Basics Brands approached us to help with launching their brand site and shoring up their ecommerce web design. Specifically, Basics needed a high level of woocommerce customization and configuration to achieve their goals.
They wanted a streamlined checkout experience, and to create an overall strategy for the digital presence and email marketing to facilitate online sales.
Woocommerce, the most common ecommerce software for online shops running WordPress, is a bit of a beast out of the box. Many features that we take for granted when we shop online are not built into Woocommerce.
As a result, it needs a high level of customization (and a number of complimentary plugins) in order to begin to look and operate like best practice ecommerce sites, and to employ shopping psychology in an effective way.
Transitioning to Shopify
When WordPress released Woocommerce 3.0, it lead to a small crisis for the Basics Brands site: namely, that the upgrade broke some of the other Woocommerce plugins that the site depended on to process the entire Woo purchase transaction. Over the course of a weekend, the team at Basics fielded a number of messages from frustrated customers who couldn’t check out.
This prompted the head dog at Basics, Gracie, to urge her humans to think about transitioning the entire shop’s transaction system to Shopify and off of the Woocommerce for the compelling reason that others have made the same decision: because Shopify’s underlying code is proprietary, if it breaks, they have to fix it – and they have support on call 24 hours a day to handle any situations that arise. And when they fix things in their code, it rarely breaks site functionality.
We worked with Basics then over the course of 6 weeks to translate their existing Woocommerce-based website code to the Shopify platform and templating language, liquid. Such a transition comes with caveats. Shopify doesn’t support multiple forms or much beyond simple text form submission out of the box – making it not a good match for people looking to integrate form information with Customer Relationship Management systems or really any other third party software. Likewise their integrations with email providers leave much to be desired. Shopify as a solution works best for businesses without the need for many advanced features or who are hoping to execute more complicated modern ecommerce marketing strategies from their site.