ArtDecor24 is an online interior design store that has gone through various stages of development over its twenty-year history. Initially, sales were mainly conducted through Allegro, but commissions exceeding 20% of revenue made the business unprofitable, especially for more expensive products, which were prone to shopping cart abandonment.
The main challenge was to become independent from the marketplace, where accounts could be blocked without warning, which had previously caused sales to come to a complete halt for several days. The strategy focused on the company’s own online store, leaving only returned or damaged products (with appropriate descriptions) on Allegro.
The first step in optimizing abandoned carts was a detailed analysis of user conversion paths. In the interior design industry, customers often browse products for inspiration, add them to their cart on impulse, but only finalize their purchase after careful consideration. We optimized the purchasing process, which directly translated into a 5% increase in conversion—that is, the recovery of sales that would likely have been lost.
The core element of the project was product data analysis. Due to attractive photos, some products generated tens of thousands of views per month, costing thousands of dollars in campaigns, but did not convert or support sales of other products. In automated campaigns with dynamic catalogs, advertising algorithms often misallocate the budget, so we introduced mechanisms to exclude products that do not generate ROI.
An additional challenge with over 1,000 SKUs was to create personalized cart recovery mechanisms tailored to different price categories and product types. These mechanisms increased revenue by 5% annually from recovered, previously abandoned transactions alone.
At the same time, we built a community of 40,000 people on social media, which created an additional channel to reach customers who had abandoned their carts but remained interested in the brand.
Marketing dla e-commerce
