Divante worked with Praktiker, a Polish home improvement retailer, to optimize its e-commerce operations. Key efforts included redesigning the website for improved usability and conversion, implementing product recommendations to increase sales by 12%, and developing an online ad paper that boosted organic traffic by 120%. Overall, the optimizations increased sales by 11% through email marketing and conversion by 46% through recommendations and design changes.

1. E-Commerce
Case Studies

2. Why us?
• We have the experience of working for the biggest e-stores,
which allows us to offer our clients a unique offer and knowhow.
• We are one of the few to charge according to the comission
payment models.
• We connect innovations and technology with knowledge on
traditional commerce.
2

3. Case Studies
3

4. Travelplanet.pl
Business optimization
and new projects
•
Usability optimization
•
New projects – np. zingtravel.pl
4

5. Solar
•
Complex e-commerce implementation
•
Microsoft Navision integration
•
Opening conversion rate 2,21%
•
High average order value
•
68% purchases made during the first
visit
•
15,9% purchases via SEO after a
month from the opening
5

6. TUI
•
Complex stable service
•
Recommendation system
•
Analysis and design
•
Quantity tests
•
SEM
6

7. TUI
Complex Service
New users
Loyalty
Conversion
Lowering the average
CPC from 0,73 to 0,61
RTB remarketing
As much as 16% paid
reservations requires at
least 12 contacts!
+ 150% growth
thanks to
usability
improvements
We do our best to deliver the effects as soon as possible.
7

8. Unizeto
Complex implementation
•
The biggest electronic signature provider in Poland
•
Complex e-commerce implementation covering: virtual products, real products and
services
•
Integration with internal systems (ERP, CRM,…)
„It took us a long time to find the right partner that will cover a wide array of both markeitng and
technological skills. Divante connects these two areas and, what is more, works in the win-to-win
model which accounts for mutual satisfaction. Now, while developing our e-commerce channel, we
are certain that there are great experts available at our hands all the time, including usability, buzz
marketing, social media campaigns, as well as software development and administrators. Additional
value is Divante’s leading positoin on the Polish e-commerce stage, which is also beneficial for us.”
- Paweł Montwił, Mass Products Sales Director, Unizeto Technologies SA
8

9. Grupa Edukacyjna
•
Complex e-commerce
implementation
•
SAP integration
•
Satellite e-stores
•
Sales support
SEM
•
•
•
•
•
An average ROI in Google AdWords in August (the
most important month as far as sales are concerned)
was 3000%.
In the peak moments of the campaign, ROI Google
AdWords exceeded 9000%.
Thanks to the continuous optimization we managed
to lower the cost of the clicks by 55%.
The campaing was the first traffic source and the
second revenue source in the e-store.
Google AdWords conversio was 60% bigger than
the organic traffic.
We’ve chosen Divante because of its holistic
approach to e-commerce. The company
supports us in all the key aspects of our ebusiness.
- Artur Młyński, Sales Planning and Support Director,
Grupa Edukacyjna
9

10. AGD Media
•
Complex online sales channel
implementation
•
Fully automated operator
•
Integration with ERP Gardens system
10

11. TIM SA
B2B and B2C
•
Complex e-commerce B2C
implementation
•
Complex e-commerce B2B
implementation
•
Integration between internal systems
via BizTalk
•
Testing and optimization of B2B
system
Online shopping spending in Europe constituted only 8%
of total retail sales value. The biggest level was in Great
Britain (12%) Germany and Switzerland (9%), the lowest in
Poland (3%) and Italy (1%). It shows the potential of ecommerce and this is only the beginning. So I hope this
sector will considerably influence our revenue.
– declares Krzysztof Folta, CEO in TIM SA.
11

12. Money.pl
•
Sales section - Direct
•
User tests
•
Navigation optimization
•
Conversion optimization
•
Increase in the number of
applications
12

13. Bank Zachodni WBK
•
Usability optimization in sales
and transactional sectors
– continuous framework
cooperation since 2010
•
Mobile applications (#1 place in
polish business appstore in 1st
week)
•
E-marketing
13

14. We’re experienced in B2B
• Raiffeisen Bank
• PW Moda
• ATM SA
• IC Partners
• EKO Holding
• Navo
• AB SA
• Logintrans
• TelForce One
• Benefit Systems
14

15. Key business sectors
• Finance
– Bank Zachodni WBK
– PKO BP
– Inteligo
– Deutsche Bank
– Raiffeisen Bank
– Bank Pocztowy
– LUKAS Bank
– Money.pl
– Inwestycje.pl
– Aviva
• Retail
–
–
–
–
–
–
–
–
–
–
INTERSPORT Polska
Praktiker
SOLAR Company
TUI
Rainbow Tours
Vobis
Empik
Willsoor
Żabka
EKO Holding
– Aquael ZOO
– RUCH
15

16. Key business sectors
• Pure Players and
Media
–
–
–
–
–
–
–
–
Merlin.pl
Militaria.pl
Gazeta.pl
Travelplanet.pl
Polskapresse
Point Group
Medical Tribune
Harvard Business
Review
– Zinamon.pl
• Manufacturers and Distributors
–
–
–
–
–
–
–
TelForce One
Almirall
Viessmann
TIM SA
Amica
Grupa Edukacyjna
PWN
• Utilities / Telecommunications
– Energa
– Tauron
– Orange
– Netia
16

17. Complex Service
17

18. • March 2010 – The beginnings of e-commerce in Praktiker
• March 2011 – The beginnings of working with Divante
• March 2012 – OMG e-commerce!
18

19. Strategy
Loyalty
New users
Cart value
increase
Conversion
Immediate effects
19

20. Conversion- recommendations
Home page
recommendations
Product page
recommendations
20

21. Recommendations
Quartic
•
•
12% sales increase
15% customers increase
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.
21

22. Product descriptions
The crucial element of any product page
• 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
22

23. Product description
•
Complex continuous support
•
Recommendations system
•
Analysis and designing
•
Quantity tests
•
SEM
23

24. Writing product descriptions
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 44mm 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.
24

25. Floor panels categories
Quantity (All visits)
Quantity (All visits)
Quantity (Organic traffic)
Quantity (Organic traffic)
Akcja specjalna
Special action
Product revenues
25

26. Traffic
Visits
Visits
Exit rate
Bounce rate
The users see and read the
Użytkownicy widzą treść,
content
czytają
Visits
Average visit time
26

27. Organic traffic increase
Visits (All visits)
Visits (All visits)
Visits (Organic traffic)
Visits (Organic traffic)
Akcja
Special
specjalna
action
27

28. 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.
28

29. E-mail Marketing
29

30. E-mail Marketing
30

31. E-mail Marketing
with recommendations
•
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%
31

32. ROPO
Poorly
described
products
Too small font
No colours
The most
common
opinions
about the
website
Less products
presented than
the actual offer
in stores
Lack of small
products (nails,
etc.)
No weekly ad
paper
32

33. Online ad paper
33

34. Online ad paper
34

35. 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
35

36. Online ad paper
Online
availability
Availability in
stores
Current
price
Detailed
description
Photo gallery
36

37. Online ad paper
1. The paper
2. The list
3. The cart
37

38. Mobile
Full mobile availabilty of all e-mail marketing and ad papers
38

39. ROPO!
= 22x
39

40. Strategy – synergy of communication
OOH
buy online!
TV + OOH + radio
– Maciek Gajwer and the washcloth
TV + OOH + radio
– Maciek Gajwer and the
shower cabin
TV + OOH + radio
– Maciek Gajwer and the
lawn mower
40

41. Mobile support for sales
41

42. Generating value
42

43. Testimonials
•
•
•
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
43

44. Strategy
New users
Loyalty
11,45% sales
powered by email marketing
120% traffic from
the new product
descriptions
Conversion
Sales increase by
12% thanks to
recommendations
Quick effect!
44

45. Success-Fee
45

46. Intersport
• INTERSPORT is the world’s biggest sports equipment retail sales
group, owning over 5400 stores in 40 countries, whose profts
exceed 10 billion euro.
• In Poland, INTERSPORT is the leader among sports equipment chain
stores, with 32 salons in 21 of the biggest Polish cities.
• The company gets awarded every year for dynamic development,
increasing its market value and as a reliable business partner.
46

47. The starting point
• An active e-store based on a dedicated
solution
• Usability problems
• Low speed problems
• Advanced integrations
The plan
• Marketing optimization
• Conversion increase
• Optimization of technological
solutions
47

48. Project goal
The project covered a number of e-commerce areas. Our major goal
was to increase sales by means of the online sales channel.
Our plan included:
1. Conversion optimization in the e-store – divided into
recommendation concerning the current store design and a total redisigning of the store’s mask.
2. Increasign e-commerce’s reach via SEM, e-PR, social media
preparing grounds for future sales marketing.
48

49. Testing
What is importnant for the customer?
1. Brand reliability
2. A wide array of branded products
– including the store’s own brands
3. Product presentation
4. Easy purchase process
Apart from the wide offer, a quniqe added value is the possibility of personal pickup
in stores or express delivery.
49

50. Home page
• Re-designed information architecutre
• Re-designed menu
• Horizontal two-level bookmark menu
50

51. Product page
•
•
•
•
Two product page layouts – horizontal and standard
ROPO support – availability in stores
Availability
Free personal pickup in stores
51

52. Shopping process
• Simplification
• Less steps to make when placing an order
• Easy payment and delivery choice options
52

53. Shopping process
• No-registration shopping
• Benefits from registration
• Registration made part of placing an order
53

54. Access to brands
• Highlighting the brands
• Brand-based search engine
54

55. Additional mechanisms
• Members of the loyalty program are given discount coupons which
later can be used by simply picking them from the list.
• Information about free delivery appears together with the delivery
options – at the right place and time.
55

56. Effective
recommendations
• Because of the type of business and the way the products are
searched, we introduced product rcommendations.
• The boxes recommend alternative products based on the historical
user data.
• We used Quartic recommendations system.
56

57. What results
have we achieved?
• Conversion rate increased by 46,21%
• Pages per visit increased by 21,24%
• Server use decreased by 70%
– with the same traffic rate
• Loading speed increased by 40%
– for the end user
– according to Google Analytics
– For some pages, the loading speed increased even by 90%
57

58. AdWords
•
Google AdWords campaign lasted
from mid-December 2011 to the end
of April 2012. The revenue was 11
time bigger than the spending costs.
•
Search engine campaign reached
CTR 16,60%.
•
The average click cost was between
0,15-0,19 zl.
•
The campaign has become the
second biggest sales profit source in
the e-store.
•
After the campaign Intersport
decided to continue working with us.
The company proposed a payment model
based on the netto profit margin, which
satisfied both parties
Marek Bugajski, Stores Management
Director INTERSPORT Polska S.A.
58

59. Revenue
ROI according to GA
(Income / Cost)
500% - 2000%
Long-tail
campaign
progress
Budget
Time
Purchase
decision
Customer Acquisition Cost (CAC)
Optimization
Traffic quality
decrease
Business profitability
Konwersja
Usability optimization
Quartic
recommendations
Conversion Rate (CR)
Loyalty
+ Lifetime value (LTV)
Building
contact list
eMail
Marketing
by
Sendingo
Social Media
59

60. Range of works
•
Complex service
•
E-marketing strategy
•
Ad creations
•
Analysis and design
•
Social Media
•
SEO and SEM
•
Internet auctions
•
E-commerce implementation
•
E-weekly ad
60

61. Strategy
New users
Loyalty
E-mail marketing
11 x bigger
revenue than cost
Conversion
+ 46% increase
thanks to
usability optimization
More effects in less time!
61

62. Success-fee
What you pay = sales provision
CLIENT
• Realization of
orders
• Marketing
budget
DIVANTE
• Technology
• Optimization
• E-marketing
SCALE EFFECTS
• Constant
increase
• Creativity
• Risk-free increase
• Constantly
motivated partner
• Focus on the offer
• Scalable business
• Long-term learning
process
• Long-term
investment planning
• No need to
„control”
• Cooperation
between our clients
62

63. Contact
http://divanteltd.com