CLIENT
Venum
INDUSTRY
Sporting Goods
TECHNOLOGY
Shopify
About Customer:
Established in 2006 by Franck Dupuis and Andre Vieira, Venum stands as a distinguished French brand specializing in crafting apparel and gear for a diverse range of martial arts, combat sports, and fitness activities, encompassing mixed martial arts, boxing, Brazilian jiu-jitsu, Muay Thai, and karate. With a global presence spanning Brazil, America, Europe, and Asia, Venum was designated the official outfitting partner of the UFC in 2021, succeeding Reebok in this role.
Renowned for its innovative approach and unwavering pursuit of performance enhancement, Venum thrives on pioneering change and consistently offering fresh, unparalleled experiences.
A pivotal moment for Venum unfolded in 2018 when it ventured into the production of professional boxing equipment, aiming to replicate its success in Muay Thai and MMA by establishing itself as the epitome of boxing quality through the creation of unmatched boxing gloves.
The affiliation of the Rungis CrossFit box, VNM, with Venum Training Camp Paris since late 2018 has resulted in the formation of one of Europe’s top CrossFit teams: the Elite Competitor team. In 2019, the inaugural VNM Contest, a national CrossFit competition, further underscored Venum’s commitment to crafting authentic gear for genuine athletes.
Achieving championship status is arduous, but maintaining it poses a real challenge. For Venum, sustaining its role as a true trendsetter in the combat sports industry remains a paramount objective.
Client’s Needs:
As a renowned brand of premium apparel, Venum was seeking enhancements to its Shopify website. Their primary aim was to elevate their online presence and provide an exceptional user experience to our customers through their powerful online store that showcases various products, including their UFC collection, collaboration apparel, sports collection, punching bags, and coaching gear.
They foremost demanded a comprehensive redesign and advanced customization of the theme to reflect their brand’s essence and unique offerings. They also wanted to integrate a Megamenu feature to enhance navigation and showcase different ranges for men, women, and kids, as well as custom kits for fighters. Additionally, they were looking to incorporate a dedicated section for promotional videos, especially for the homepage that displays new launches, and there should be some static images that need to be created for the holiday gift guide that will redirect the users to product pages offering apparel at different discount rates.
Furthermore, the integration of third-party apps is crucial for them for multiple functionalities and offer a more dynamic shopping experience to our customers; such integrations were needed for email automation, different offers, coupons, and discounts, product optimization, geo-location, landing page builder, payment integration, search filter, and more. These integrations later on played a massive role in escalating sales for their store.
There were some other small and big requirements like some coding changes, bug removal, creation of different email templates, product image optimization, and speed improvement, which were fulfilled by the Rock Technolabs team of expert Shopify developers.
Challenges:
While working on the Venum project, we encountered some of the big issues which took our extra time. At the time of strategy planning, we decided that every week two newsletters will be forwarded to the customers however, when we put products in the email template, it should automatically link the product to its page, but when we sent the email, and then customers open it and click on the product, it takes them to 404 error, and the same thing was happening when we put the discounts offers.
The above problem was related to automatic linking in the email; as a result, we thought to troubleshoot this problem for which we optimised different email templates again, verified the frontend product and discount settings on the site, tested the link multiple times, and even had a conversion with email service provider (ESP).
The next issue we faced was related to the video section on the homepage, as we embedded an mp4 video on my homepage using some custom code to remove the YouTube and Vimeo interface (it links directly from the Shopify file repository). The exact problem was the video section did not automatically resize or align to fit the theme:
- On the desktop, the video is off-centre.
- In mobile, the video does not resize, and it simply shows a corner of the full-size video section.
To resolve this issue, we again edited the theme code and used the entire width of the page, and then it resized properly on mobile, also showing perfectly on desktop and tablet.
The third challenge that came our way was zoom product image functionality, as it suddenly stopped working for some products. For this, we edited the theme.css file.
Solutions:
Our team at Rock Technolabs put their heart and soul into our esteemed client, Venum, with an objective to enhance their online brand awareness with a website that is entirely secure, represents their company, and attracts more traffic to buy their new range of products.
Our first task involved a comprehensive redesign, updating, and customizing their existing theme because it was not too appealing and lacked some of the essential security features; by using a new theme, we were able to change the product catalogue, which allowed us to optimize the site for SEO while implementing clean and semantic code. We meticulously crafted a visually appealing design that not only aligned with Venum’s brand identity but also prioritized user-friendliness.
In the following process, we restructured the layout of the section, as they wanted intuitive access to various segments of the website it helped us to adapt various features quickly on the site, have a solid foundation for a personalized storefront, and different options for text block, video section, and image galleries.
Also, creating static blocks enabled us to build consistent and easily manageable content across different pages, enhancing overall coherence. Additionally, the integration of a dynamic Megamenu significantly improved site accessibility, allowing users to efficiently explore various categories and subcategories; with this, we saw a significant change in bounce rate, which was 9 months ago 65%, and then it reduced to 23%.
A standout feature we incorporated was the Promotion Video section, strategically placed on the homepage to direct visitors to explore and discover new products and highlight critical offerings. Furthermore, to enrich the product browsing experience, we integrated a Zoom Product Image functionality that activates upon hover, providing users with detailed views on the Product Display Page (PDP).
In parallel, we optimized the backend by developing custom email templates, ensuring that Venum could efficiently communicate with their different customers at the top of the funnel, middle of the funnel, and bottom of the funnel. Besides this, we utilized Git, a free and open-source distributed version control system that is used to track modifications to a source code repository and helps resolve conflicts when merging updates from multiple contributors.
Moreover, our expertise extended to the seamless integration of third-party applications like inbox messaging, point of sale, free return & exchange, inventory & order management, page popups, search & discovery, product reviews, and more, empowering Venum with enhanced functionalities and a more comprehensive range of tools to further support their e-commerce platform. This comprehensive approach resulted in a robust, user-centric Shopify website, aligning with Venum’s objectives and reinforcing its digital footprint in the online marketplace.
Final Result:
Results make the Rock Technolabs team from an ordinary agency to an extraordinary end-to-end solution-driven Shopify development company because we always put a little extra for all our clients. Venum was a big project for our team, on which a total of 7-8 of our team members were working simultaneously as there were many tasks to be done, which we mentioned in the above paragraphs.
This 3-4 months long work was valued by all members of Venum; they were really thankful to all our team members who worked on their projects. If we talk about results, it was just remarkable as their team had an 89% increase in conversion rate, total revenue generated was increased by 111% within six months of completing the project, and they saw a reduction in cart abandonment rate.
