Kegel 8 / Savantini Group

The Savantini Group, a successful multi-brand online retail business, approached me with the goal of developing their brand further and increasing their website's conversion rate and revenue. They also sought to reorganize their rapidly expanding website to accommodate the growing demand. The primary objective was to achieve higher revenue and margins.

While the objective seemed straightforward, achieving a substantial increase in revenue in a competitive niche market required extensive behind-the-scenes analysis.

To stay focused on the objectives, I established specific metrics, including the mobile website conversion rate, average basket value, and streamlining the path to purchase. Additionally, I implemented strategies to gain a better understanding of customer lifetime value (LTV).

I delved into understanding every aspect of the brand, its unique selling propositions (USPs), and its target market. I conducted in-house guerrilla user research, emphasizing efficiency to avoid unnecessary delays. I performed in-depth analysis of onsite activity, conducted exit surveys, and examined the path to purchase, providing invaluable insights into what was driving conversions and what wasn't.

During this process, I identified significant leverage points, particularly within higher-margin and readily available categories. I referred to this as the "sweet spot" for the specific business, focusing on maximizing profitability.

The website optimization efforts centered around navigation, taxonomy, and the creation of highly converting product pages. To ensure the effectiveness of the changes, I supported all findings with data from A/B and multivariate testing.

By implementing these strategies and improvements, Kegel 8 / Savantini Group was able to achieve notable growth in revenue and conversion rates, reinforcing their position in the industry.