Consumer preference is constantly changing and many e-commerce platforms are struggling to keep up with the rate of change. Salesforce wanted to make it easier for companies to quickly and efficiently change their website layout and update content. After a year of anticipation, the company released Page Designer, a new feature within Commerce Cloud, which allows brands to create engaging content in just a few clicks.
What is Page Designer?
E-commerce has transformed into a hyper-competitive battlefield where brands are often grappling to keep up with changing consumer preference. Salesforce wanted to empower brands to swiftly edit their website and upload content which reflects seasonal changes or customer preferences. That’s why they introduced Page Designer, a tool available to all Commerce Cloud users. It’s a low-code feature perfect for webshops as they can rapidly create and modify components on their website in a visual fashion. This means brands can now create new consumer experiences in the blink of an eye.
How can brands use it?
Start with a blank canvas and simply drag and drop various components, such as seasonal merchandise or banners, from a large library of components. Thus reducing the learning curve for content editors who are using this tool for the first time. Alternatively, you can build custom components using third-party features to truly customise your website. Before publishing a web page, it’s possible to preview it across all devices to ensure in mobile or tablet mode all components look correct and are in the right order. Also if you’re not ready to publish right away, that’s okay, Salesforce lets you schedule when you would like a component to go live. Companies can choose between date, time, customer group and locale options. Lastly, brands can save any component that they previously created to use it at another time. For example, if you created a Christmas campaign last year, you can easily recycle the page by updating it and posting it again. From a developers perspective, this makes creating and improving the website much easier.
Case study – Bugaboo
Bugaboo, the Dutch-based stroller company, wanted to reduce its website’s architectural complexity. So when we helped them migrate to Salesforce Commerce Cloud (SFCC), our team used Page Designer to create their new website since this tool is more user-friendly and makes it easier to update and edit components in the future. The new feature made building a website more straightforward thanks to its easy drag and drop components in addition to its visual nature. Our team could see exactly how a page would look and could switch at any time to different view modes to ensure all components displayed correctly as they worked on a specific page. This also made working together with the client simpler since they could see live previews of what our designers or developers were doing.
Bugaboo component
The power of Page Designer is that components can be reused in multiple layouts. Specific layouts have been built for Bugaboo varying from a row with one to four columns, carousel, FAQ and grid layouts. These layouts are ideal for components like slide, video, highlight, product tile, etc. As not all components are compatible in all layouts, Page Designer allows us to limit the options where needed.
For each component, we defined a specific set of attributes so that content managers can fill in items like titles, images, colours, headings and position themselves allowing for an enormous variety when it comes to the look and feel of a single item. This kind of variation makes Page Designer a very flexible tool to work with.
Transactional pages
One aspect to keep in mind is that Page Designer is designed to be used for brand-oriented pages like your Homepage, Stories page or campaign landing pages. Bugaboo, being a premium brand, needed to create a rich user experience not only on content-oriented pages but also on transactional pages like Category Landing and Product Detail Pages. A good example of this is the Bugaboo Cameleon Product Detail Page which includes basic items such as visuals, price and inventory status. However, the power of this page lies in rich content components like ‘Cameleon in action’ (as shown below) and ‘What’s in the Box’. These elements are part of Page Designer but rendered on a separate page outside of the program by extending controllers and relying on a specific naming convention.
Translations
In total, we created 26 Salesforce Commerce Cloud sites for Bugaboo in various languages using Page Designer. This allows Bugaboo regional merchandising teams to have full flexibility in launching region-specific campaigns or country-specific pages (in their respective languages) and have items available in selected markets.
Just like standard content, this new feature allows for pages to be localised and/or translated. To ensure professional translations, Bugaboo partnered with an external firm. Given the number of pages and iterations being sent to the translation company, an integrated solution was needed and extended to support Page Designer translations in an automated way.
Empowering brands to change
Salesforce has created a tool which empowers brands to design, preview, schedule and publish pages across all device types. By using Page Designer marketers can personalise pages for different customer personas and various regions. Meaning brands can update content and innovate their website at the drop of a hat. The Bugaboo case showed that Page Designer can be leveraged beyond traditional content pages and played a pivotal role in implementing a branded commerce experience on Salesforce Commerce Cloud.
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VP eCommerce Europe