How we re-launched Sesderma's
e-commerce

NOVEMBER 2019

Sesderma is a Spanish brand of professional cosmetics and cosmeceuticals, for which Integma has been providing communication support since the beginning of 2015.

Until the middle of 2019, Sesderma’s Russian office had been working with the company’s international website. Centralized management negatively affected the timing and implementation of any changes, as well as the conversion rate of the online store.
In the summer of 2019, it was decided to launch a local online store with an independent domain name. Based on the comparison of CMS, key performance metrics and CR, the client would then decide whether to move the local site to the International domain name.

Aims and objectives

Strategic

Build brand awareness and enhance loyalty
Strengthen the image of a high-performance cosmetics brand
Communicate brand values and products’ benefits through all available communication channels, including the brand’s website
Build direct online sales and expand the CRM base

Tactical

Design a simple and user-friendly web interface
Develop web design taking into consideration both functional emotional advantages
Set up end-to-end analytics system and launch performance-based campaigns

CHALLENGE

Until the summer of 2019, the e-commerce platform had been managed by the brand’s headquarters. Technical errors and low UX metrics negatively affected CR and CPA. Therefore, together with the brand’s team, it was decided to develop a local platform from scratch.

Solution

Intuitive interface and adaptive layout of the new site allowed to significantly increase key performance metrics, reduce bounce rate and increase CR.

Videos with famous actresses on the main page allowed to draw attention to skincare products, increase the time spent on the website and build an emotional connection between the brand and its audience.

The project with Beauty Insider was aimed at expanding the audience and conveying the functional advantages of the brand.

End-to-end analytics system allowed to run data-driven campaigns and attract highly relevant traffic.

ONLINE STORE

We chose OpenCart as a CMS and CRM platform. Its advantages include:

Flawless integration with accounting software

Built-in e-mail marketing function

Quick editing and convenient filtering of the product database

Built-in CRM solution

The classic packshot photos on the main page were replaced by lifestyle images and engaging videos..

Thanks to the new design, the bounce rate of the main page was reduced by

11%

Videos with celebrity testimonials were supplemented with information about the corresponding products.

To drive registrations on the website, we introduced a pop-up window with a purchase incentive. The window appeared on the 16th second of the session but not oftener than once a day

BRAND PROMOTION AND TRAFFIC ACQUISITION

We used various tools and channels to build awareness and trust and increase conversion.

IMAGE CHANNELS

Native project on beautyinsider.ru with a widely known beauty expertize
Social media properties of the celebrities participating in the campaign, OLV

PERFORMANCE-BASED CHANNELS

Search traffic (organic and paid)
Social media advertising

videos with celebrities

Inspiring 30-second videos with celebrities and posts on their social highlighting Sesderma products as key for their daily routine, won the attention of a wider audience.

Spend a day with YANINA STUDILINA

Spend a day with ELENA PODKAMINSKAYA

Spend a day with LELYA BARANOVA

Project announcements on the heroines’ social

Yanina Studilina

601 000
followers

101 195

views

Lelya Baranova

667 000

followers

58 831

view

ELENA PODKAMINSKAYA

1 m

followers

44 751

likes

Collaboration with Beauty Insider

Beauty Insider is a popular beauty website appreciated by the audience for its honest content policy and independent editorial approach. To reveal the high efficiency of the brand’s cosmetics, it was decided to use before and after format: out of many readers, the editors selected three women of different age and with different skin needs