Stiletto
Customer
Location
Solution
Industry
If you’ve ever bought clothes or shoes online, you’ve surely noticed that there’s plenty of choice and competition for customers is fierce. You can stand out either through price, a vast selection, or excellent service. Confirma’s client Stiletto Oy, a shoe and accessories store has focused particularly on the latter in its operations.
“We launched our online store in Finland in 2011, and five years later we expanded our operations to the Swedish market. In 2017, we also translated our online store’s content into English and set out to pursue growth in international markets,” says entrepreneur Kimmo Maijala.
A Great Customer Experience Comes First
However, we don't compete with the major players in the apparel industry based on brand alone; instead, we must find our strengths elsewhere.
– Our strength is a great customer experience. Well-designed navigation and clear product categorization are key factors when considering the user-friendliness of an online store. If a customer visits an online store and finds the navigation difficult to use, the purchase journey comes to a halt before it even really gets started.
Maijala knows what she's talking about: she has seen firsthand how well-designed product navigation boosts sales.
– We redesigned the navigation of our online store in collaboration with Confirma’s e-commerce experts, and the change is particularly noticeable in Sweden. People there are used to a modern, horizontal main menu, and when they visited our old store, many left immediately. With the new main menu and improved navigation, the time spent in the online store and the conversion rate have both increased.
More visibility for less money
When website visitors spend more time on Stiletto's online store, it also ranks higher in organic search results.
“The less money we have to spend on advertising, the more profitable our business becomes. Good quality scores also affect the price at which our paid ads are displayed,” Maijala explains.
Maijala closely monitors the analytics and profitability of its online store, as well as the factors that influence them.
– I learned the most from Confirma’s experts when they designed the first product tree for our online store. I’ve been relying on Confirma’s experts ever since, because they always have the latest insights into what’s happening in the world of e-commerce. It’s important that we continue to improve our customer experience so that we can respond to consumers’ ever-changing shopping behavior.
More visibility for less money
When website visitors spend more time on Stiletto's online store, it also ranks higher in the organic search results of search engines—such as Google.
“The less money we have to spend on advertising, the more profitable our business becomes. Good quality scores also affect the price at which our paid ads are displayed,” Maijala explains.
Maijala closely monitors the analytics and profitability of its online store, as well as the factors that influence them.
– I learned the most from Confirma’s experts when they designed the first product tree for our online store. I’ve been relying on Confirma’s business consulting ever since, because their industry experts always have the latest insights on what’s happening in the world of e-commerce. It’s important that we continue to improve our customer experience so that we can respond to consumers’ ever-changing shopping behavior.
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