Online store
Online store, top 20 in the country
The website usability was tested, and the practice of first perception testing of banners and other marketing materials was introduced.
CUSTOMER CHALLENGES:
Lack of banner effectiveness.
Research participants:
- 100 participants
- Big city dwellers
- Clients and non-clients
identified Issues
- Long copy that users don't read. As a result, they either don't click or misunderstand the promotion details.
- Extra elements on the banners distract and harm attention.
- A mismatch between the picture and the promotion message. Customers don't understand right away what it is about, and rather not click.
A quality management policy for banners was introduced that requires mandatory user testing.
Results:
+20%
CTR
