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

divan.ru

Divans sold17 622

Year founded2014Anton Makarov,Founder and general director

Internet furniture store

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

divan.ru/product/divan-chester-3-velvet-mint

Why this matters

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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.

Solution

Step 1

Step 2

Step 3

Improvement of problematicinterface areas

Website usability analysis

Yandex.Direct audit and optimization

First step

metrika.yandex.ru

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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

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.

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Yandex.Direct audit and optimization: keywords

ucuz divanindirimli divanlar

divan fiyatlarıderi kaplama divanlarortopedik divan fiyarları

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Yandex.Direct audit and optimization: keywords

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A week later, our Yandex.Direct bounce rate had decreased by 20%.

metrika.yandex.ru

Yandex.Direct audit and optimization: keywords

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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.

Second step

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

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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.

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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.

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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

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Webvisor: testing the poorly-placed banner hypothesis

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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

Form analysis: unnecessary fields in the order form

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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.

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Third step

divan.ru/product/divan-chester-3-velvet-mint

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We moved the problematic button to the bottom of the form.

Improving problematic elements

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.

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%.

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Results

Results: effective ads and more sales

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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

Results

160%

180%

order conversion increase

increase in number of orders

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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.

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Anton Makarov,Founder and general director

Teşekkürler

Barış Mert Gezer

bmert@yandex-team.com