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          Och.ag

          case

          Och.ag is an online service for reselling ready house plans that have been retrofitted to match the climatic conditions and construction standards in Russia.
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          What the project is about

          Och.ag is an online service for reselling ready house plans that have been retrofitted to match the climatic conditions and construction standards in Russia.

          Also available are the services of architects and building contractors.

          The Och.ag website is a database of house plans with photos, floor plans, text descriptions, and the buyers' personal cabinet.

          At first, our customer only wanted to resell the house plans. Later on, he added the option to order the actual construction from partner contractors. The building contractors also agreed to offer the breakdown of costs and calculation of construction materials.

          The purpose of the project was to confirm a business model hypothesis and adapt it to the Russian market.

          How we brought the project to life

          The website is built with the OpenCart engine. The design theme is based on the Journal theme by DigitalAtelier that we bought on ThemeForest. The design theme is responsive and fits both desktop and mobile devices.

          1. Logotype

          The customer wanted an image of a house in the logotype. We did some research and decided to skip the standard representation of a house to avoid it looking like a copycat project. The designer came up with the following options.

          We selected the ones that we thought looked best and showed them to the customer.

          The customer approved the logo in the bottom right corner and wanted the text part to be written in upper case, with a slogan.

          This is the final logo version:

          The icon reminds of a technical drawing. Yellow is the colour of warmth, home, and hearth. By the way, ‘ochag’ is a Russian word that means ‘hearth’. That is why the domain name conveys an additional meaning for the target audience. The slogan is short and combines two value propositions: house plans and ready houses.

          2. House plan page

          We experimented with the way the information about houses was presented. Lead buttons and order forms were moved around the page.

          One of the earlier versions:

          The final version:

          We packed information into tabs to fit previews of similar projects into the screen and keep visitors on the site for a longer time.

          Based on the Webvisor data that we collected from Yandex.Metrica*, we optimised certain elements. Thus, visitor’s location is collected automatically and pre-selected so that the person no longer needs to select the location from a long list of regions and cities. Whenever possible, we pre-selected options in the drop-down lists.

          *Yandex.Metrica is a popular web analytics system in Russia, similar to Google Analytics.

          3. Search form

          This is what the search form looked like in one of the earlier implementations:

          -Search by parameters such as price, bedrooms, square, etc.:

          -Search by collections such as one-family house, two-family house, Mediterranean, with or without patio, etc.:

          -Search by construction cost:

          Later on, all the criteria were brought together in one place in an accordion menu:

          4. Integration with the third-party services

          Initially, we installed the live chat from Jivosite on the site. It was later replaced with a callback widget from neocomms.ru. The customer wanted to test a hypothesis by measuring the response to callback requests. A similar widget was an extra paid option at Jivosite, and the customer was already paying Neocomms for a toll-free number in Russia (8-800 …), so building a solution from the same company seemed logical:

          Yandex.Kassa was added to the site to accept payments. Yandex.Kassa is a popular payment option in Russia.

          We also added an SSL certificate to the website.

          Popular social networks are used as an alternative tool for sign up and authorisation on the site:

          5. Website footer

          We have changed the content of the website footer a lot. This is what it used to look like:

          An intermediary version:

          Final cut:

          6. Search engine optimisation

          We remodelled some of the standard OpenCart features to optimise the site for the search engines. Below you will find an example of an SEO task.

          Place keywords { kwd } into the H1 header and page title text.

          Analyse house page URLs and insert capitalised variables. Example: http://och.ag/houses with attics/?kwd=Single storey house with an attic.

          <title>Group of listings. Keyword.</title>

          Houses with attics. Single storey house plans with attics.

          <description>
          { Group of listings }. The widest choice. {KWD}. A ready project will save you time and money. It can be modified to meet your needs. Breakdown of costs as a free gift!
          </description>

          Houses with attics. The widest choice. Single storey house plans with attics. A ready project will save you time and money. It can be modified to meet your needs. Breakdown of costs as a free gift!

          If the keyword variable KWD is empty, only use { Group of listings } from the URL.

          7. Setting up web analytics

          We set up event tracking with Yandex.Metrica and Google Analytics.

          Use of search
          Category – Search
          Action – search query
          Label – quick search or advanced search

          Viewing project page
          Category – Projects
          Action – Viewing a house plan page
          Label – Project number

          Adding project to favourites
          Category – Projects
          Action – Adding to favourites
          Label – Project number

          Adding project to shopping cart
          Category – Projects
          Action – Adding items to shopping cart
          Label – Project number

          Registration/Authorisation
          Category – Active site elements
          Action – Registration/Authorisation
          Label – Project number/Pop-up/Link in menu

          Free estimate request/Apply for consultation
          Category – Active site elements
          Action – Free estimate request/Apply for consultation
          Label – Project number/Pop-up/Link in menu

          The team also set up e-commerce tracking and enabled data transfer to Yandex.Metrica and Google Analytics to send the payments info there. The purpose of sharing such data is to include information about transactions into the analytics reports and learn which of the advertising campaigns and channels had been the most effective.

           

          If you want a similar project or any part of the services we described here, feel free to contact us for a free estimate!