In an attempt to one-up Amazon’s popularity, Flipkart has come up with a new idea. The company has revamped its desktop site with the benefits of both mobile and desktop surfing. A special 14-member team has taken seven weeks to rebuild the website using mobile web infrastructure.
Chief design officer Suvonil Chatterjee says, “We have moved away from a website to a web app, and for the first time an ecommerce website has been built over mobile infrastructure.”
Simplifying the shopping process
Chatterjee maintains that the overhaul of the site is to ensure that the customers have a smoother shopping experience. The new website loads 30% and takes up 38% less space.
Chatterjee notes, “There is a direct connect between speed, usability and conversion.” The team has added a lot of new features including, “clearer compare buttons, top product features, placement of buy button, histogram price filters, and colour coded rating reviews have been added. Almost all important details of the product are present in the first fold itself including highlights, services, affordability mechanisms, are all upfront.”
Returning to desktop
Earlier Flipkart and its subsidiary Myntra decided to focus only on mobile. In the process, Myntra’s website was closed and Flipkart’s mobile site was shut down. However, the companies have realised that this tactic will not work. Subsequently Myntra’s website was re-launched. Flipkart’s latest move seems to be an attempt to regain its popularity (that took a hit with all the app versus website speculation) and to keep pace with Amazon, whose popularity seems to exceed the former’s.
Myntra has recorded a hike of sale 23 times its earlier figures during the recent End of Reason sale. Although, 90% of the sales have come from its mobile app. 30% of Flipkart’s sales is through its website. The company seems to be reassessing its views on what will keep its customers happy to ensure a steady sale.
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