Hummert International

What motivated them?

They understood that their first website fared decently well with the basics:

Customers could easily find an item and make a purchase (if they knew what they were looking for). But it was a text-heavy site that was not interactive, and browsing products from among a 10,000+ item catalog on the Hummert web store posed a challenge. In turn, many customers resorted to calling or emailing Hummert in order to more efficiently make purchases. That was the first sign that Hummert’s existing web store was not up to par.

Hummert was quickly growing, and customers were increasingly seeking a higher-quality web store and more efficient ways to buy. They wanted better access to products and information, particularly with regard to inventory, up-to-date pricing, and shipping estimates. This was a turning point for Hummert. Hummert International’s Director of Marketing, Jason Hummert, explains:

“We knew that we were losing customers every day, or at least missing opportunities, because our information wasn’t readily accessible or available online. Knowing this, we began the road to searching for a new solution to e-commerce.”

But Hummert quickly realized they needed to take a forward-thinking approach to e-commerce that was scalable (to keep up with their customers’ needs now and in the future). They found that an integrated e-commerce approach, implemented with Sana Commerce, was their answer.

The solution

Prioritizing customer-centricity

Hummert had one primary goal when executing their new e-commerce strategy: to improve the customer experience.

“Our existing customers put up with [the old web store] because it was all they knew,” says Hummert. “But… we weren’t gaining many new customers, bounce rates were extremely high, and our conversions to checkout were extremely low.”

Hummert understood that with a better online experience and more satisfied customers, they would also naturally see better website performance, more sales, and more returning customers as a consequence. So, they focused closely on what their customers wanted from them, rather than what they wanted to do as a business.

Project requirements included:

Why? Jason Hummert explains: