Auto parts and car products marketplace
Auto parts and car products marketplace
Business Analytics
About product
The client is a major chain of service stations and car parts stores.
We analyzed the company’s website – a marketplace with 4 million products on sale – and made recommendations on how to improve its functionality.
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4 persons
TEAM
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2 months
WORK DURATION
What was the task
The client’s goal was to understand why certain site sections (such as “Tires”) don’t convert visitors into buyers and don’t bring new orders, as well as to receive recommendations for improving functionality.
What we did:
- We conducted a website design audit;
- Compiled a product model. We evaluated key metrics that measure the effectiveness and achievement of business goals. We identified the metrics that are most important for business.
- Analyzed the competitors;
- Divided users into segments and studied how different groups interact with the resource;
- Conducted in-depth interviews with loyal customers;
- We reviewed the current configuration of the analytics system. Checked the metrics, targets, and tracking settings.
What was the result:
- Based on the results of all the work carried out, we made a list with hypotheses, which can help the business to attract new customers and retain them on the site. For example, we identified at what stage of placing an order the users “were lost”, what flows, targets and metrics were to be configured, what time periods are the best for an advertising campaign, etc.
- Some hypotheses were eliminated by analyzing the analytics system.We compiled a recommendation list to increase website sales and a list of the most realistic hypotheses, which will be checked at the stage of MVP version implementation.
- We worked through the process for integrating new functionality into the site.
Main functionality:
- Registration and authorization
- Product catalog with sections, filtration by car brand and model, part type, etc.
- Order placement and payment
- Online registration for maintenance
- Advertising and promotional banners
- Company blog
- Application and registration forms for wholesale customers and partners
