How Yandex.Metrica improved an e-furniture store's interface and helped double their conversion rate

1. How Yandex.Metrica improved an
e-furniture store's interface and
helped doubled their conversion
rate

2. divan.ru
Divans sold
17 622
Year founded
2014
Anton Makarov,
Founder and general
director
Internet furniture store

3. Период:
Использовали:
October - November 2015
Increase order conversion rate
› Search ads — Yandex.Direct
› Yandex.Direct Summary report —
Yandex.Metrica
› Webvisor — Yandex.Metrica
› Form analysis — Yandex.Metrica
Task
Period
Tools used

4. divan.ru/product/divan-chester-3-velvet-mint
Why this matters
4
Divan.ru was conceived as an
online business from the
beginning. So they invested a
lot of resources and
time in the website; the path
from initial prototype to design
took a whole year.
But when they launched
content ads during peak
season, the results were
disappointing:
a 30-40% bounce rate and an
order conversion rate of no
more than 0.01%. This was
despite 0.5-1% average
industry growth during the
season.

5. Solution
Step 1 Step 2 Step 3
Improvement of
problematic
interface areas
Website usability
analysis
Yandex.Direct
audit and
optimization

6. First step

7. metrika.yandex.ru
7
First we decided to decrease
ad spending by disabling
keywords with high bounce
rates. It was easy to sort by
the appropriate column and
find under-performing
keywords in the Direct
Summary report.
Yandex.Direct audit and optimization: keywords

8. The least successful keywords turned out to be the ones
referencing inexpensive furniture: our bounce rate reached
50% with them.
So we disabled keywords
that referred to discounts and low prices.
8
Yandex.Direct audit and optimization: keywords
ucuz divan
indirimli divanlar
divan fiyatları
deri kaplama divanlar
ortopedik divan fiyarları

9. metrika.yandex.ru
Yandex.Direct audit and optimization: keywords
9
A week later, our
Yandex.Direct bounce
rate had decreased by
20%.

10. metrika.yandex.ru
Yandex.Direct audit and optimization: keywords
10
Conversions across all
traffic sources, however,
remained at around
0.15% when the average
industry rate was between 0.05-
1%. It was clear that the cause
was not just issues with the
campaign settings, but also
problems with the site itself.

11. Second step

12. Sales funnel analysis: multi-step goal setting
The first step to
understanding what was
wrong with the site was to
study the sales funnel. We
set a multi-step goal and
found out that a lot of
customers abandon their
order when they are only
one step away from
completing it.*
* You can view multi-step goal data in the Conversion report by clicking on the funnel icon. 12
metrika.yandex.ru

13. 13
We used the Webvisor tool
to analyze the behavior of
users who left during the
final step before placing their
orders.
Webvisor captures
all user actions on a site:
mouse movements, clicks
and page scrolls. When we
viewed these recordings, we
realized what the problem
was immediately.
Webvisor showed us where the problems were on the order page.
metrika.yandex.ru

14. The order process followed this sequence: a user would place a product
in their basket, fill out their information, and then confirm their purchase.
The problem, though, was that users couldn't find the second Confirm
Order button. It was placed to the side of the user information form and
people were expecting to see it at the bottom of the form itself. When they
couldn't find it, they closed the website.
14
Webvisor showed us where the problems were on the order page.
divan.ru/product/divan-chester-3-velvet-mint divan.ru/product/divan-chester-3-velvet-mint

15. metrika.yandex.ru
Webvisor: testing the poorly-placed banner hypothesis
15
Additionally, we decided to
test whether the banner that
appeared when a user
clicked on their basket led to
lower conversion rates.
This banner let users quickly
view what products they
already had in their basket.
But it also required an
additional click before users
could start the ordering
process.
Our hypothesis turned out to
be correct: users were
confused about how to move
from the banner to making
their purchase.
divan.ru/product/divan-chester-3-velvet-mint

16. Form analysis: unnecessary fields in the order form
16
We also looked at the
Form Analysis report to
see how well the order
form itself was working.
It turned out that the fourth
mandatory field was
unnecessary. Users who
left before completing the
form usually did so at that
exact point.
metrika.yandex.ru metrika.yandex.ru

17. Third step

18. divan.ru/product/divan-chester-3-velvet-mint
18
We moved the
problematic button to
the bottom of the form.
Improving problematic elements

19. divan.ru/product/divan-chester-3-velvet-mint divan.ru/product/divan-chester-3-velvet-mint
Improving problematic elements
19
We got rid of the
unnecessary field and
banner in the order form.

20. Improving problematic elements
20
Our situation improved
markedly: within a month,
our conversion rate
across all traffic sources
had risen from 0.15% to
0.4%.
metrika.yandex.ru

21. Results

22. Results: effective ads and more sales
22
Our business performance
indicators markedly
improved thanks to
Yandex.Metrica.
The cost of an order
decreased by 60% across
all traffic sources within
four months. Furthermore,
the bounce rate held at
18%, ad costs fell from
56% to 10% of the
average order value, and
the number of orders rose
by 180%.
October November
ДРР СРО Количество заказов

23. Results
160%
180%
order conversion increase
increase in number of orders
23

24. In launching divan.ru, we wanted to create
something original and beautiful. Unfortunately,
however, the site didn't pass our reality check. It was a
case of us not being able to see past our own
experience and notice details that were affecting sales.
Thanks to Yandex.Metrica, we quickly grasped why we
were losing customers, made some improvements,
and started to sell twice as many divans.
24
Anton Makarov,
Founder and general director

25. Teşekkürler
Barış Mert Gezer
bmert@yandex-team.com