• March 2010 – The beginnings of e-commerce in Praktiker• March 2011 – The beginnings of working with Divante• March 2012 – OMG e-commerce!
2
Recommendations
• 12% sales increase• 15% customers increase
5
Quartic
A/B test – Half of the users (group A) visitng Praktiker.pl was presented with the recommendations generated by Quartic while the other half (group B) saw standard recommendations.
Product descriptionsThe crucial element of any product page
6
•Product description•Product photos•Additional description, e.g. dimensions, weight•Sale or special offers•Information whether a product is availale in stationary stores•The possibility to ask a question about a product•Opinions and notes by other buyers•The possibility to recommend a product•Suggested similar product chosen by other users•Product name and EAN•Others•Suggested most popular products
Product description• Complex continuous support
• Recommendations system
• Analysis and designing
• Quantity tests
• SEM
7
Writing product descriptions
8
Laminated floor panels Elegance bubinga by Kronopol work great in public-use spaces, such us shopping malls or office buildings.However, they will be also suitale for private houses or apartments, being both children- and animal-proof. No worries that they will get scratched or stained.Their durability is guaranteed thanks to its 7 mm thickness and AC3 class. The width is 193 mm and the length – 1380 mm.
White Classic in-doors by Windoor connect traditional look with modern solutions. The frame. made from 44-mm MDF board, is filled in with stabilizing „honeycomb” insertion.HDF covering painted with white Gori paint and the white PCV inner frame create stand for good quality and perfect looks. The doors open to the right. They are 80 cm long.
Floor panels categories
9
Akcja specjalna
Quantity (All visits) Quantity (Organic traffic)
Product revenues
Quantity (All visits) Quantity (Organic traffic)
Special action
Traffic
10
Użytkownicy widzą treść, czytają
Visits Exit rate
Visits Bounce rate
The users see and read the content
Visits Average visit time
Organic traffic increase
11
Akcja specjalna
Visits (All visits) Visits (Organic traffic)
Visits (Organic traffic)Visits (All visits)
Special action
Product descriptins – results • One month after adding Divante’s product descripitions was
enough to increase organic Google traffic by 120% based on the chosen key words.
• Simultaneously with the traffic, the chosen products’ sales increased from X k zł in July to 3X zł in August.
12
E-mail Marketing
• E-mail marketng conversion is 34,17% bigger than average
• A single e-mail marketing visit value is bigger than the average visit value by 51,01%
15
with recommendations
ROPO
16
The most common opinions about the website
Poorly described products
Less products presented than the actual offer in stores
Lack of small products (nails, etc.)
No weekly ad paper
No colours
Too small font
Online ad paper• The popular flash-based solutions have serious
weaknesses:• They do not work on most mobile devices• They are a tough nut to crack for SEO
• Our ad paper is THE solution:• Mobile• Transparent for search engines• A way to the future
19
Online ad paper
20
Online availability
Availability in stores
Current price
Detailed description
Photo gallery
Strategy – synergy of communication
24
TV + OOH + radio– Maciek Gajwer and the
lawn mower
TV + OOH + radio– Maciek Gajwer and
the shower cabin
TV + OOH + radio– Maciek Gajwer and the washcloth
OOH buy online!
Testimonials
27
• In my opinion, there are two basic things that differ Divante from others. • First of all: passion. The people who I’ve had a pleasure to work with are experts in
the field of both Polish and international e-commerce, always looking for new tools, trends and the best examples.
• What is more – and this is another thing that I appreciate so much – they are eager
to share their knowledge and passion, with full engagement, to help companies like Praktiker develop their online retail channels.
• But most importantly, everything is planned to achieve the final goal – i.e. increase of sales and the return of investment. That is why for me, working with Divante follows the „win-win” model. They know that their client’s success is their own success, too.
• –Krzysztof Włodarczak, E-marketing Manager, Praktiker
Strategy
28
Quick effect!
Conversion
Loyalty
New users
Sales increase by 12% thanks to recommendations
11,45% sales powered by e-mail marketing
120% traffic from the new product descriptions
Top Related