Rhode Island-based inMusic Brands is the parent company of 12 music and entertainment brands that run the gamut from DJ software to lighting and audio equipment. They pride themselves on pushing the boundaries on innovation, but the organization knew it wasn’t maximizing the potential of its eCommerce business. So, they looked to a new platform to streamline their business operations and increase conversion rates.
POOR CUSTOMER EXPERIENCE AND A CLUNKY ECOMMERCE PLATFORM
- Costly and Inefficient File Management. inMusic aimed to host large files, yet it was cost-prohibitive to do so with Digital River. Rather than relying on its existing platform, inMusic turned to a third-party provider to host large files.
- A Singular Approach to a Global Market. inMusic caters to an international audience, so it was essential to localize their site. However, their content was only written in English and the price of their products didn’t appear in currencies local to their customers. Due to that lack of localization, European buyers sought out resellers rather than completing a purchase on inMusic’s site.
- Restricted Customization Options. Digital River “didn’t allow for customization of [their] eCommerce cart pages,” which hurt the aesthetics and layout of their site. As such, they felt a total lack of control over their customer experience.
- Poor User Experience for the Admin Team. With 12 products under the inMusic umbrella, it’s complicated enough to streamline order processes. Add to that the inability to view all 12 product lines on a single dashboard and you’ve got an administrative nightmare on your hands. A complicated order authentication process and a clunky user experience on the back end resulted in a perpetual loss of employee productivity.
These shortcomings spurred inMusic to search for an alternative eCommerce platform that could help enhance its business operations.
THE SWITCH TO A FLEXIBLE, COMPREHENSIVE ECOMMERCE PLATFORM
inMusic aimed to find an eCommerce partner to minimize unnecessary administrative work, address their front- and back-end customer experience challenges, and encourage the growth of their international business. The company sought out FastSpring due to the platform’s localization capabilities, enhanced checkout process, hands-on approach to tax and VAT compliance, and a simplified dashboard.
- Enhanced User Experience. inMusic’s checkout process now features a customizable pop-up user interface that displays all important information on one page no matter the device, browser, or payment method. Simply put, customers aren’t redirected during the purchase process.
- Tax/VAT Compliance? Consider it Handled. FastSpring takes care of complex tax/VAT compliance. That’s especially important given the non-uniform regulations across the European countries in which inMusic is now seeing growing sales.
- A Single Dashboard. Navigating between 12 brands is no longer a part of the day-in and day-out at inMusic. The separate accounts were merged into one dashboard and login, significantly reducing administrative hours. inMusic team members are pleased that it “takes just seconds to find a customer’s order to help them, compared to the prior overly complicated process on [Digital River],” says Simon Bangs, inMusic’s Brand Manager.
A Local Focus. FastSpring’s localization capabilities use customers’ IP addresses, tailoring your company’s pricing strategy to each buyer. inMusic’s site now appears in 20 languages and processes transactions in more than a dozen currencies.
“Thanks to FastSpring's ability to localize payments, customers are now seeing the price presented in their own currency, with clear information about the prevailing rate of Taxation. This has inspired buyer confidence, significantly reducing our cart abandonment rate by estimated 30%.”
Simon Bangs, Brand Manager, inMusic
MORE CONTROL, INCREASED CONVERSIONS, AND A STRENGTHENED GLOBAL PRESENCE
With increased control over the user experience and checkout process as well as enhanced localization, metrics from conversion to customer satisfaction saw a boost.
- Improved Conversion. A user-friendly checkout process designed by the inMusic team resulted in an increase in conversion right off the bat. "We saw a 30% conversion increase in the first month with our standard web storefront," explains Bangs.
- A Global Presence. inMusic’s improved conversions in the EU market imply that its customers are more satisfied with prices displayed in their native currency. “Customers don’t fear being hit with currency conversion charges from their bank, and now have a wide range of convenient local payment options.”
- Higher Customer Satisfaction. inMusic’s customer satisfaction is “much higher regarding the download experience,” says Bangs. And, the frequency of issuing refunds has plummeted from problematic to “non-existent.” Likewise, contact rates to the support team have decreased by 40%, allowing inMusic’s customer support team to focus on more pressing issues.
inMusic’s new partner, FastSpring, and its full-stack platform, has helped to increase conversion rates, provide the organization with far more control over their back-office and customer experience, and strengthened inMusic’s global localization.
"We saw a 30% conversion increase in 1st month with our standard web storefront. Our other commerce platform didn’t allow for configuration of our eCommerce cart pages."
Ready to improve your eCommerce experience with a full-stack platform? Get started with FastSpring today.