Complexe-Commerce Case Study

• March 2010 – The beginnings of e-commerce in Praktiker• March 2011 – The beginnings of working with Divante• March 2012 – OMG e-commerce!

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Strategy

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Conversion

Cart value increase

LoyaltyNew users

Immediate effects

Conversion- recommendations

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Home page recommendations

Product page recommendations

Recommendations

• 12% sales increase• 15% customers increase

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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

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•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

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Writing product descriptions

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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

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Akcja specjalna

Quantity (All visits) Quantity (Organic traffic)

Product revenues

Quantity (All visits) Quantity (Organic traffic)

Special action

Traffic

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Użytkownicy widzą treść, czytają

Visits Exit rate

Visits Bounce rate

The users see and read the content

Visits Average visit time

Organic traffic increase

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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.

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E-mail Marketing

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E-mail Marketing

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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%

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with recommendations

ROPO

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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

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Online ad paper

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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

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Online ad paper

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Online availability

Availability in stores

Current price

Detailed description

Photo gallery

Online ad paper

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1. The paper 2. The list 3. The cart

Mobile

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Full mobile availabilty of all e-mail marketing and ad papers

ROPO!

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= 22x

Strategy – synergy of communication

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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!

Mobile support for sales

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Generating value

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Testimonials

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• 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

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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

Contacthttp://divanteltd.com