72% Dammit Dolls. Users increased by. Wakefly. dammitdolls.com E-COMMERCE TOYS AND GAMES

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1 dammitdolls.com Dammit Dolls E-COMMERCE TOYS AND GAMES Through improved information architecture, functionality, and design, Dammit Dolls saw great improvement in usability that has resulted in increased site traffic. Users increased by 72%

2 Background Dammit Dolls sells dolls, stress balls, and other products to help you get through your dammit moments in life. Their products are durable and made to be slammed, thrown, and squeezed. Dammit Dolls came to looking for a website redesign that would reflect the unique attitude of their brand. designed and built their new site on Kentico 8 utilizing the Kentico E-commerce platform as well as several custom interactive elements on the homepage. Goals There were a few goals that Dammit Dolls needed the new website to accomplish: redesign the old site to reflect the personality of the brand and showcase their many products in a more creative way make the site responsive to allow a seamless experience across all devices create custom web parts to accomplish complicated design goals, while being user-friendly enough for non-technical web managers to swap the web parts with ease utilize an e-commerce platform that was easy to manage and included the ability to discount products with customer specific coupon codes make the checkout process easy for customers Challenges The biggest challenge faced while building this site centered on the custom functionality that needed to be built to accomplish the client s design and usability goals. Custom Homepage Grid: The Dammit Dolls website design included a gridded homepage with multiple different web parts including videos and gifs. They wanted these web parts to be interchangeable, but due to the customization done to the out-of-the-box web parts, this might not have been possible. Complex Tax and Shipping Rules: Depending on the weight of the order and the shipping address of the customer, the tax and shipping amount would vary greatly. They also wanted to offer multiple shipping options standard, two-day, and overnight. It was important that shipping took weight into account because the cost to Dammit Dolls to ship an order would depend on the weight and they wanted to make sure they weren t losing money on shipping. A Variety of Discount/Coupon Functionality and Rules: They wanted one-time use per customer order discount coupons and product coupons based on the product department.

3 Ability for Customers to Pay Either by Credit Card or with Amazon Pay: In order to give their customers even more flexibility, Dammit Dolls wanted to add an Amazon Pay button so users could just sign in with their Amazon account and pay using whatever saved billing information they already had associated with that account, simplifying the checkout process Solution Kentico s E-commerce platform was utilized to give the client all the order tracking, discounting, accounting, and other functionality necessary to manage their business. In order to achieve the custom functionality that Dammit Dolls desired, utilized Kentico s API and extended the default solution with custom Web Parts: Custom Homepage Grid: In order to make the custom Web Parts easy to manage for non-technical website managers, customized existing out-of-the-box Kentico 8 Web Parts using JavaScript and CSS so they still appear as drop-down options. Complex Tax and Shipping Rules: Through an integration with ZipTax, a third-party sales tax API service, tax amounts are calculated automatically. Additionally, shipping costs and options were configured within Kentico. At checkout, shipping costs are automatically calculated based on the aggregated product weight of the order and the option selected. This ensured that shipping costs being passed onto the customers was enough to cover their own costs. A Variety of Discount/Coupon Functionality and Rules: To give the client the ability to create single-use coupon codes, API was used to create custom macros that allow the client to specify that a coupon code for an order discount should be used once per customer. To allow the client to make product category specific coupon codes, API was used to create a custom scheduled task that added products in a specified department to a coupon code based on custom table data. Ability for Customers to Pay Either by Credit Card or with Amazon Pay: set up a custom integration between Kentico and Amazon that adds an Amazon Pay button on the checkout screen so that, if desired, a customer can click it rather than entering their credit card info. From this point, a customer is taken to their Amazon account and can use whatever payment information the customer already had set up there. The checkout process essentially happens in Amazon and then takes the customer back to the Dammit Dolls site for the order confirmation screen.

4 Results The new Dammit Dolls site launched on October 28, 2015, and they saw huge improvements in usability very quickly. Their marketing managers are able to get key information out of the Kentico CMS, faster and easier. The Kentico store reports platform allows them to set up custom dashboards so they can monitor sales KPIs. They are also able to edit content on the site without the help of their web team. Finally, the design is much more indicative of their brand. The design would not have been accomplished without the ability to customize everything within the CMS. Three weeks after launch compared to the three weeks prior to launch: sessions have increased by 11% users have increased by 14% average session duration has increased by 28% new sessions have increased by 3% Two months after launch compared to the two months prior to launch: 57% increase in sessions 72% increase in users 32% increase in page views 45% increase in session duration 11% increase in new sessions

5 Key Criteria for Choosing Kentico selected Kentico as the Content Management System for this engagement because it provided s developers the ability to customize almost all of the out-of-the-box features to meet the needs of the client. Most other CMSs are cumbersome to customize, so Kentico was a clear choice. Kentico was also chosen because of the integrations available in the built-in E-commerce platform. The new platform allows Dammit Dolls to manage all of their orders, payments, and other order related details in one place. is a New England based digital marketing agency committed to creating the best possible digital presence for its clients for more than 15 years. Our team of skilled engineers and visionary marketers are experts in their fields, employing current trends to create cutting-edge websites. We spend the time needed to completely understand our clients' goals and objectives before we begin work, allowing us to function as an extension of their team. Born in software development, is a full-service digital experience management firm that specializes in holistic, data-driven online marketing, and custom web development. 293 Boston Post Rd West Suite 140 Marlborough, MA Jon Baer clientservices@wakefly.com