Australian and Brisbane-based fashion brand BlackMilk Clothing has revamped its mobile e-commerce site by reducing page load speeds and increasing transactions with a web application solution from Balance Internet.
BlackMilk Clothing needed to improve their customer experience, as the mobile website accounted for 80% of traffic and 65% of sales.
With a cult following that includes Beyoncé, the brand needed to boost mobile speed to withstand large increases in traffic following new releases and exclusive collaboration such as the BlackMilk Pokémon collection which sold out within the first hour. and the limited-edition The Legend of Zelda clothing line that gave way to 4,500 visitors shopping on the site at one time.
To meet traffic demands, Balance Internet implemented a headless commerce approach, designing a Progressive Web Application (PWA) that would resonate with BlackMilk’s customer base. The solution is supposed to manage traffic volumes by making changes to product data live in the backend during order processing.
“While half of our dedicated customers are based in Australia, we now ship to over 200 countries, with mobile accounting for the majority of our sales. In order to continue to deliver an exceptional customer experience and further expand our international footprint, we We needed to implement a faster mobile solution that could handle major traffic spikes following new releases and exclusive drops,” says Matthew, IT Manager for BlackMilk Clothing Suddock.
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“Balance Internet has designed an outstanding PWA solution that has enhanced our customer experience. Our product page loads almost six seconds faster, the category page load speed is up to two seconds faster, and we’ve increased transactions by 10%,” says Suddock.
“It was imperative that BlackMilk’s new PWA was not just designed for performance. The iconic fashion brand has a very unique and highly engaged audience, which required a bespoke theme that resonated with its core consumer. We had to make sure that every feature was executed with purpose and based on extensive customer research,” comments Aaron Chidley, Director of Business Development at Balance Internet.
“Now BlackMilk is able to offer customers the best app-like experience across all devices. The PWA headless commerce solution has completely transformed the customer experience, dramatically reducing product page load times and ultimately increasing sales,” concludes Chidley.
Balance Internet first collaborated with BlackMilk in 2017 when it took over the development of the brand’s Magento Commerce platform. Balance Internet specializes in the design, development and support of high performance, fully integrated transactional e-commerce solutions.
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