Developing a Comprehensive Marketplace Platform for Houzz. in
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Client's Expectations
Houzz, a leading online home remodelling and design platform, wanted to enhance its marketplace experience to provide a seamless user journey for customers and service providers. The client aimed for a platform that could handle high traffic, integrate various advertising and analytics tools, and offer an easy-to-navigate interface that aligns with the brand's aesthetics and functionality.
Egiz Solution Role and Services Provided
Egiz Solution was brought on board to support Houzz. In scaling and optimizing their marketplace. Our services included:
- Customization of the WordPress environment for scalability
- Integration of key advertising and analytics tools such as Google Analytics, Microsoft Advertising, and DoubleClick for Publishers (DFP)
- Implementing advanced user authentication using Google Sign-In
- Ongoing technical support and performance optimization
Overcoming Technical Complexity
The major challenge was integrating multiple third-party services like DoubleClick for Publishers (DFP), Google Tag Manager, and Microsoft Advertising while ensuring the platform's seamless performance. Key obstacles included:
- Ensuring proper ad placement and tracking across various pages using Google Publisher Tags
- Implementing funding choices that aligned with the site's existing user data without causing slowdowns
- Managing high volumes of traffic using Nginx and jQuery to improve load times and responsiveness
Egiz Solution Step-by-Step Approach usiness
Our team employed a systematic approach to meet the project's needs: usiness
Requirement Analysis
Collaborated with the Houzz team to identify their expectations and key performance indicators (KPIs) for the platform.
Design and Development
Customized the platform using Nginx for fast load times and HSTS (HTTP Strict Transport Security) for a secure browsing experience.
Ad Integration
Added advertising components using DoubleClick for Publishers and Google Tag Manager for optimal ad placements and tracking.
User Authentication
Implemented Google Sign-in for a seamless user login experience.
An Agile, Flexible, and Creative Collaboration
The team collaborated closely with Houzz's internal stakeholders throughout the project, maintaining an agile approach. Regular feedback sessions allowed us to incorporate necessary changes promptly, ensuring that the platform continued to evolve with the client's vision.
Results of the Collaboration
The result was a robust marketplace platform that exceeded expectations. The platform saw:
A 25% increase in ad revenue due to optimized placement and user tracking
Improved site performance with a 30% reduction in load times
Enhanced security and user authentication with Google Sign-In and HSTS implementation
Technologies Used
DoubleClick for Publishers (DFP):
For managing and optimizing ad inventories.
Envoy
For maintaining clean and consistent version control across platforms.
Funding Choices
Used to optimize and manage consent for user data across multiple regions.
Google Analytics
Implemented to track user behaviour and conversions.
Google Publisher Tag
For advanced ad placement and tracking.
Google Sign-In
To streamline the authentication process for users.
Google Tag Manager:
For managing and implementing marketing tags.
HSTS
To secure the site and ensure HTTPS connection.
jQuery
To create a fast and responsive user interface.
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