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

Divan.ru was conceived as an online business from the beginning. So we invested a lot of resources and time in the website; the path from initial prototype to design took a whole year.

But when we launched search 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 the 0.5-1% average industry performance during the high season.

We used the Session Replay tool (formerly Webvisor) to analyze the behavior of users who left during the final step before placing their orders.

Session Replay 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.

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.

We also looked at the Form Analytics 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.

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%.