules of SEO optimization, it helps in further promotion and navigation of customers through the pages. Menu icons are also designed in the brand style.

Filters

When at the stage of creating the architecture of the site, the owner cooperates with specialists - it always brings good results. Filters of the online store Zootovarova were developed with special attention. For example, when the buyer goes to the page with wet dog food, he has the opportunity to choose:

• Class of food;
• The stage of life of the pet - which makes it possible to choose food for puppies, young or old dogs;
• Diseases of the pet - a cool option that allows you to select food for animals that have contraindications to certain ingredients;
• Ingredients: will appeal to pet owners with allergies and just handy when your pet has food preferences;
• Grains and vegetables: also allows you to choose foods with additional ingredients;
• Type of canned food: consistency;
• Type of packaging: allows you to choose in soft or hard packaging you have to sort the product.

Tip: If you want the filter to be convenient for the buyer, but also useful for promotion - before adding filters, try to collect the site's semantic core or order the service from specialists.

Buyer's personal cabinet

The buyer's personal cabinet has been developed in detail. There are not only basic data, such as contact information and address, the ability to change the password, and an additional menu:

• My orders: on this page, you can always view your order history. Convenient for cyclical purchases.
• My Pet: here you can add a pet and fill in the data: name, species, gender, date of birth, additional information and photo. This is a great idea for pet owners to feel like a member of a club or community and has a positive impact on brand loyalty.
• My Reviews: on this tab, you can see your reviews of products or the store in general - it encourages you to leave reviews.
• Favorites: a page with a wish list.
• Viewed goods: if the buyer forgot to add something to their favorites, the page with viewed goods would help to see the so-called chronological map - increasing the average check.
• Purchased items: speeds up the process of repeat purchases
• Newsletters: page with newsletters settings, very thoughtful, because most suppliers have automatic newsletters and the buyer is always looking for where to cancel or change settings.
• Correspondence: the page with your messages
• Promo codes: manage promo codes
• My bonuses: manage bonuses: manage bonuses
• My addresses: here you can add several addresses, for example, if your parents or friends have a pet, you can make a pleasant surprise for them and order something for the pet (this is an option).

A detailed buyer's cabinet will work in several directions: to increase loyalty to the brand, help to feel belonging to the club of animals, and to return for purchases in this online store. All these indicators trigger a further mechanism of word of mouth when buyers begin to recommend the company to their family and friends.

Brand page

The brands page is also maximized. To make it easy to find the desired brand, the page has a clickable alphabet in English and Ukrainian, and even numbers have been added. Imagine how many landing pages can be promoted and again - maximum convenience for the user.

When you go to the brand page there are several sections:

• Popular Products
• New Arrivals
• Most commented
• Most viewed

Since the brand can produce products for different animals, such as dog and cat food, tabs have been added.

Product Card

A video can be added to the product card. The customer sees a message when a certain package or weight is out of stock and can leave a request to be informed when the product is back in stock.

Also in each product card, there are 4 tabs: Description, Composition, Feeding Norms, and Characteristics. All information is useful for pet owners who make purchases consciously and without haste. If you do not know how to make high-quality photo content, we advise the article How to photograph clothes for sale.

Shopping Cart

The shopping cart has been designed in a very detailed way, for example, there are 4 payment options:

• Visa/Master Card payment
• cashless payment for individuals
• cashless payment for legal entities
• cash on delivery

The amount of personal discount and additional discount is also displayed. The buyer can enter a promo code and get another discount.

In our article What payment systems to connect to your online store considered the most popular payment methods, you can also connect any PS to your site.

Promotions Page

On the page with promotions works a timer with a countdown, which increases the likelihood of purchase. A separate page has been created for each promotional offer. A loyalty program has also been developed - for each purchase the user receives points, which can then be spent on the next purchase.

Blog

The blog deserves personal attention, as it is the blog that started to bring traffic. The blog page has large and high-quality photos to the articles, there is a grouping by topic, and blocks with popular and new articles. We have connected comments, so the blog is constantly communicating with readers. Activity, quality and useful articles, buttons for distribution in social networks, recommended articles and articles on the topic - all this is liked by users, hence search engines.

SEO

We did not do SEO promotion for the client, but in the beginning we optimized the online store according to the customer's TOR. Not so long ago (about half a year ago) the online store started to move up in SERP. This can be seen from the graphs in Ahrefs. If we analyze the keywords, we should be interested in those that bring profit to the site, all others are aimed at increasing traffic. Among the commercial words, on the first places: pet products for cats, accessories for dogs, pet products for dogs, and many others, as well as branded queries (eg, pet products com), which are targeted.

When ordering an online store from us, you can be sure that it is 100% prepared for promotion in search engines, because the Solomono platform was designed specifically for e-commerce, which takes into account:

• Clean HTML code
• SEO-friendly URLs
• High site speed
• META tags that are customizable, as well as creating groups of meta tags if there are very many sections
• SEO-ready breadcrumbs
• Compressed scripts and site styles
• Schema.org markup
• Open Graph tags
• Sitemaps (XML + HTML)
• Mobile-friendly version
• Alternate for languages
• many other features

Create your online store with products for pets right now.