Double-digit increase in conversion rate after online shop relaunch
Client
Beuth Verlag, a subsidiary of DIN, distributes standards and technical literature in various media formats for professionals in manufacturing, science, trade, services, academia, and skilled trades.
Task
Customer-centric online shop relaunch to optimize the conversion rate and increase sales.
Fields of work
Experience Design
Brand Sites
Usability Testing
Challenge
How can we better align the online store for standards and specialist literature with user needs and increase sales?
The online store is the primary sales channel for Beuth's products. However, its conversion potential has yet to be fully realized due to a lack of user-focused design. Additionally, the portfolio has expanded significantly since the last relaunch. Therefore, a new relaunch was needed to make complex information consumable for users, drive purchasing decisions, and support agenda setting.
Idea
A UX and design concept that visually differentiates campaigns and topics, enhancing the customer journey
A website combining sales and brand-building elements supports long-term sales growth. To achieve this, a modular system was developed that enables barrier-free design for both the shopping experience and themed pages. An aesthetic yet functional visual language provides users with orientation at first glance. The flexible system maintains the range of products, offers, and services while allowing for expansion. Enhanced search functions enable quick and intuitive product access.
Mode of operation
Scrum project with regular A/B testing
The project included three design sprints: prototypes were developed and implemented during the concept, design, and development phases, based on user stories. A/B testing with Google Optimize ensured quality across phases and improved development efficiency.
SEO and technical implementation were handled by the Berlin agencies PEAK ACE and ]init[.
Success for the company
Double-digit growth in e-commerce conversion rate.
Increase in the average order value.
Optimization leads to sales growth.
Benefits for Beuth
Analytics figures comparing pre-relaunch and post-relaunch performance. Where specific values cannot be provided, approximate figures are given.
Bounce rate decrease
Bounce rate dropped between 48% and 62%, depending on the segment.
E-commerce conversion rate
The e-commerce conversion rate has grown at a double-digit rate.
More sales
Sales on mobile devices have increased by 70%.
A/B test setup and training
Ongoing A/B tests by Beuth employees support continuous optimization.
