Boosting Online Sales with Data-Driven Customer Insights
The Challenge
Bodyspinner, a fashion retail brand with both physical and online stores, struggled to drive traffic and conversions on its website. Most customers were unaware of the online shop, and those who visited often abandoned purchases due to lack of trust in sizing, delivery, and support. The challenge was to increase online sales, introduce the website to more customers, and build confidence in the e-commerce experience.
The Data Journey
To design the plan, I combined market research, digital analytics, and customer insights:
-
Market research to understand fashion customers’ decision-making and online shopping barriers.
-
Customer behavior analysis using Google Analytics (GA) to track session duration, conversion rates, and drop-off points.
-
Heatmaps and session recordings with Hotjar to study browsing patterns and identify UX/UI pain points.
-
A/B testing with emails, landing pages, and product page layouts to optimize engagement and conversions.
-
CRM data to track customer support interactions, complaints, and feedback loops.
Insights Discovered
Fashion seekers hesitated to shop online due to concerns about sizing accuracy and trust in delivery.
-
Customers who received personalized recommendations and support were more likely to complete purchases.
-
Occasional promotional campaigns and influencer collaborations generated strong traffic spikes but needed structured follow-up for retention.
The Strategy
I designed a comprehensive sales-boosting plan, including:
-
Size & Shopping Guidelines: Collaborated with the design team to create detailed size charts and shopping guides for clarity.
-
CRM System Improvement: Strengthened customer support through online chat and responsive service.
-
E-Commerce Journey Optimization: Tracked user behavior, reduced checkout friction, and improved product page clarity.
-
A/B Testing & Personalization: Optimized email campaigns, product recommendations, and UX layouts.
-
Digital Campaigns: Occasional promotions, influencer marketing collaborations, and retargeting ads to boost visibility and engagement.
Execution
The execution included:
-
Rolling out size & shopping guidelines across the website.
-
Implementing CRM improvements for live customer support.
-
Conducting A/B testing on website flows and marketing campaigns.
-
Launching seasonal and influencer-driven campaigns to attract new customers.
-
Continuously monitoring KPIs (conversion rate, CTR, bounce rate, cart abandonment, sales per session) using GA dashboards.
Impact
Increased online sales significantly within the first months.
-
Improved conversion rates through optimized UX and A/B testing.
-
Reduced cart abandonment rates thanks to improved trust and customer support.
-
Expanded awareness of the online store through influencer and promotional campaigns.
-
Built a data-driven framework for continuous online sales growth.