samsung.com
A Bang for your Click
Capabilities:
The first thing you notice as an agency when you start working with Samsung is the key role played by innovation. Samsung prides itself on developing new technology and services which meet changing consumer needs. This results in an expansive product portfolio, from smartphones to watches to fridges, and with more launching every year.
This is the story of not one big idea - but 60 small ones. We got to work finding ways to make buying Samsung products easier through their site. Then we set these ideas off on a race against each other with A/B testing. The best ones found a permanent home on the site and were directly responsible for 16% of total sales increase on samsung.com in 2019, with conversion doubling overall.
53%
Increase in conversion rates at same overall traffic levels
62%
Increase of total sales on samsung.com in 2019
4.10:1
Incremental revenue ROI
By 2018, there was a strong growing electronics market and the Samsung brand was strong in the UK.
However, despite a huge number of consumers visiting the website every year for everything from browsing products to getting in touch with Customer Service, the brand was not converting traffic into sales.
Increasing the conversion rate on samsung.com therefore presented a huge opportunity to increase sales.
Improve conversion rather than trying to spend our way around the problem.
Samsung.com sells wildly different products ranging from Smartphones & Accessories to Wearables, Tablets, domestic appliances and TVs.
To optimise our ecommerce platform, we needed to acknowledge the breadth and complexity of Samsung’s product range, and that of the buying process. We had to understand where prospects were having difficulties to make it easier for them to buy online, helping customers understand their options.
To tackle this, we assembled an inter-agency team covering analytics, dev and UX. This task force identified the key eight areas within the user journey that had the most influence on the purchase decision – and improved them one by one with 60 ideas.
