Design and technical development of the Tervolina online store

November 2021 - April 2023

Tervolina is one of the most popular and recognizable footwear brands in Russia, with a large chain of retail stores. Their online store was opened in early 2018. However, sales results were low when compared with offline. We needed to develop a new site - with a complex ecosystem, unique integrations, and an attractive design.

Tervolina is one of the most popular and recognizable footwear brands in Russia, with a large chain of retail stores. Their online store was opened in early 2018. However, sales results were low when compared with offline. We needed to develop a new site - with a complex ecosystem, unique integrations, and an attractive design.

Goals and tasks

Integrate the store with different services for reducing operational routines and quickly processing orders.
Develop a modern design for the site to attract a young audience, with intuitive navigation and quick search.
Make it more convenient to view items.
Present the client with an effective solution for increasing online sales.

Implementation

Before beginning to work directly on the site, we conducted a deep analysis of the client's business processes. This allowed us to make quick decisions during the production stages, when the client made changes to the business logic of the project.

When working on the site, we integrated various participants in a short period: direct SQL queries to the warehouse and data about online balances, data exchange with trade management systems, and statistics.

In 5 months, we developed the site and implemented complex integrations with the warehouse and the system 1C Fashion Store. Thanks to using interfaces such as SQL and SOAP, it was possible to achieve synchronization between site and warehouse data almost instantaneously.

Design

The site's design became more modern and fashionable. We also simplified the customer's route to items: searching, choosing shoes and accessories from a large assortment, and placing orders became significantly easier. Basic SEO work ensured a seamless transition from the old platform to the new one with no loss of organic traffic.

SEO

The site was optimized for search engines. Schema and OpenGraph microdata were added, meta tags Title and Description were included on each of the catalogue's pages, as well as a template for auto-completion of meta tags on product pages. The site's code was corrected and optimized to achieve the fastest page loading.