Santechshara Sanitary engineering online shop
The world of reliable sanitary ware!
The company "Santechshara" has been the leader of the Ukrainian sanitary engineering market for more than 10 years. During this time, the line of online store goods has grown significantly to help the most demanding buyer to find the ideal solution for his home. Of course, Santechshara's prouds of its service and care for its customers.
The CF.Digital team has been familiar with Santechshara for more than 5 years. At first, Santechshara requested us for an essential mission - loudly announce itself online and create an online-store that will make the buying process easy for the customer.
The CF.Digital team has been working with Santechshara for over 5 years. For the first time, Santechshara approached us with an important mission - to make a loud statement online and create an online store that would make the purchase process much easier. Therefore, our team was tasked with introducing users to the niche leader and building the positioning of the sanitary ware market leader. In order to achieve this goal, we set ourselves the following tasks.
The team's task
- To study the audience with a focus on digital consumption patterns
- Develop a strategy for brand presence and positioning
- Create an effective communication channel to promote Santechshara products
- Optimise business processes
- Develop a usable website
- Analyse the effectiveness of the resource.
We have not only coped with the tasks, we have exceeded the client's expectations of the resource effectiveness.
We not only coped with the tasks set, we exceeded the client's expectations in terms of the resource's efficiency. Five years have passed, and it has become clear that every year more and more competitors appear on the market, and it becomes more difficult to gain consumer trust, so the role of the main communication channel - the online store - is undeniable. Every year we meet with our clients and analyse the effectiveness of the online store. At the last strategic session, we identified the following problems.
Client's problems
- 70% of new users do not expect the page to load
- 60% of our users access the site from mobile devices
- 20% decrease in the number of sales.
After a thorough analysis, we identified the causes of these customer problems. As our target audience has changed over the past 5 years, the logic of making purchases has also changed. It was impossible to turn a blind eye to this, so a unanimous decision was made to fully update the website.
Causes of the problems
- Outdated user journey
- Outdated design
- Non-adaptive layout
- Expanding the product range
- Lack of ‘points of attention’
- The site does not meet the requirements of search engines.
Three pillars on which we built our strategy for updating our online store
The first whale is the Customer path. The aim of the comprehensive expertise is increasing of the efficiency and convenience of digital activations - both in terms of interface, and logic/mechanics. Based on the actual segmentation of the target audience, we were able to identify the easiest solutions for each of our visitors. With the help of design, we focused on intuitive navigation, which at every step accompanies the visitor.
The second whale is Design. The world of design is changing rapidly, and of course, it was important to display the style in the design and at the same time to remain the store recognizable. Our designers have developed unique flat design, using the zoning technology.
The third whale is Technological. In order to be able to implement all the ideas to update the functionality and at the same time to reduce downloading speed, we emphasized the libraries and frameworks. We also developed a unique SEO module that optimizes and increases the efficiency of specialists’ work.
The decisions, offered to the client and implemented:
Usability audit. Identification of problematic and "bottlenecks" of the site, which doesn’t allow visitors to perform the targeted action.
Prototype based on the concept of micro-interactions. We kind of wrote all the options for the user dialogue with our customer.
Unique flat design with attention zoning technology. This concept has helped us to focus the client to the "right" points for us.
Adaptive layout. Since 60% of the traffic comes from mobile devices, we made the most of adaptive markup on all the tablets.
Development of new modules for keeping users' attention. We focused on the needs of the user and added a personal cabinet, the ability to compare products and add to favourites, as well as the ability to communicate through feedback.
Optimized download speed. The cornerstone for many online stores is the speed of the loading. With a large amount of content, we use front-end frameworks that allow you to load pages even faster.
Development of a unique SEO module. Our strategy did not take us long to wait, and after the transfer we saw qualitative and quantitative positive results.
Results of the website update
- +80% increase in conversions
- +245% increase in the duration of a website visit
- +85% of purchases per day
- +400% of repeat conversions
- +300% increase in traffic
+ 90% of positive reviews
They say, one leads to another. At the moment, the CF Digital promo team is working on the Santechshara project. They have "wizards", so it is very likely, that they will hear about our project not only in Ukraine.
