Twinset Online Store Promotion

November 2021 - February 2023

The official online store of the Italian brand Twinset launched in Russia in the beginning of 2021. The brand was already present on the Russian market in the offline format and enjoyed consumer recognition; however, online sales were low. As a result of our work, the conversion rate at twinset.ru saw a 6-fold increase in the span of just 18 months.

Tasks

  • Increase in sales volume
  • Increase in amount of organic traffic from search engines
  • Increase qualitative metrics and conversion rates

UX audit & simplified user journey

Our first step was to conduct a UX audit to identify exit points and factors that negatively affected conversion.

We developed a plan of improvements to increase the effectiveness of the online store, which allowed us to increase the level of conversions from 0.31% to 4.36%.

As a result, conversions were increased by 564%.
0,31%
November
2021
1,14%
December
2021
1,57%
February
2022
2,43%
April
2022
2,20%
June
2022
2,49%
August
2022
3,21%
October
2022
3,97%
December
2022
4,01%
January
2023
4,35%
February
2023

SEO

To increase the amount of organic traffic from search engines, site optimization was conducted. This included:

  • Metatags for catalogue and product pages
  • Schema.org microdata markup
  • OpenGraph markup
  • Canonical tags
  • Writing texts for categories and product pages
Search engine traffic
16 900
November
2021
17 600
December
2021
18 700
February
2022
19 100
April
2022
19 600
June
2022
22 400
August
2022
24 400
October
2022
23 800
December
2022
26 400
January
2023
26 800
February
2023

Email marketing

    To expand the customer base and increase brand awareness, a mailing list was created via a highly relevant partner database.
6000
New contacts
37 553 ₽
average order
4,36%
conversion
1 051 500 ₽
revenue from new clients

Trigger mailings

Trigger and service letters were developed and integrated in order to work more efficiently with the CRM database of the online store. Mailing lists are contacted automatically when a certain condition is met: an abandoned basket, a long absence from the site, etc. The convirsion rate amounted to 8.25%
470

transitions

8,25%

conversion

48 min.

average time spent

524 000 rub.

sales amount

Results*

21,3%16,2%

decreased bounce rate

5,26,93

increased view depth

18 min.48 min.

increased average time on site

4642021

over 4 times more transactions per month

+93%

monthly revenue nearly doubled

0,31%4,36%

conversion rate increased x 14

* according to data from Yandex.Metrics, Nov. 2021 - Feb 2023

New Cases