Informative case studies covering the development of Yandex client’s advertising efforts including goals, tools deployed, and end results.

1. Часть
How Yandex.Metrica
improved an e-furniture
store's interface and helped
double their conversion rate

2. divan.ru
Sofas sold
17 622
Year founded
2014
Anton Makarov,
Founder and general
director
Online furniture store

3. divan.ru/product/divan-chester-3-velvet-mint
Why this matters
3
Divan.ru was conceived as an
online business from the
beginning. So we invested a lot
of resources and
time in the website; the path
from initial prototype to design
took a whole year.
But when we launched search
ads during peak season, the
results were disappointing:
a 30-40% bounce rate and an
order conversion rate of no
more than 0.01%. This was
despite the 0.5-1% average
industry performance during
the high season.

4. Solution
Step 1 Step 2 Step 3
Elimination of the
‘’bottlenecks’’ in
the interface
Website usability
analysis
Yandex.Direct audit
and optimization

5. First step

6. metrica.yandex.com
6
First we decided to decrease ad
spending by disabling keywords
with high bounce rates. It was
easy to sort by the appropriate
column and find under-
performing keywords in the
’’Direct - Summary’’ report.
Yandex.Direct audit and optimization: keywords

7. The least successful keywords turned out to be the ones
referencing inexpensive furniture: their bounce rate reached 50%. So we disabled keywords that referred to discounts and low prices.
7
Yandex.Direct audit and optimization: keywords

8. Yandex.Direct audit and optimization: keywords
8
A week later, our
Yandex.Direct bounce rate
had decreased by 20%.
metrica.yandex.com

9. Yandex.Direct audit and optimization: keywords
9
Conversions across all
traffic sources, however,
remained at around
0.15% when the average
industry rate was between 0.5-1%.
It was clear that the cause was not
just issues with the campaign
settings, but also problems with the
site itself.
metrica.yandex.com

10. Second step

11. Sales funnel analysis: multi-step goal setting
The first step to
understanding what was
wrong with the site was to
study the sales funnel. We set
a multi-step goal and found
out that a lot of customers
abandon their order when
they are only
one step away from
completing it.*
* You can view multi-step goal data in the Conversion report by clicking on the funnel icon. 12
metrica.yandex.com

12. 12
We used the Session Replay
tool (formerly Webvisor) to
analyze the behavior of users
who left during the final step
before placing their orders.
Session Replay captures
all user actions on a site: mouse
movements, clicks and page
scrolls. When we viewed these
recordings, we realized what
the problem was immediately.
Session Replay showed us where the problems were on the order page
metrica.yandex.com

13. The order process followed this sequence: a user would place a product in their
basket, fill out their information, and then confirm their purchase.
The problem, though, was that users couldn't find the second Confirm Order
button. It was placed to the side of the user information form and people were
expecting to see it at the bottom of the form itself. When they couldn't find it, they
closed the website.
13
Webvisor showed us where the problems were on the order page
divan.ru/product/divan-chester-3-velvet-mint divan.ru/product/divan-chester-3-velvet-mint

14. metrica.yandex.com
Session Replay: testing the poorly-placed banner hypothesis
14
Additionally, we decided to test
whether the banner that
appeared when a user clicked
on their basket led to lower
conversion rates.
This banner let users quickly
view what products they
already had in their basket. But
it also required an additional
click before users could start
the ordering process.
Our hypothesis turned out to be
correct: users were confused
about how to move from the
banner to making their
purchase.
divan.ru/product/divan-chester-3-velvet-mint

15. Form analytics: unnecessary fields in the order form
15
We also looked at the Form
Analytics report to see how
well the order form itself was
working.
It turned out that the fourth
mandatory field was
unnecessary. Users who left
before completing the form
usually did so at that exact
point.
metrica.yandex.com metrica.yandex.com

16. Third step

17. divan.ru/product/divan-chester-3-velvet-mint
17
We moved the
problematic button to the
bottom of the form.
Improving problematic elements

18. divan.ru/product/divan-chester-3-velvet-mint divan.ru/product/divan-chester-3-velvet-mint
Improving problematic elements
18
We got rid of the
unnecessary field and
banner in the order form.

19. Improving problematic elements
19
Our situation improved
markedly: within a month,
our conversion rate across
all traffic sources had risen
from 0.15% to 0.4%.
metrica.yandex.com

20. Results

21. Results: effective ads and more sales
21
Our business performance
indicators markedly improved
thanks to Yandex.Metrica.
The cost of an order
decreased by 60% across all
traffic sources within four
months. Furthermore, the
bounce rate held at 18%, ad
costs fell from 56% to 10%
of the average order value,
and the number of orders
rose by 180%.
October November
Ad costs per order СРО Number of orders

22. Results
160%
180%
order conversion increase
increase in number of orders
22

23. In launching divan.ru, we wanted to create
something original and beautiful. Unfortunately,
however, the site didn't pass our reality check. It was
a case of us not being able to see past our own
experience and notice details that were affecting
sales. Thanks to Yandex.Metrica, we quickly grasped
why we were losing customers, made some
improvements, and started to sell twice as many
sofas.
23
Anton Makarov,
Founder and general director

24. This case was prepared in cooperation
with Profitator
www.profitator.ru