The Client is one of the top jewelry retailers in Eastern and Central Europe with an average turnover of 3 mln USD per month.
Business core revolves around TV sales and auctions aimed at the older audience 50+. After 2 years in business, selling products on TV, the Client aimed to increase their brand presence by going online.
Business Problem (The Challenge)
The Client initially approached Opinov8 looking for an opportunity to launch an online store with a rapid expansion into EU market within a short timeframe and controlled budget. Due to an absence of strong expertise in building and supporting the online practice, it was important to provide the development plan based on deliverables with the highest value for money.
Opinov8 team took a project from initial stage and handled business analysis, implementation of design, backend development and various post-launch services and media promotion on the market.
A target audience of the TV show was predominantly based on 50+ females. Going online meant exposure to a younger core audience, which is more demanding to products and to the UX of a website as a whole.
Opinov8 started the process with a workshop session between the Clients product owner and Opinov8’s Solution architect. In this session, we identified and analyzed current business needs and customer’s vision of the project. After all, requirements were elicited, we provided the client with a detailed roll-out plan.
To control the project budget and deliveries better, we split the backlog into the following phases:
Phase 1. Launch of multi-currency and multi-language ready store
Phase 2. Internationalization
Phase 3. Feature Enrichment
Phase 4. Omni-Channel Enablement
The responsive strategy that was revised and incrementally updated on an ongoing basis has resulted in increased conversions and a pleasurable experience for online shoppers.
Here are some of the overall results on marketing performance:
- eCommerce conversion rate grew by 28 % over 1 month period
- Trend in direct traffic, that converts better, was used to aim at brand recognition and trust based on transparent purchase rules, shipping conditions and return policies
- CTR was reduced by 50% over the course of a campaign, yet brought higher conversion, due to optimization of campaign settings and tools distribution.