Challenge
Initially our customer, Tal Revivo, approached Onix with a simple short-term task of fixing bugs on a website. But as Onix team began to work on Adoric, we learned more about the project, got deeper into the idea of this marketing tool and together with the customer we came to a decision of rebuilding the website from scratch.
Solution
We knew that there were similar marketing software products existing on the market. But for Adoric we have successfully instilled a distinctive feature that allows to create and intuitively and easily manage marketing campaigns on the Adoric website, where no coding skills are required. The product consists of two major tools combined into one marketing system - an editor that creates lightboxes and an extensive analytics system that reflects marketing efficiency (shows conversion difference if Adoric capabilities are used and without it). Our customer set the goal of generating both an unobtrusive and simple SaaS product for digital marketers who would create lightboxes, use them to help their websites receive better ROI and conversions, build effective marketing strategies and receive regular campaign updates. From the customer’s side experienced marketers were invited to participate in functionality structuring. This helped create a product that has no complicated settings or necessity to have any additional knowledge to grow conversions on a website. The collaboration and communication with the customer and Onix team have been built on partnership that has become our path to success. We relied on daily calls, functionality planning and market requirements research, dived into the problems of our customer to understand the task better, provided openness for all processes and ensured their clarity to the customer. Major challenges Some of the challenges that we have experienced during the development process concern: Lightbox editor The editor works similarly to Photoshop, where a user can change layers, edit fonts and colors, add forms, change aligning, format text and work with graphics. Adoric editor was designed to help a user create a lightbox that can fit any screen resolution and browser. The editor has been written from scratch. This has helped us get a more flexible tool programmed in HTML5 and Vanilla JS. The editor represents a complex and large-scale application, but thanks to its core architecture, it works fast and gives a minimal load to a user’s computer. We have developed a solution that helps working with Adoric using events. Site owners can receive real-time information about marketing activities started on Adoric and a marketing campaign on their website (e.g., find out when the lightbox was displayed, when it was closed, when the link was clicked, whether any elements were clicked etc.). They can manage all these activities by subscribing to Adoric or changing the algorithm of interaction depending on previous steps. A user can also send information for processing to Adoric. For example, a site owner can send information about user activities on their website - purchased goods, going back to the website, adding to cart, etc. Adoric will react to this by displaying a lightbox. Adoric tracks these events and saves them to build analytics in order to set up a marketing campaign that will “trigger” in reply to certain events. Integration with mailing services Adoric’s system was created as a flexible tool that meets different user preferences and allows integrating more than 10 mailing services and lead generation systems. Adoric contains a detailed analytics system that is connected both to creating marketing campaigns and audience analysis on a website. Adoric makes it easier to receive the most important data about the audience than Google Analytics. For whom this product is Adoric was created for site owners who are looking to increase their conversions, but don’t know how to do it. This service allows to organize your own marketing campaign. Currently Adoric offers its services to large enterprises on the market. In the upcoming year, the system will also become available for a wider audience and include small websites with little traffic. User flow To start working with the service, it is necessary to place an activation code on all pages of your website and the rest of work will be completed through Adoric. This tool sets up a marketing campaign based on more than 30 possible settings. The main features of Adoric include: A graphic editor All devices support Easy-to-use measuring tools Advanced Analytics Lift tests and goals A/B testing Mailing service integrations 8,000 free graphic elements Technology stack For Adoric, we have created a drag-and-drop editor from scratch, using Vanilla JS. With the editor and an ad management system, marketers can easily create targeted and optimized web messages for higher conversion rates. Vanilla JS became a perfect technology choice for the development of a flexible marketing tool as it leaves enough space for any future updates and upgrades in the software functionality. To build a super-fast and easy-scalable system, we also used MongoDB and Node.js. With these technologies our team were able to refuse from using any frameworks and this made the system very fast. As a result, it allows the system’s REST API on the server to provide instant responses. With this solution, the system is capable of processing 750 million requests from the whole worldmonthly. But technically we are prepared to process the same number of requests daily.
Results
The project continues to grow and improve in order to offer more useful marketing features to customers of Adoric. Our team has recently integrated Elasticsearch, an analytics engine that powers fast searches. In our case, integration of Elasticsearch has enabled a superfast data processing (more than 50 million documents).
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