Audeze: Sellers of High Fidelity Audio Systems

The business goals included

• Marketing / e-commerce site for handling B2C sales
• Partner / affiliate management system for handling B2B sales
• CRM suite including on-line warranty management system
• An 'Audeze Synergy' system for interfacing with headphones and managing frequency response of device via website
• Integration with SAP Business One
• Integration via API to Riskified to reduce the risk of online credit card fraud
• Integration with iContact for email marketing
• Design revision to improve the look and feel to keep it contemporary
• Easy locating of dealers and distributor shops
• Private lounge for loyal customers for early bird offers on new products
• Dealer Training Program
• Trade-In Trade Up Program
• Handling the high percentage of online shopping cart abandonment

Challenges faced

The site was in Drupal 6 when we took it up in 2011 and not secure. They had more than 50 contributed modules and so migration was a challenge. Other challenges included

• Being an ecommerce site for high end commodity, they could not afford any kind of credit card fraud.
• They wanted to handle the high percentage of online shopping cart abandonment.
• Audeze wanted to improve customer retention and brand loyalty by incorporating an exclusive brand club.
• They wanted to integrate SAP and email marketing on to the site.

Approach

Visual Design

The new Audeze website was designed to embody the key visual values of the of the brand. Incorporating clean modern aesthetics with high level technical messaging reaffirms the brands position as the leading planar magnetic headphone technology leader.

Consideration for the customer journey was a key factor in the development of the new website. We recognized that not all website visitors are knowledgeable about the audiophile heritage the brand is famous for, so we developed a dual top level navigation with general-consumer-level terminology that allows quick access to various headphone styles, while also presenting a product series navigation for our more experienced users.

Features

The site was migrated to Drupal 7 and we added the below listed features to improve the e-selling capability of the site.

Riskified, an online credit card management solution was integrated after creating a module for it. Riskified is a risk management solution that makes it easier and convenient for online merchants to accept high risk credit card transactions. By reviewing, approving and guaranteeing credit card transactions, Riskified removes any loss that can occur through online credit card payment.

Handled the high percentage of online shopping cart abandonment using Affirm. Affirm allows easy and quick financing without a credit card. Affirm allows consumers to pay for items in monthly installments with a small fee. A module was created to integrate Affirm to the Drupal site. This module was also contributed. UC Affirm iin Drupal.org

Brand loyalty was improved by creating a private lounge for return buyers. Private lounge is an exclusive product page and private blog for specific user roles with permissions. Currently the LCD product owners can have the private lounge access.

iContact was integrated. A cloud based email and social media marketing provider, iContact is a mass email marketing application that enables customers to create, track, and send HTML-based emails and social media messages. Email contacts of those who come to the site and give it are captured using the iContact feature.

Results

After integrating Affirm, the development cost was fully recovered within a period of 2 months, the site witnessed a rapid growth in the sales of premium goods. The site was also able to generate an increase of 20% in their sales.

Traffic from search improved visibly after the project implementation. The bounce rate fell by 23%, the conversion rate increased by 50%, and overall revenue grew by 16%.