Nextbase records peak conversions on its DTC site with BigCommerce

SOLUTION

Data-led approach to customers.

The BigCommerce platform was chosen because it is a simple to operate SaaS platform that guarantees maximum uptime without requiring its ecommerce team to constantly wrestle with everyday maintenance issues. It has the flexibility to integrate with other apps and the scalability to handle peaks in demands as well as open up new territories. 

Crucially, Nextbase knew it had to build a sophisticated customer data platform to get the most from the direct relationship its website offers with customers. It knew that integrating with its preferred CDP vendor choice, Klaviyo, would be far too complicated with Magento 2 and so the decision to use BigCommerce’s low code, no code platform became relatively easy to make. 

“We knew we needed a great ecosystem of companies we could integrate with, which is why we chose BigCommerce and its app store,” Douglas recalls.

“If we had integrated with Klaviyo on Magento, the hard coding would have taken us easily three, or four months, and then we’d have to start testing everything to find bugs. I'm not a developer, but I actually implemented Klaviyo on BigCommerce in four or five regions within literally two hours. It was just a case of this one, finish, next one, finish. It's completely no code. That was the experience that I was searching for, and I found it on BigCommerce.”

Personalised content.

The BigCommerce platform is empowering Nextbase to move away from what it confessed was previously a brochureware site to a more dynamic service. New content can be loaded without the need for specialist developers and because the site’s technology is so advanced, pages load far quicker than before. This is a very important aspect for the business, Douglas says, because it relies heavily on rich media to bring its products to life.

Additionally, though, the content it serves to visitors is not just immersive, it is personalised. The company is working with ecommerce optimisation business, Shogun, to use its Targeted Experiences services which taps into the data held on the Klaviyo platform to gain a better understanding of its users. This can be used in personalising marketing messages, such as emails, but it is also being used to decide what to show site visitors – and it is all easily integrated with the BigCommerce platform.

“We focus a lot on very rich content, product pages with tonnes of animations and videos, it’s not just a case of basic title, price, and text description that you find in many ecommerce stores,” Douglas says.

“Our point was, now that we have all this content, we need to deliver this content based on context. Now I know a lot about a person, and I can deliver content made for them or segmented for them. If they went through a quiz and told us they usually drive at night or drive long journeys, I can tailor which feature I'm going to expose and say, ‘hey this camera here is more specific for people with the drivers that match this profile’.” 

Localisation at pace.

International expansion is a major consideration for Nextbase and so the ability of the BigCommerce platform to easily integrate the Weglot translation app has been vital. In fact, Douglas describes the integration as integral to the company’s growth plans.

“We use it in a hybrid mode, so we can go there and improve the translation as needed and it’s been fundamental to our expansion in Europe,” he says. “We now have the site running in 15 languages. We are even using BigCommerce for sites that are still not transactional. For instance, we have an operation in Japan now. The site has been localised, and we were able to launch the site, in a different language, in just a week.”