Last year, Pragmatic and PEI Media collaborated to conduct the combination of its website and the business in this process in this process Digital transformation.
Colleagues from Pragmatic and I are very proud of the results -including up to 40% of natural traffic growth -so we want to share some of the key knowledge we learned from our work, from high -level observation to practical insights.
PEI Media: From technical debt to agile
PEI Media is a brand with multiple brands International Financial Media Group. The group hired a new chief technician in the fall of 2016 and instructed him to make a comprehensive digital transformation of the business. They hope to create a modern and flexible technology platform to guide the company’s high -quality products to achieve significantly growth.
This is a difficult process because the company is carrying serious technical debt. Publish new content or change any content on the website. Even a simple spelling error needs to rebuild the entire website overnight -in industries that are vital to speed and flexibility, this is obviously an unsustainable sustainable situation. .
to change any content on the website … need website.
The annual growth rate of Pei Media is good. Due to the recent rounds of venture capital, they can now promote business growth faster. However, it is obvious that only the company’s digital assets are thoroughly transformed can they achieve their ambitious goals for business settings.
The briefing is to re -develop the company’s eight websites to deliver its product portfolio through self -service e -commerce to provide the best tools and exquisite design front -end.
In order to meet the needs of PEI Media, our Pragmatic team needs a connection architecture composed of strong and high -performance components and achieved through agile methods.
When cooperating with PEI Media, we strive to follow the legitimate program. This includes persistence and high standards, incorporate strict documents, and conduct detailed review before deciding to solve the problem we need to solve.
We have a thorough RFP process with future PEI media partners to explore which methods, software and architecture are most suitable for the task at hand. Once we officially join the project, we start a discovery process. Then, we created a product required for all stakeholders to do it.
Why choose WordPress, why choose woocommerce?
This is a network release project, so the network -leading content management system WordPress is a combination of heaven. Compared with the proprietary CMS platform we consider, the availability and flexible editing workflow of various powerful plug -in strokes the WordPress.
The flexibility of Visual Composer can change the webpage without the support of developers. This is a real attraction for PEI Media. We also show our team’s ability to quickly iterate multiple third -party themes and quickly generate prototypes until we find prototypes that match PEI Media’s vision on its website network. The appearance of the website to our customers allows them to be confident in the ability of WordPress and we build the website they want.
Woocommerce provides a simplified checkout experience for Pei Media. The company’s previous e -commerce checkout process includes no less than nine steps, and through Woocommerce, we can reduce the number to two or three. This makes the sales team’s work easier, and we expect it to have a better conversion rate. The previous e -commerce checkout process of the company includes no less than nine steps, and through Woocommerce, we can reduce the number to two or three
Because PEI Media Sales content, and their team members are accustomed to editing and production content, so expanding content management to product descriptions and images is not a big leap.
Like WordPress, Woocommerce is open source, so it provides us with flexibility of expanding and editing basic functions as needed. In this enterprise -level project, our customers are distributed in multiple business departments, and each department runs an independent profit and loss account and generates its own income. This means that we must consider several different types of content, from physical products to virtual content access, activity tickets, etc. These websites also need to handle disposable payment and subscriptions, which is WOOCOMMERCE can support.
For us, the last selling point is the scalability of Woocommerce, which can easily be easily as other applications as other applications. Integration with software and high degree can be connected, which means that we can connect the platform and services of the PEI Media website without restrictions. technical design of thisispei.com In order to satisfy some functions that WordPress and Woocommerce cannot provide, such as Rights Management
The limited content license system), we have implemented many other functional integration.
In order to manage the access permissions of different types of users (anonymous users, registered free users, and paid content users), we need to build a complex solution that can handle the rights management of rights management. The key to their business is to maximize the conversion rate and encourage users to pay. We have determined several cloud platforms that have provided this feature.
The technical architecture we built includes WordPress as CMS and front -end, and Woocommerce for e -commerce. Then we added Blaize, an identity and access management platform. We put a proxy server in front of WordPress to handle identity management, including registration, login and user account management. According to the content that the visitors are visiting and their rights, the proxy server will dynamically generate relevant content. We chose a password -free authentication and used Blaize to request the ability to generate the first page for free to generate the first page of content from some search engines. This so -called \”first click free\” access allows the allowed page to be indexed by search engine and helps the website get better ranking in the search results. PEI Media runs a wealth of data research and analysis platforms that use the platform to report the market covered by the analyst to its analysts. In order to allow access to these data on the revised website, we put it in Elasticsearch and build a React front end to display it. We try to simplify the display of editing content and data -driven graphics.
Blaize also connected to the company’s CRM to manageWordPress rights. Once the user checks out and purchased the right through Woocommerce, Blaize will immediately update the CRM to allow users to quickly access high -quality content.
In order to increase sales through marketing automation, we integrated Google Tag Manager, which transmitted data back to Google Analysis and entered the company’s commercial intelligent platform from there. This allows continuous improvement of customers to obtain and reserve. Get Google Analytics Pro applied to Woocommerce to add Google Tag Manager to your store.
The architecture we built created a personalized customer experience, which in turn promoted the number of audiences, repeated visits, spent on the website, and the number of pages to view. Because PEI Media’s business model focuses on high -quality products, the more pages users view, the closer they are, which means that they need to upgrade to access the content.
Operation design: Discover and calibrate
This is a huge project, which require Build and connect many different functions and software. How did we change from the beginning to a full -speed plan? The transition requires three stages.
First is the discovery stage . This month is to ensure that the entire project team is consistent in vision and specific requirements. We help complete initial project documents by seminar and conferences with PEI Media and other technical partners. Unless it is absolutely necessary, we will be careful to avoid using technology or digital languages: we hope that our exchanges can win and have a healthy dialogue. We also carried out some prototype design and technical exploration to minimize technical risks after the development began. At this stage, we also agreed to use agile methods to sprint each team for two weeks. The next calibration stage
, which gives us six weeks (three sprints) for projects. At this stage, we can evaluate the workload we can complete in each Sprint, and give us a good understanding of the delivery date of key milestones.
After the calibration, we seamlessly entered the active operation Scrum team delivered delivery The final state. The key part of the Scrum process means that we have been with our PEIMedia partners discuss and review progress. This helped us establish a positive and trust -based relationship.
Inquiry, clicks, and traffic increases Due to unpopular access, the number of subscribing queries in the group increased significantly. The website loading is faster, and the visitors click more articles. As a result, the traffic of some websites increased by as high as 23%, which is also related to more access, longer user sessions and more web browsing volumes. As a result, the traffic of some websites increased by as much as 23%.
The new personalized method provides a customer experience for the audience’s participation and higher conversion rate. Conclusion
Cooperation with PEI Media is one of my best experiences in my career. The third party report shows that my impression is not exactly subjective:
\”and development\” and development The nature of partnership seems to be a relationship that promotes effective cooperation and delivery. It can be considered close to the best practice. \”
This is something that can be proud of any institution.
There are many factors that make this project so successful, but I will focus on the key roles played by WordPress and Woocommerce: Speed \u200b\u200b -In a few hours The ability of the internal circulation to browse the ready -made theme makes the project team believe that we have a common vision for the investment portfolio.
Meet the requirements
-WordPress is the top CMS -to provide support for 30% of the network -and match or defeat other professional custom CMS options, so that the team believes that we have chosen the best solution.
Integration
-The PEI Media platform uses the most powerful component to create the best digital solution for enterprises. WordPress’s open source community means that for many integrations, ready -made solutions already exist.
Easy to customize
-Pi Media decided to hope that this platform will become the core part of their strategic. WordPress and Woocommerce can be reserved, deleted, replaced, or added functions based on business priority and value creation, thereby supporting this vision.
Value
-The annual permit fee of the open source software project WordPress is zero, which means that PEI Media canThe larger proportion of capital investment to the characteristics and functions of adding specific value to its business.
Pragmatic is fortunate to cooperate with PEI Media in a way of agile, openness and trust, so that the two parties can use these factors for commercial interests, values and success.This is encouraging how to establish confidence and participation in an enterprise every time.
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This article is rightReview of the last speech of Wooconf 2017.
