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However, such growth always comes at a price. It didn’t take long for Topankovo to experience a problem that your business might soon start to feel as well — the product range became too wide to be kept in the website’s original structure.
Having met the client’s marketing team and analyzed the situation, we discovered a pattern in the customer behaviour. A significant number of people ended up leaving the store without buying a thing because they could not find their way to what they were looking for, even though Topankovo was offering it. The cause of the problem? Our data experts identified it as the website’s structure being undersized.
Patrik Dragula, the co-founder of Topankovo, accepted our recommendation to utilize the customer behavior data we collected, to implement quick changes with maximum effect on eliminating the pain points. Keep on reading to find out how we handled the execution.
We have already mentioned that the main cause of the customers’ confusion lay in too many products being listed in the undersized online store.
Our value delivery consultants immersed themselves in the challenge and presented a solution that did not require any changes on the website itself. Their recommendation was to enrich the online store with incentive-based, dynamic banners that would steer customers’ attention towards purchasing specific products, thus eliminating the decision paralysis problem.
Other order-driving tactics were implemented to support sales throughout the entire customer journey, e.g. a pop-up message in the checkout process that informed the shopper about free shipping options.
The combination of such incentives, along with their brisk implementation, resulted in 37,683 customers targeted in just 14 days.
Growth in the number of orders
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