IpopoKIDS — Ukrainian price aggregator of children's products. This service finds prices, promotions, and conditions for each product, provides the user with the offers from different stores and allows to buy goods with ease. The site contains more than 320,000 products from 90 Ukrainian stores.
At the beginning of 2021, the iPopoKids team contacted us to audit the website and based on the data obtained, improve the effectiveness of marketing activities. We began to study the audience and analytics data.
The users of the IpopoKIDS website are young mothers who have little free time due to childcare. Instagram is often used to search for information about goods. When choosing a product, users are paying attention to feedback and ratings.
Previous Version Of The Website
According to Google Analytics, 81% of iPopokids.ua traffic came from Google Shopping ads that lead to a specific product page. At the same time, 80% of users visited the website from mobile devices. Direct traffic share was 3%, which became the second most effective among other channels. Thus, users landed on the main page or catalog page.
The issues we found
After the audit, we recommended the website redesign to the client team.
Our Final Goals Were
The work began in February 2021.
We adapted the structure of the main page for the direct sessions. To do this, we changed the positions of some blocks and added new ones:
The homepage functionality is crucial to a business. In the iPopokids case, the user’s first contact with the website most often falls on paid traffic channels, and therefore, to return the costs of attracting one customer, it is necessary to convert them many times. Repeat sessions mostly come to the home page from branded or direct traffic channels, so it's extremely important to provide a good service. This required us to be creative. For example, to engage users in our advertising activity, we came up with the integration of the ‘stories’ mechanics, which are met by our target audience well, because stories are interesting to look at, while banners are not.
Team Lead UX/UI designer
We paid a lot of attention to navigation, adding alternative search methods, and optimizing the content displayed.
We changed the structure, accents, and functionality of the pages. Among the innovations are:
It took 5 months from the start of the project to the release of the updated version. The new IPopokids website was launched on July 1, 2021. At the end of 2021, we were able to evaluate the first results.
August-December 2020 VS August-December 2021:
Conversion rate on Google Shopping
In addition to the quantitative indicators, we received an improvement in quality indicators. The client's team reported the users are leaving positive feedback on the updated website design.
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