Client Overview

The client is a leading electrical distribution company with a large B2B eCommerce platform catering to industrial buyers, contractors, and other businesses requiring a wide range of electrical products. Despite a robust catalog and strong market presence, the platform struggled with extremely low customer adoption rates. New users often abandoned the platform before completing their first purchase, and existing customers were not fully utilizing advanced features.

Challenges

1. Very Low Customer Adoption Rate:

• The client’s platform had an adoption rate of less than 2%, with a significant number of new users dropping off during onboarding.
• Only 15% of existing customers used advanced features like bulk ordering and personalized recommendations.

2. Complex Onboarding Process:

• The registration process had a 50% abandonment rate due to its complexity, leading to potential customers leaving the platform.

3. Suboptimal User Experience:

• The average time spent on the site was only 1.5 minutes, with a 70% bounce rate, indicating users were not engaging with the platform effectively.

4. Lack of Data-Driven Insights:

• The client lacked the ability to track and analyze user behavior comprehensively, making it difficult to address the root causes of low adoption.

Solution: Wissend’s Customer Experience and Conversion Rate Optimization Services

Wissend implemented a comprehensive solution combining customer experience optimization, conversion rate optimization (CRO), and data analytics.

1. Personalised User Experience Design

Wissend conducted a detailed analysis of the client’s platform using Hotjar for heatmaps, session recordings, and surveys, along with Figma for design feedback and new design concepts.

• Tailored Onboarding Process: Simplified the onboarding process, reducing abandonment rates by 30%. New users were now able to register and complete their first purchase in less than 4 minutes.
• Improved Navigation and Search: Enhanced the platform’s navigation using insights from Hotjar’s heatmaps, which showed areas where users struggled. Implemented an intelligent search function, reducing the average search time by 35%.

2. Data-Driven Optimization

Wissend leveraged GA4 for collecting web analytics data and Looker Studio for creating customized reports and dashboards that provided actionable insights.

• Behavioral Insights: Implemented dashboards to track user engagement metrics, such as session duration, bounce rate, and conversion funnels. This helped the client identify underperforming areas and prioritize improvements.
• Targeted Recommendations: Analyzed customer data to implement personalized product recommendations, leading to a 25% increase in average order value.

3. Continuous Feedback Loop

Wissend established a continuous feedback loop using Hotjar’s survey and feedback tools, alongside A/B testing to refine platform features.

• User Surveys and Feedback Collection: Gathered qualitative insights from users, which guided the redesign of key platform features. This iterative approach increased customer satisfaction scores by 18%.
• Iterative A/B Testing: Conducted A/B testing on various platform elements, such as CTA placements and product display formats, resulting in a 12% increase in conversion rates.

4. Enhanced Reporting and Dashboards for Informed Decision-Making

Wissend’s eCommerce data analytics services included comprehensive reports and dashboards via Looker Studio, providing the client with critical insights into user behavior, sales trends, and platform performance.

• Real-Time Data Tracking: The client could monitor key performance indicators (KPIs) in real-time, including user engagement, conversion rates, and revenue metrics, allowing for quick adjustments to strategy.
• Informed Decision-Making: The combination of detailed reports and interactive dashboards enabled the client to make informed business decisions, such as optimizing marketing campaigns and adjusting product offerings based on user preferences.

Key Performance Indicators (KPIs) and Metrics

• Customer Adoption Rate: Increased from less than 2% to 5% within six months.
• Onboarding Completion Rate: Improved by 30%, reducing the abandonment rate from 50% to 20%.
• Average Session Duration: Increased by 60%, with users now spending an average of 2.4 minutes on the platform.
• Bounce Rate: Decreased by 20%, dropping from 70% to 50%.
• Feature Utilization: Advanced feature usage among existing customers increased from 15% to 40%.
• Conversion Rate: Improved by 12%, leading to a direct impact on revenue growth.
• Customer Satisfaction Score: Increased by 18%, reflecting improved user experience and platform engagement.

Results

• Significant Increase in Customer Adoption Rate: The client saw a 150% improvement in their customer adoption rate, with more users completing the onboarding process and making their first purchase.
• Improved User Engagement: Enhanced navigation and personalized recommendations led to a 60% increase in average session duration and a 25% increase in average order value.
• Higher Conversion Rates: Optimized onboarding and user experience improvements contributed to a 12% increase in conversion rates, significantly boosting the client’s revenue.
• Informed Business Decisions: With comprehensive analytics and reporting, the client could make data-driven decisions, leading to continuous platform enhancements and sustained growth.