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E-Commerce Case Studies

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E-Commerce Case Studies from 20+ Divante projects.
- e-Commerce technology: Magento , Presta Shop
- conversion optimization, usability
- emarketing
- email marketing
- copywritting

Veröffentlicht in: Business, Technologie
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E-Commerce Case Studies

  1. 1. E-Commerce Case Studies
  2. 2. Why us? •  We have the experience of working for the biggest e-stores, which allows us to offer our clients a unique offer and knowhow. •  We are one of the few to charge according to the comission payment models. •  We connect innovations and technology with knowledge on traditional commerce. 2
  3. 3. Case Studies 3
  4. 4. Travelplanet.pl Business optimization and new projects •  Usability optimization •  New projects – np. zingtravel.pl 4
  5. 5. Solar •  Complex e-commerce implementation •  Microsoft Navision integration •  Opening conversion rate 2,21% •  High average order value •  68% purchases made during the first visit •  15,9% purchases via SEO after a month from the opening 5
  6. 6. TUI •  Complex stable service •  Recommendation system •  Analysis and design •  Quantity tests •  SEM 6
  7. 7. TUI Complex Service New users Loyalty Conversion Lowering the average CPC from 0,73 to 0,61 RTB remarketing As much as 16% paid reservations requires at least 12 contacts! + 150% growth thanks to usability improvements We do our best to deliver the effects as soon as possible. 7
  8. 8. Unizeto Complex implementation •  The biggest electronic signature provider in Poland •  Complex e-commerce implementation covering: virtual products, real products and services •  Integration with internal systems (ERP, CRM,…) „It took us a long time to find the right partner that will cover a wide array of both markeitng and technological skills. Divante connects these two areas and, what is more, works in the win-to-win model which accounts for mutual satisfaction. Now, while developing our e-commerce channel, we are certain that there are great experts available at our hands all the time, including usability, buzz marketing, social media campaigns, as well as software development and administrators. Additional value is Divante’s leading positoin on the Polish e-commerce stage, which is also beneficial for us.” - Paweł Montwił, Mass Products Sales Director, Unizeto Technologies SA 8
  9. 9. Grupa Edukacyjna •  Complex e-commerce implementation •  SAP integration •  Satellite e-stores •  Sales support SEM •  •  •  •  •  An average ROI in Google AdWords in August (the most important month as far as sales are concerned) was 3000%. In the peak moments of the campaign, ROI Google AdWords exceeded 9000%. Thanks to the continuous optimization we managed to lower the cost of the clicks by 55%. The campaing was the first traffic source and the second revenue source in the e-store. Google AdWords conversio was 60% bigger than the organic traffic. We’ve chosen Divante because of its holistic approach to e-commerce. The company supports us in all the key aspects of our ebusiness. - Artur Młyński, Sales Planning and Support Director, Grupa Edukacyjna 9
  10. 10. AGD Media •  Complex online sales channel implementation •  Fully automated operator •  Integration with ERP Gardens system 10
  11. 11. TIM SA B2B and B2C •  Complex e-commerce B2C implementation •  Complex e-commerce B2B implementation •  Integration between internal systems via BizTalk •  Testing and optimization of B2B system Online shopping spending in Europe constituted only 8% of total retail sales value. The biggest level was in Great Britain (12%) Germany and Switzerland (9%), the lowest in Poland (3%) and Italy (1%). It shows the potential of ecommerce and this is only the beginning. So I hope this sector will considerably influence our revenue. – declares Krzysztof Folta, CEO in TIM SA. 11
  12. 12. Money.pl •  Sales section - Direct •  User tests •  Navigation optimization •  Conversion optimization •  Increase in the number of applications 12
  13. 13. Bank Zachodni WBK •  Usability optimization in sales and transactional sectors – continuous framework cooperation since 2010 •  Mobile applications (#1 place in polish business appstore in 1st week) •  E-marketing 13
  14. 14. We’re experienced in B2B •  Raiffeisen Bank •  PW Moda •  ATM SA •  IC Partners •  EKO Holding •  Navo •  AB SA •  Logintrans •  TelForce One •  Benefit Systems 14
  15. 15. Key business sectors •  Finance –  Bank Zachodni WBK –  PKO BP –  Inteligo –  Deutsche Bank –  Raiffeisen Bank –  Bank Pocztowy –  LUKAS Bank –  Money.pl –  Inwestycje.pl –  Aviva •  Retail –  –  –  –  –  –  –  –  –  –  INTERSPORT Polska Praktiker SOLAR Company TUI Rainbow Tours Vobis Empik Willsoor Żabka EKO Holding –  Aquael ZOO –  RUCH 15
  16. 16. Key business sectors •  Pure Players and Media –  –  –  –  –  –  –  –  Merlin.pl Militaria.pl Gazeta.pl Travelplanet.pl Polskapresse Point Group Medical Tribune Harvard Business Review –  Zinamon.pl •  Manufacturers and Distributors –  –  –  –  –  –  –  TelForce One Almirall Viessmann TIM SA Amica Grupa Edukacyjna PWN •  Utilities / Telecommunications –  Energa –  Tauron –  Orange –  Netia 16
  17. 17. Complex Service 17
  18. 18. •  March 2010 – The beginnings of e-commerce in Praktiker •  March 2011 – The beginnings of working with Divante •  March 2012 – OMG e-commerce! 18
  19. 19. Strategy Loyalty New users Cart value increase Conversion Immediate effects 19
  20. 20. Conversion- recommendations Home page recommendations Product page recommendations 20
  21. 21. Recommendations Quartic •  •  12% sales increase 15% customers increase A/B test – Half of the users (group A) visitng Praktiker.pl was presented with the recommendations generated by Quartic while the other half (group B) saw standard recommendations. 21
  22. 22. Product descriptions The crucial element of any product page • Product description • Product photos • Additional description, e.g. dimensions, weight • Sale or special offers • Information whether a product is availale in stationary stores • The possibility to ask a question about a product • Opinions and notes by other buyers • The possibility to recommend a product • Suggested similar product chosen by other users • Product name and EAN • Others • Suggested most popular products 22
  23. 23. Product description •  Complex continuous support •  Recommendations system •  Analysis and designing •  Quantity tests •  SEM 23
  24. 24. Writing product descriptions Laminated floor panels Elegance bubinga by Kronopol work great in public-use spaces, such us shopping malls or office buildings. However, they will be also suitale for private houses or apartments, being both children- and animal-proof. No worries that they will get scratched or stained. Their durability is guaranteed thanks to its 7 mm thickness and AC3 class. The width is 193 mm and the length – 1380 mm. White Classic in-doors by Windoor connect traditional look with modern solutions. The frame. made from 44mm MDF board, is filled in with stabilizing „honeycomb” insertion. HDF covering painted with white Gori paint and the white PCV inner frame create stand for good quality and perfect looks. The doors open to the right. They are 80 cm long. 24
  25. 25. Floor panels categories Quantity (All visits) Quantity (All visits) Quantity (Organic traffic) Quantity (Organic traffic) Akcja specjalna Special action Product revenues 25
  26. 26. Traffic Visits Visits Exit rate Bounce rate The users see and read the Użytkownicy widzą treść, content czytają Visits Average visit time 26
  27. 27. Organic traffic increase Visits (All visits) Visits (All visits) Visits (Organic traffic) Visits (Organic traffic) Akcja Special specjalna action 27
  28. 28. Product descriptins – results •  One month after adding Divante’s product descripitions was enough to increase organic Google traffic by 120% based on the chosen key words. •  Simultaneously with the traffic, the chosen products’ sales increased from X k zł in July to 3X zł in August. 28
  29. 29. E-mail Marketing 29
  30. 30. E-mail Marketing 30
  31. 31. E-mail Marketing with recommendations •  E-mail marketng conversion is 34,17% bigger than average •  A single e-mail marketing visit value is bigger than the average visit value by 51,01% 31
  32. 32. ROPO Poorly described products Too small font No colours The most common opinions about the website Less products presented than the actual offer in stores Lack of small products (nails, etc.) No weekly ad paper 32
  33. 33. Online ad paper 33
  34. 34. Online ad paper 34
  35. 35. Online ad paper •  The popular flash-based solutions have serious weaknesses: •  They do not work on most mobile devices •  They are a tough nut to crack for SEO •  Our ad paper is THE solution: •  Mobile •  Transparent for search engines •  A way to the future 35
  36. 36. Online ad paper Online availability Availability in stores Current price Detailed description Photo gallery 36
  37. 37. Online ad paper 1. The paper 2. The list 3. The cart 37
  38. 38. Mobile Full mobile availabilty of all e-mail marketing and ad papers 38
  39. 39. ROPO! = 22x 39
  40. 40. Strategy – synergy of communication OOH buy online! TV + OOH + radio – Maciek Gajwer and the washcloth TV + OOH + radio – Maciek Gajwer and the shower cabin TV + OOH + radio – Maciek Gajwer and the lawn mower 40
  41. 41. Mobile support for sales 41
  42. 42. Generating value 42
  43. 43. Testimonials •    •    •  In my opinion, there are two basic things that differ Divante from others. First of all: passion. The people who I’ve had a pleasure to work with are experts in the field of both Polish and international e-commerce, always looking for new tools, trends and the best examples. What is more – and this is another thing that I appreciate so much – they are eager to share their knowledge and passion, with full engagement, to help companies like Praktiker develop their online retail channels. •  But most importantly, everything is planned to achieve the final goal – i.e. increase of sales and the return of investment. That is why for me, working with Divante follows the „win-win” model. They know that their client’s success is their own success, too. •  –Krzysztof Włodarczak, E-marketing Manager, Praktiker 43
  44. 44. Strategy New users Loyalty 11,45% sales powered by email marketing 120% traffic from the new product descriptions Conversion Sales increase by 12% thanks to recommendations Quick effect! 44
  45. 45. Success-Fee 45
  46. 46. Intersport • INTERSPORT is the world’s biggest sports equipment retail sales group, owning over 5400 stores in 40 countries, whose profts exceed 10 billion euro. • In Poland, INTERSPORT is the leader among sports equipment chain stores, with 32 salons in 21 of the biggest Polish cities. • The company gets awarded every year for dynamic development, increasing its market value and as a reliable business partner. 46
  47. 47. The starting point •  An active e-store based on a dedicated solution •  Usability problems •  Low speed problems •  Advanced integrations The plan •  Marketing optimization •  Conversion increase •  Optimization of technological solutions 47
  48. 48. Project goal The project covered a number of e-commerce areas. Our major goal was to increase sales by means of the online sales channel. Our plan included: 1.  Conversion optimization in the e-store – divided into recommendation concerning the current store design and a total redisigning of the store’s mask. 2.  Increasign e-commerce’s reach via SEM, e-PR, social media preparing grounds for future sales marketing. 48
  49. 49. Testing What is importnant for the customer? 1.  Brand reliability 2.  A wide array of branded products –  including the store’s own brands 3.  Product presentation 4.  Easy purchase process Apart from the wide offer, a quniqe added value is the possibility of personal pickup in stores or express delivery. 49
  50. 50. Home page •  Re-designed information architecutre •  Re-designed menu •  Horizontal two-level bookmark menu 50
  51. 51. Product page •  •  •  •  Two product page layouts – horizontal and standard ROPO support – availability in stores Availability Free personal pickup in stores 51
  52. 52. Shopping process •  Simplification •  Less steps to make when placing an order •  Easy payment and delivery choice options 52
  53. 53. Shopping process •  No-registration shopping •  Benefits from registration •  Registration made part of placing an order 53
  54. 54. Access to brands •  Highlighting the brands •  Brand-based search engine 54
  55. 55. Additional mechanisms •  Members of the loyalty program are given discount coupons which later can be used by simply picking them from the list. •  Information about free delivery appears together with the delivery options – at the right place and time. 55
  56. 56. Effective recommendations •  Because of the type of business and the way the products are searched, we introduced product rcommendations. •  The boxes recommend alternative products based on the historical user data. •  We used Quartic recommendations system. 56
  57. 57. What results have we achieved? •  Conversion rate increased by 46,21% •  Pages per visit increased by 21,24% •  Server use decreased by 70% –  with the same traffic rate •  Loading speed increased by 40% –  for the end user –  according to Google Analytics –  For some pages, the loading speed increased even by 90% 57
  58. 58. AdWords •  Google AdWords campaign lasted from mid-December 2011 to the end of April 2012. The revenue was 11 time bigger than the spending costs. •  Search engine campaign reached CTR 16,60%. •  The average click cost was between 0,15-0,19 zl. •  The campaign has become the second biggest sales profit source in the e-store. •  After the campaign Intersport decided to continue working with us. The company proposed a payment model based on the netto profit margin, which satisfied both parties Marek Bugajski, Stores Management Director INTERSPORT Polska S.A. 58
  59. 59. Revenue ROI according to GA (Income / Cost) 500% - 2000% Long-tail campaign progress Budget Time Purchase decision Customer Acquisition Cost (CAC) Optimization Traffic quality decrease Business profitability Konwersja Usability optimization Quartic recommendations Conversion Rate (CR) Loyalty + Lifetime value (LTV) Building contact list eMail Marketing by Sendingo Social Media 59
  60. 60. Range of works •  Complex service •  E-marketing strategy •  Ad creations •  Analysis and design •  Social Media •  SEO and SEM •  Internet auctions •  E-commerce implementation •  E-weekly ad 60
  61. 61. Strategy New users Loyalty E-mail marketing 11 x bigger revenue than cost Conversion + 46% increase thanks to usability optimization More effects in less time! 61
  62. 62. Success-fee What you pay = sales provision CLIENT •  Realization of orders •  Marketing budget DIVANTE •  Technology •  Optimization •  E-marketing SCALE EFFECTS •  Constant increase •  Creativity •  Risk-free increase •  Constantly motivated partner •  Focus on the offer •  Scalable business •  Long-term learning process •  Long-term investment planning •  No need to „control” •  Cooperation between our clients 62
  63. 63. Contact http://divanteltd.com