Case overview
Cheercon is a leading provider of bespoke products, offering customers the ability to place standard shopping orders, custom design orders, and request sample kits. With a focus on personalization and customer satisfaction, the company wanted to streamline its online experience to better serve its growing customer base.
Involvement
- Branding & Design System
- Brand Strategy
- Web Design
- Web Development
- WordPress
Challenges
Complex Ordering Process: The existing website was not optimized for the variety of orders they offered. Customers often found the process of placing custom design orders or requesting sample kits cumbersome.
Low Conversion Rates: Due to the complexity of the ordering process, many customers abandoned their carts, leading to lower-than-expected conversion rates.
Inefficient Management of Custom Orders: The backend system struggled to efficiently handle the intricacies of custom design orders, resulting in delays and occasional errors.
Limited Analytics: The company lacked comprehensive insights into customer behavior on the site, making it difficult to identify pain points and optimize the user experience.
Objectives
- Simplify the ordering process for all product types.
- Increase conversion rates by reducing cart abandonment.
- Improve backend systems to efficiently manage custom orders.
- Implement robust analytics to track customer behavior and optimize the website.
Strategy
To address these challenges, we implemented the following strategy:
Website Redesign:
- Streamlined the user interface to create a seamless experience across all order types.
- Introduced clear, step-by-step guides for placing custom design orders and requesting sample kits.
- Enhanced the shopping cart functionality to support easy modifications, saving items, and applying discounts.
Backend Optimization:
- Upgraded the backend system to automate the handling of custom design orders, ensuring quicker processing times and reducing errors.
- Integrated the order management system with inventory to maintain accurate stock levels, particularly for sample kits.
Enhanced Analytics:
- Implemented Google Tag Manager and Google Analytics to track customer interactions throughout the site.
- Set up conversion tracking and heatmaps to identify drop-off points and optimize the user journey.
Results
The implementation of these strategies led to significant improvements:
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Increased Conversion Rates: Conversion rates increased by 35% within the first three months due to the simplified ordering process and optimized checkout experience.
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Improved Custom Order Management: Processing times for custom design orders were reduced by 40%, leading to faster delivery and higher customer satisfaction.
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Enhanced Customer Insights: The new analytics setup provided deep insights into customer behavior, allowing for continuous website optimization. This led to a 20% increase in repeat customers.
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Higher Customer Satisfaction: Customer feedback highlighted the ease of use of the new website, particularly praising the clear guides for custom orders and the efficiency of the sample kit request process.
