Selling a Premium Brand
The challange for Deepend was to increase sales on the Ferrero Boutique from conversation rate experienced since the site launched in November 2010. The brief was to reduce the 6 step process into a one page uber form, make sure it’s pretty, and get it live in 6 weeks! Ultimately Ferrero wanted a focus on sales without compromising their brand essence. Developing a bespoke CRM platform allowing Ferrero to retarget previous customers depending on variables such as total spend and frequency of purchase was another key requirement.
The immediate focus was engineering a checkout process that provided the easiest path to purchase. Buying a hamper often involved entering extra info not normally required when purchasing online (gift card messages, wrapping, multiple products to different addresses, etc). Limiting fatigue by users as they filled the form was vital. Deepend created clickable wireframes to optimise the user-flow, ensuring mandatory info was captured (and working from a technical perspective), and most importantly - allowed the client to visualise and better understand the complexity of the project.
In the 6 months since the project launched, conversions on the site have risen a stunning 138%. Ferrero now promote an online shopping experience that is faster and easier to use, which optimises for either single order purchases or customers purchasing multiple hampers. The CRM platform allows regular targeting of high-spend customers, and ensures products can be easily added, deleted, promoted, etc depending on the season, occasion.