Initial Situation
Rooflab is an e-shop focused on selling roofing materials and accessories for construction companies and end customers. Although they had a relevant range of products, customers had difficulty orienting themselves within the products and the purchasing process was not sufficiently clear. This negatively impacted the number of orders, customer trust, and overall sales performance of the e-shop.
- Low number of orders
- Unclear product structure
- Low customer trust
- Poor orientation within products
- Untapped potential for higher order value
The average order value before the changes was approximately Kč 9,500.
Project Goal
The main goal was to increase sales and simplify the purchasing process. It was important to make it easier for customers to navigate the product range, speed up the selection of the right products and create a more trustworthy e-shop that would function better as a sales channel.
Our Solution
The project focused on a combination of better product structure, clearer navigation, educational content, trust-building elements, and checkout optimization. For construction products, it is key that the customer quickly understands which product they need, how it differs from alternatives and why they can trust the e-shop.
1. Product Categorization
We reworked the category structure to better align with how customers actually search for roofing materials. Products were logically divided by type, usage, and customer needs, significantly simplifying navigation through the range.
2. Filtering and Navigation
We improved product filtering and the main navigation of the e-shop. Customers could find products more quickly based on parameters, uses, and other practical criteria. This shortened the journey from the first visit to the selection of a suitable product.
3. Educational Content
We added educational content to help customers select the right material. Explanation of differences between products, recommendations for specific uses, and practical information helped reduce uncertainty during purchasing and supported higher order value.
4. References and Trust
We added trust-building elements to the website, such as references, clearer information on delivery, purchasing security, and customer experiences. Thanks to this, the e-shop appeared more professional and customers felt more confident completing their orders.
5. Checkout Optimization
We simplified the checkout process and removed unnecessary obstacles that could lead to cart abandonment. The order completion process was clearer, faster, and more user-friendly, even on mobile devices.
Results
- The number of orders increased by 160% within 4 months
- The average order value rose from Kč 9,500 to Kč 13,800
- The conversion rate increased by 210%
- Customers were more adept at navigating the products
- The e-shop began to operate more effectively as a sales channel
Financial Impact
Due to the increased number of orders, better orientation within the product range, and higher average order value, the monthly turnover of the e-shop rose from Kč 1.2 million to Kč 3.3 million. This constitutes an increase in turnover of Kč 2.1 million monthly.
- Before: monthly turnover Kč 1.2 million
- After: monthly turnover Kč 3.3 million
- Difference: + Kč 2.1 million monthly
Return on Investment
- Investment: Kč 220,000
- Return: approximately 5 weeks
Key Benefits
- Increased sales and monthly turnover
- Better customer navigation within the product range
- Higher trust during purchases
- Higher average order value
- Clearer and faster purchasing process
Summary
The Rooflab e-shop began to function as an efficient sales channel after the changes. Thanks to improved product categorization, clearer filtering, educational content, trust-building elements, and checkout optimization, it was possible to increase the number of orders, average purchase value, and overall monthly turnover.