Corsair is a global company bringing innovative, high-performance components to the PC gaming market. Specializing in very high performance memory, ultra-efficient power supplies, and other key system components, their products are the choice of overclockers, enthusiasts, and gamers everywhere.
Corsair engaged with Groove Commerce in the Spring of 2011 to find ways to optimize their existing Magento Enterprise website. With Groove, Corsair gained an expert Magento Enterprise resource that would allow them to continue to evolve their online presence without having to train, hire, or manage new resources.
From a design standpoint, there were several areas for improvement regarding usability, ease of finding desired products and white space. The biggest challenge was to find a way to present robust product information in a clear and concise manor. Shoppers of Corsair’s products needed to be able to review the robust technical specifications while still being driven to a clear call to action to purchase the product. With the cluttered pages, it was distracting for users to shop.
Corsair also wanted to be able to better accommodate their growing international audience by offering different products unique to the needs of each audience. Rather than simply providing a language translation tool, Corsair needed the ability to create unique stores that had the option to provide a customized inventory.
To remedy the design issues, Groove Commerce redesigned the main category pages in a list view with product descriptions and large product images. Not only did the list view better lay out the products, it also allowed us to show off the high quality product images. On the subcategory pages, we improved the design of the sidebar refinements for better usability and made use of Magento’s “Compare Products” feature. The site usability was enhanced, particularly in regards to navigation. Improved site taxonomy supports layered navigation, meaning that users can now find their products faster. Given the amount of technical spec information and product description as well as other content that needed to be included on product page, we merged all the information into SEO-friendly vertical tabs. Now users have access to all the information they need in a familiar functionality. Overall, the design remained within the Corsair site theme and brand, but improved on some critical areas for better conversion.
Groove leveraged the Magento Multi-Store feature in order to establish their expanding international presence. These sites were built with the ability to share inventory or to split it. With just a site language translator tool, Corsair would not have been able to customize the product offerings to each international region, while a separate store can completely customize the inventory and provide only the products that sell best in each region. The multi-store functionality also capitalizes on the opportunity to make design changes that provide a friendlier layout for international users and will even allow for localization to automatically take place.