Intertop

Increasing conversion rate by 55% for intertop.ua
About Intertop
About Intertop
  • Omni-channel fashion retailer No.1 in Ukraine
  • Winner of the Retail Awards in the nomination "The best chain of shoe stores 2018"
  • Winner of the RDB Awards-2019 in the nomination “International fashion operator of the year”
  • For 25 years on the market
  • 114 stores in 25 Ukrainian cities
  • 3.5 million online visitors per month
  • The share of Intertop’s online sales has grown by 80% over the last year and is now 15%.
Intertop goals and ESR approach
After looking into the business and communication with the owners we identified the main requirements:
  • Focus on the income growth
  • Quick implementation of UX/UI solutions
  • Testing and measuring of the results of the solutions
  • Risk minimization
  • Ongoing development of the project


This is why the ESR approach was chosen.


ESR (Evolutionary Site Redesign) is step-by-step interface improvement using CRO (conversion rate optimization) principles with the aim of boosting revenue. The main advantage of this approach is that all the changes are based on analytical data and are confirmed by A/B tests, which minimizes risks and makes investments in the interface insignificant (and recaptured in a short time).
 Intertop goals and ESR approach
What is the inside of ESR?
What is the inside of ESR?
UX audit
Usability audit
We explored website analytics and business area, found interface mistakes, prioritized them and created hypotheses for their elimination.

UX audit results:

91       pages of the report
54       mistakes that were found and recommendations on how to fix them
120   hours of UX-expert work
Formation of hypotheses and testing
Formation of hypotheses
In the course of the Intertop project over 30 hypotheses were generated, and then the key ones were selected for further work. A UX designer suggested new solutions and options of elimination of interface errors, while moving iteratively. Each solution was tested, or its effectiveness was evaluated, and Google Analytics KPIs before and after its implementation were compared.
Example #1

Search function optimization



Why did we identify this task as a priority?


In accordance with analytical data, 3% of the website visitors  (around 60 000 people per month) used search actively. This is a rather large segment of the audience loyal to the brand, whose conversion was 6 times higher than among other users.



Example #1 Search function optimization

Step 1


We studied search queries frequently entered by users


Step 1

Step 2


We checked the implementation on the website and identified a number of problems:
  • Search query categories were not loading
  • Incorrect search results were displaying
  • There was no quick entry to goods categories


Step 2

Step 3


We worked out a search algorithm according to what users were looking for



Step 3

The results 


of search optimization



The transaction rate from search increased by 74.64%



Search optimization result
Example #2


Cart optimization

Example #2 Cart optimization

Mistakes detection



  • Unnecessary steps before the cart

  • The button “To the cart” on the cart page for adding additional items 

  • Characteristics that are not matching product are displayed.


Mistakes detection
The results of cart optimization

  • We shortened the way to the cart to 1 step

  • Cross-sell elements were added

  • Product kits  were worked out

  • We emphasized the price and the button “Proceed to checkout”




The results of cart optimization
Example #3

Chekout optimization

Example #3 Checkout page optimization

Mistakes detection



  • A complex multi-step path to the page  
  • Too many fields  
  • Non-intuitive choice of delivery and payment options 
  • No error hints for input fields 
  • Non-informative Thank You page, etc. 
Mistakes chekout detection

A/B testing results 



  • The user path to Checkout page was shortened

  • The page structure was optimized

  • We created a more intuitive interface


Conversion Rate increased by 54.68%


A/B testing results
The results after 1 year

During one-year-long cooperation with Intertop we redesigned their main website page through several iterations, optimized the search on the website, as well as the process of reserving products, and other pages. Testing of new hypotheses and introduction of step-by-step changes are also planned.

Having eliminated only the problems that were out in the open, we have already received good results:

Conversion rate was increased by 55.4%.

ARPU grew by 71.43%.

Checkout process conversion rate increased by 128%.
 The average revenue per user increased
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