Introduction
JK Supplies is a reputed multi-brand watch retailer with several outlets in Hertfordshire, London. JK Supplies wanted to diversify their business model and wanted a solution to enable sales of their watches over the internet for this they registered the domain TikTox.com and set up an ecommerce site and started off selling few selected watches. This online store had an average page view of 2000 / month with most of the traffic driven from Google Adwords PPC with very little conversion into sales.

Problem Areas

• T.I Keith the proprietor of JK Supplies approached us with the following problems regarding his existing ecommerce site: TikTox.com
• Updating of products, prices, description and categories was the major problem due to absence of an effective backend control panel for the site.
• Bulk addition of products, manuals and images into the system was not possible.
• Tracking of orders, Inventory control and invoicing was absent causing a lot of confusion like time delays, wrong product deliveries etc.
• One other major problem was that the existing site was not search engine friendly and had problems being indexed by search engines. It got meager traffic from search engines and lots of revenue had to be spent on PPC campaigns to bring in relevant traffic to the site.

Our E-Commerce Solution
JK Supplies handed over to kliotech the task of restructuring their site TikTox.com and their online business model as a whole. Our task was to develop TikTox.com into an easy to use site for both the site users and site administrators. TikTox.com must use a simplistic user interface which is very easy to use for non internet savvy users which will thus lead to more sales conversion. And most importantly TikTox.com was to be made search engine friendly in order for it to appear in organic search results resulting in relevant traffic from search engines.

Store Design
For any system which requires user interactivity the usability of the system is very important, a website is no exception and with an ecommerce site usability is critical. A user who finds the right information presented in the right format will be more urged to make a purchase, and results of usability studies and the usability principles have to followed to present the right information and the right way and the right location to the users. We at kliotech did just that.
We scrapped the existing site’s design; we designed a user interface design which is simple, pleasing to the eye and mind, with consistent display style for categories, navigation and menu links. To grab the attention of users entering the site a featured product section was implemented.

Backend Functionality
TikTox.com backend was developed to be one of best in class shopping cart management system. The team at J.K Supplies, with minimal computer and internet skills were easily able to manage the Online Store. Some of highlighted features if TikTox.com’s backend are as follows

• Supports unlimited products, categories, users and orders (invoices)
• On the fly addition / editing / removal of categories, products, manufacturers, customers and reviews
• Direct marketing to customers via email notices and newsletters
• Single click backup of database
• Easy invoicing with automatic invoice generation after successful sale.
• Order shipment / delivery status setting and indication
• Automatic inventory control with low stock alert and automatic disabling of out of stock products
• Bulk uploads / import of products and manuals
• Control of shipping services and restricting service based on customer’s geographic location
• Ability to add differentiated tax rates based on customer’s geographic location

Front-end Functionality
To complement the user friendly interface the front-end of the site was loaded with powerful yet easy to use features to provide the users of the site with a one of the kind online shopping experience. Few of the features implemented on the front-end were.

• Easy product location by ability to list watches by manufacture, feature type or search by keywords.
• Easy to navigate structured bread crumb links.
• Clearly presented product page with complete product details, specifications, downloadable manual and pictures.
• Ability to purchase Multi product and multi type coupled with a seamless checkout and payment process
• Secure transactions over 256 bit high encryption security SSL
• Automatic tax and shipping calculations based on product and shipping address
• Multiple online and offline payment options during checkout.
• Ability for user to register with the system to save shipping and billing information to avoid re-entering this information during repeat buys.
• Automatic mailings of invoice and purchase details to customers email address.

Search Engine Friendly

One of the most important concerns of the folks at JK Supplies when they approached us for an ecommerce solution was that the expenses in promoting the site via PPC using Google adwords was too high and they wanted the site to get relevant traffic from search engine’s organic results without use of PPC. For this TikTox.com had to be made as search engine friendly as possible and this was taken care of at every stage of development of TikTox.

We used the mod_rewrite capabilities provided by the apache server to give the URL of TikTox.com, a structured static address look. The URL of a product page which would have looked like http://www.TikTox.com/products.php?id=32 like in most other dynamic sites now looked like http://www.TikTox.com/casio-watches/g-shock-atomic/p456.htm with the name of the category, sub category and product in the URL giving it a structured look and most importantly a search engine friendly static structure. Search engines love static URL structure and easily index such sites much quicker and easier than sites with parameters in them like products.php?id=32&c=50 (dynamic sites).

Apart from static URLs the ability to add Custom Page titles, auto generation of meta keywords, meta description, correct usage of html tags within the body of the page created a site which search engines love. As a result every single page of TikTox was quickly indexed by search engines and not surprisingly TikTox soon started ranking for several important and relevant keywords in all the search engines including the big three: Google, Yahoo and msn.

Conclusion
TikTox.com which was receiving around 2000 page views / month with traffic generated from expensive PPC now receives over 15000 page views / month with free traffic from search engines.

With the user friendly interface and a simple purchase process, the conversion of visitors to customers grew substantially bringing in sales figures which exceeded the expectation of the folks at JK Supplies several times over. Today TikTox.com is an important channel of revenue for JK supplies almost equaling their retail sales and for Kliotech it’s another success story and one more mission accomplished in “Bringing the offline. Online”