Case Study: Off the Back

eCommerce website delivers New Zealand's best daily deals and over 1,000 sign-ups in the first 48 hours!

Business goals
The ultimate goal for Off The Back is getting visitors to click on the big red Buy Now buttons. But by creating other options (like the free sign-up and the "hot or not micro-interaction) the site engages visitors who aren't ready to buy, inviting them to join a vibrant online community. This proved to be a major differentiator and a big factor in the site's success. 

The site combines ecommerce and community in a simple design that's super-easy-to-use. If they're not interested in the deal of the day (today's loot) visitors are encouraged to join Off The Back with these benefits.

• Win prizes just for having an account
• Get free stuff by referring your friends
• Get a sneak peak on our daily deals
• Enter competitions & participate in the community

User objectives
Get a great deal! (and for some folks, checking every day to make sure they don't miss out). But beyond the offers, people join for the community. Members can comment on products, create their own threads, refer friends, and enter weekly competitions, all contributing to their ranking. The top-ranked member as of this writing, has posted an average of 10 comments per day for the past four months!

Our approach
The original site was built quickly to take orders and process transactions. As the traffic grew we recognized which areas needed work and began a process of frequent small updates. The most significant improvement automated the labeling system with barcodes (using a barcode scanner automates the shipping process and alerts customers to the status of their purchase).

The website is designed to:

• Make it as easy as possible to purchase the daily deal
  A simple interface and the ability to buy without registering

• Simplify business operations and save time
  Custom tools and systems automate back-end processes

• Support an online community
  Social networking spreads the word and keeps people coming back

Results
The New Zealand Herald ranks Off The Back one of the "Top Ten Start-ups for 2008." 

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