Design and build of a WooCommerce store with layered promotions
OVER Horse – a store with grooming products and supplements for horses
over-horse.com is a WooCommerce store in which ordinary sales of physical goods were extended with an advanced promotions system, sales of digital content and integrations with ERP and logistics systems. To make those possible we first had to move the existing store off Shoper and onto WooCommerce, where such things are easier and cheaper to build. The store serves horse and stable owners, along with professionals looking for quality grooming and training products. On the design side we focused on getting the most out of WooCommerce while keeping the site fast and the shopping experience clear.
Stage 1
Preparation
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Design documentation
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UX process analysis
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Sales strategy planning
Maximising online store sales
During the analysis phase we agreed the overriding goal with the client’s team: a higher average basket value and stronger customer loyalty. We built promotion mechanics that work at different stages of the purchase funnel.
The foundation is a loyalty programme: every 10 PLN spent earns one point, and each point converts into 1 PLN off any future order. It is wired directly into the cart and works without the customer having to activate any codes.
Layered promotion mechanics
We also added BOGO promotions (buy one, get one free) and threshold promotions with 1 PLN gift items. The latter runs across three basket-value tiers, nudging the customer to add another product in order to unlock a better gift – all without cluttering the UX.
Stage 2
Design and implementation
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E-commerce platform change
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Store administration training
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Extending the core features
Selling digital products
Alongside physical goods the store sells training videos, which the customer can buy and play straight away in their account once payment clears. The whole thing runs automatically – once the transaction is confirmed the video is attached to the account and appears under “My materials”.
A multi-step enquiry form
The educational section is laid out as a friendly video library, split by topic with straightforward navigation. The site also carries a detailed, multi-step form for booking equine nutrition consultations. That gave the store not only a transactional role but also educational and expert value.
Stage 3
Optimisation
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Full data analytics
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SEO optimisation
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Page speed improvements
Integrations for the sales process
The project required integration with the client’s existing infrastructure. We delivered:
- an Enova integration – to synchronise orders and stock levels,
- a BaseLinker integration – to manage shipping, invoices and orders from several sales channels,
- full payment gateway and delivery support,
- a Czech version of the store in CZK, with full support for promotions and loyalty points.
Store speed optimisation
At the infrastructure level the site was optimised with LiteSpeed Cache and Redis Object Cache plus a series of technical improvements, which kept load times fast even with third-party analytics scripts running (GA4, Meta Pixel). We also shipped an extended contact form that lets customers book an equine nutritionist, with messages tagged automatically by consultation type.
A CDN is planned for the future, once the store launches properly on the Czech market.
In summary
over-horse.com is an advanced e-commerce platform that goes well beyond a standard sales model. Layered promotions, a loyalty programme, digital content and warehouse-and-logistics automation add up to a coherent sales system that converts and educates at the same time. The project shows that WooCommerce can be a solid foundation for businesses combining physical sales, digital sales and expert customer service.