Hello, hello, friends and readers of the blog of the e-Plus agency, your performance agency with a 100% focus on e-commerce! Today I bring you a special case, which will inspire you to create a successful online store. I'm talking about Miess' case at VTEX.
Miess is a sex shop and lingerie company from São Paulo, founded in 2008. The word " Miess ," for those who don't know, is an acronym for Moda Íntima e Sex Shop (Intimate Fashion and Sex Shop). It's a business focused on selling high-quality erotic products.
To create this company, founder and CEO Romulo Correia dos Santos invested the equivalent of R$3 at the time. He started the venture in a property of only 20 m², in Vila São José, Ipiranga, in São Paulo.
At a certain point in Miess' history, Romulo set up an e-commerce. But when the project started to grow, the platform used went into the process of decommissioning. It was then that he sought out the e-Plus agency with the aim of migrating the Miess online store to VTEX.
MIESS AT VTEX
It was amidst the chaos of the beginning of the Covid-19 pandemic and quarantine when I received Romulo's call to migrate Miess's online store to VTEX. But well before that, we at the e-Plus agency had already redesigned the store on the old platform.
In addition, Romulo and I had already been talking about the possibility of migrating to VTEX for over a year. However, now, with the decommissioning of the old platform and with an epic pandemic coming, what was a possibility has become an urgency.
“We want to migrate in 30 days”, Romulo told me. However, a VTEX project takes an average of 120 days to complete. It was then that I gathered my team and said that it was time to show our value.
The e-Plus agency team accepted the challenge and dove headfirst into the project. We migrated the store and implemented the redirect . We completed everything in April 2020, in about a month, which was a record for us.
Growing with the VTEX Platform
Thirty days later, with Miess on VTEX, the number of organic visits to the virtual store had doubled. In fact, the conversion rate and the Average Ticket had also grown surprisingly.
If on the old platform the average was 300 to 500 daily orders, now with the VTEX platform they had risen considerably. The sales peak came days later when Miess was able to close no less than 5 orders in a single day amid the pandemic.
In the following days, orders continued to rise, in the range of 2 to 1,5 daily. To be able to make the deliveries, Romulo needed to increase the team. In addition, the shipping time that was previously 4 days has now been changed to 8 days.
After this experience, Romulo felt more confident in Miess' success. He projects a goal for next year to, at some point, start to make 20 orders a day. He wants to make Miess an e-commerce reference in the field of pleasure, health and quality of life.
AN E-COMMERCE PROJECT NEVER ENDS
Putting a virtual store like Miess online, that is, operating on the web, is just the beginning. After that it is necessary to improve the project continuously day after day. And this process needs to be based on numbers. “We trust in God, others bring the data and facts”, said Edwards Deming.
Therefore, it is necessary to invest in in-depth analysis of website traffic statistics. It's important to work with the concept of Conversion Rate Optimization (CRO ).
One of the ways to do this is through A/B Testing, with which you can create two or more versions of an ad or product page and see which ones generate better results. It's like separating the wheat from the chaff. This allows you to budget for what's good and optimize what's not so good before moving on.
The cool thing about Miess contributors is that they are not afraid to take these tests. They do it every day, every hour. In fact, they are doing it right now as you read this post.
In addition to A/B testing, it's also good to work with heatmaps, recordings of visits to online stores, and other performance marketing practices.
These practices allow us to understand the consumer and help them to buy in an easier way. That is, they help us to visualize and remove obstacles in front of the consumer so that he can buy and become a customer and, soon after, a customer.
What to improve in e-commerce?
In the day to day of an e-commerce there are many things that need to be improved. For example:
- Department pages;
- Product pages;
- Category menu;
- filters;
- buttons;
- links;
- Descriptive content;
- Information Architecture;
- Search tool;
- Checkout page.
The product page, in turn, is one of the most important. This is where the consumer will decide whether to click the buy button or not. Therefore, it is necessary to analyze it all the time, check the conversion funnel, evaluate the micro conversion rates and, from that, optimize it. For us at the e-Plus agency, this is an obsession.
Despite, however, Performance Marketing is so important, what makes the most difference for the better in an e-commerce is the entrepreneur, that is, the owner of the business. He/she is the one who makes it happen, who sometimes stops investing in himself/herself, stops buying a new car, for example, to invest in the company's growth. So be that entrepreneur and you are sure to be successful!
As soon as you can, click on “ Empório Quatro Estrelas migrates to the VTEX platform ” and learn more about another online store created by the e-Plus agency.
