Goals
- Analyze the target audience of the new online store of the new brand
- Increase conversion rates
- Use data to adjust the brand’s marketing strategy
Tools used:
Yandex.Metrica reports
- Page loading time
- Session Replay
- Device type
- Traffic sources
- Long-term interests
- Heat map of clicks
- Popular pages
- eCommerce
- Time since first visit
Period: 26 months
May 2016 — Xiaomi brand unknown in Belarus and demand nonexistent
When the online store first opened, the Xiaomi was absent from large stores, but the market potential was already clear. The goals from the beginning were:
- Generate demand for certified goods.
- Expand the store’s product range.
- Break away from growing competition with large distributors.
- Strengthen their market position and their chain.
To increase online sales and attract offline audiences, a unified marketing strategy was needed.
Step 1: Refine their brand new site before launching ads
August 2016: remove any lags in the order process
September 2016: pages load in almost half the time after optimizing images, JavaScript/CSS and HTML code
Step 2: Optimizing the site’s mobile version
Autumn 2016: Yandex.Metrica shows stable growth in mobile traffic and high average checks for purchases from mobile devices
May 2017: device reports help adapt the site for popular models and double conversions
Step 3: Analyze users and adapt promotions according to their interests
Regular analysis helped find a large segment of untapped queries for additional growth
In response, Xistore.by decided to:
- Add a form to each product page where customers could add reviews
- Create a section for articles and set a plan to fill it with content
- Implement monitoring of the company’s reputation
November 2016: new traffic source types appear, and the bounce rate for users looking for product overviews dropped
Analyzed user interests and used subsequent data for targeting in YAN and social networks
Steady growth in target traffic from social networks allowed Xistore.by to then focus on improving traffic quality
Step 4: Tools for increasing site conversions
Click maps and page reports revealed what users needed to convert, e.g. accessories
People were looking for accessories: headphones, power banks, certain smartphone models. We made the following changes to our site:
- Made the Cameras and Smart devices subcategories more visible
- Added power banks to product range
- Moved popular models higher in the catalog based on sales data and search queries.
Starting in December 2017: data from query reports determines the topics for new videos on the company YouTube channel
Step 5: Tools for increasing ads’ conversion rates
From 2017 on: new KPIs based on eCommerce reports help boost ads’ ROI
Device and demographic reports showed which bid adjustments to set: positive for smartphones and users 18-34 of age
Time since first session report helped set up retargeting
Xistore.by saved up to 25% by choosing the right tools and allocating their budget to the highest converting sources
Results
Branded traffic increased 17X
On May 18 2016 the first branded Xistore in the CIS countries opened. By June of 2018, there were already 13
YoY online orders were 2X higher in the first half of 2018
Yandex.Metrica allowed us to continuously analyze the results of our marketing strategy on a market that was forming before our very eyes. It gave us answers to important questions: which channels to invest our budget in, where to enhance our marketing activities and study our target audience.
As a result, in just two years we opened 12 new offline stores with roughly 200,000 monthly visitors.
Yandex.Metrica helped reach the client’s goals:
- Increase conversions by improving the site and making it a convenient place for making purchases.
- Determine the characteristics of their target audience and their interests in order to improve targeting and fill their site with interesting, high-quality content.
- Boost conversions from mobile traffic and develop a mobile promotion strategy.