A Polish company that imports gifts, games and household goods has decided to open an online store in Ukraine. There were practically no similar products on the market, so they aroused interest among potential consumers. However, the owners were concerned about the website’s low conversion rate. FUN Presents * asked us to conduct consumer behavior research on the website and interviews to identify the reasons why they did not make a purchase.
The study was conducted in two stages:
user experience assessment during the first contact with the service,
analysis of the website structure, assessment of its convenience, identification of key problems for customers.
In order to develop a marketing strategy, a competition study was conducted, and their activities, content created, and positioning were compared. Target audience segments and main groups to focus on have been identified.
As a result of the research, over 20 points were identified that could be improved on the website. Some of them are technical, and some are related to design.
We have divided our recommendations for strategy improvements into four blocks according to the 4P system:
Update estimate sales and promotion channels in accordance with positioning.
Make the descriptions common, and use keywords.
Create an emotional connection with your users. Focus on creating unique, engaging content and constantly updating it.
Use a combination of strategy: resulting from being a leader and price competitiveness.
The customer eliminated all problematic moments on the website and the purchase conversion increased.
* We do not disclose our clients’ names as we take their privacy seriously.
Submit your email address and get a thirty-minute online consultation free of charge