Redesign of the main IpopoKIDS page

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:

• Product categories. Now they are placed on the first screen so that new users can immediately see the entire range of products, and returning users can find the desired category faster.

• Competitive advantage. We added a block with the benefits of the service in specific numbers in the header of the website. This information is also duplicated on all pages.

• Stories. We designed promotions and news in the Stories format, inheriting popular social networks.

• Recommendations. We added a section with product recommendations for children as a gift. Such functionality had been already presented on the website, but we brought it to the main page to keep the attention of doubting users.

• Photo of customers with purchases. This block is filled with Instagram posts mentioning the brand. User-generated content (UGC) increases brand loyalty and motivates users to buy.

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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.
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Pavel Chenchyk
Team Lead UX/UI designer

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Restructuring of the product catalog

We paid a lot of attention to navigation, adding alternative search methods, and optimizing the content displayed.

Key changes:

• Smart filters. We developed two types of smart filters display: by categories (category switch was placed on the main page) and by parameters (selecting parameters was placed on the catalog page). Introduced new combinations based on queries and filters combinations in Google Analytics.

• Kid’s profile. Now users can create a profile of their child with their personalized parameters on the website. This way the service will automatically filter the products and immediately offer what will suit the specific customer best. In the case of unregistered users, the profile will be stored for only three days, this is an additional motivation for registration.

• Ad banners. We developed a universal banner format. They are organically integrated into the product listing. Such a decision helps satisfy customer requests for an increase in the advertising space, and at the same time not scare users off.

• Catalog appearance. Products are now displayed in two versions: tiles and grid. For some product categories, display type affects sales success.

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Design of product pages

We changed the structure, accents, and functionality of the pages. Among the innovations are:

• Instagram patterns. We designed the information about the products in the style of Instagram posts, following the content most familiar to the audience.

• Similar products section. The section with similar products are displayed if a desired item is unavailable.This solution helps to keep users on the website.

• Relevant product offers. The products can be selected according to the user’s location. They can also be sorted by delivery and payment options, promotions, availability, and so forth. Authorized users can save sorting priorities.

• Social triggers. We added “likes" that show how many times users have saved a product as a favorite. This also reminds the mechanics of social networks.

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Results

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:

+38.89%
_{Conversion rate on Google Shopping}

+39.41%
_{Direct traffic}

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• Google Shopping conversion rate increased by 39%. The increase in conversions also improved the return of marketing investments and allowed the client to monetize paid traffic more effectively.

• Direct traffic grew by 39%. The increase in the number of direct sessions highlights the growth of the loyal audience: users receive a positive experience and return to the website.

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.