The Challenge

A well-established brand with a strong presence in the UK’s offline market faced a significant challenge: translating its offline success to the online domain. Despite having a visually impressive website, their online sales were stagnating at just 2%. The brand needed a strategic overhaul to optimize its website for sales and improve the overall customer journey.

The Approach & Execution

Step 1: Audit to Identify Pain Points Ensere’s first step was a comprehensive audit of the existing website. We identified several critical issues:

• Complex Customer Journey: The website’s design lacked a conversion-focused structure, making it difficult for customers to navigate and make purchases.
• Inefficient Product Pages: Product pages were cluttered and lacked essential details and calls to action, leading to high bounce rates.
• Underutilized Touchpoints: Critical touchpoints, such as the homepage and category pages, were not optimized, leaving significant opportunities untapped.

Step 2: Redesigning for Conversion Our goal was to enhance the customer journey and make it intuitive and seamless from start to finish.

• Homepage Optimization: We restructured the homepage to highlight bestsellers and promotions, increasing user engagement.
• Category Pages Overhaul: Simplified navigation menus and enhanced product discovery with better filtering options.
• Product Page Enhancement: Redesigned product pages to include high-quality images, customer reviews, and prominent call-to-action buttons.

Step 3: Streamlining the Post-Purchase Experience Understanding that the customer journey extends beyond the purchase, we optimized post-purchase touchpoints to enhance customer satisfaction and encourage repeat business.

• Effective Email Marketing: Implemented automated email sequences for order confirmations, shipping updates, and personalized recommendations.
• WhatsApp Integration: Set up automated messages for order status and customer inquiries, improving customer satisfaction.
• Feedback and Loyalty Program: Introduced a streamlined feedback system and a loyalty program that rewarded repeat customers.

The Impact

Ensere’s strategic, data-driven approach resulted in a significant transformation of the brand’s online presence:

• ROI Increase: Online sales soared from 2% to 17% in 6 months.
• Homepage Engagement: Average time spent increased by 35%.
• Category Page Interaction: Bounce rate reduced by 25%, click-through rate to product pages up by 15%.
• Product Page Conversions: Add-to-cart rate increased by 40%, cart abandonment reduced by 20%.
• Email Marketing Effectiveness: Open rates at 25%, click-through rates at 10%.
• Customer Support via WhatsApp: Satisfaction scores improved by 30%, response rates up by 50%.