Diego Santana | CEO of Scale Group and Growth Specialist at E-Commerce Rocket
Listening to customers: Putting the customer at the center helped a footwear e-commerce company increase revenue by 74%
- Case Study 2024 – The scenario
Since this e-commerce in question was launched, the company has never prioritized customer-centric strategies, known as Customer Centric. This lack of customer focus ended up becoming a problem when they realized that sustainable growth was becoming increasingly difficult.
In this context, I was hired to identify obstacles to the scale of the business. And, well, the first thing I always check is:
Are we actually listening to what our customers have to say?
- The problem
This lack of focus on customers led the company to face challenges in business growth. Instead of understanding and meeting the needs and wants of its customers, the company was making decisions based on other metrics or even assumptions.
This impacts not only on opportunities – of which many were lost – but also on the number of dissatisfied customers and, consequently, difficulties in scaling the business in a healthy way.
- The solution
Before starting, we think it’s important to look at the types of research that exist and that could be done with the base. That’s when we brought this scenario.
- Search types
- Interests (what you like most)
- Commercial (what makes you buy)
- Journey (How he makes the purchase decision)
- Complete (All options above)
We decided to carry out a complete survey, with 2 questions for each of these stages, and we chose the buying public right away to answer, using the questions below. As an incentive, we decided to use the most open e-commerce email to apply this action:
- The confirmed purchase email
- This email, on average, has a 98% opening rate.
So we put a paragraph in it saying that if they completed the survey in the next 2 hours, we would send them a free gift in their order.
Pay attention to this insight!
By default, we already send gifts with every order, but just adding this trigger ensured that a lot of people responded to our initial survey – and that, in turn, got us the most responses.
Who is Diego Santana?
Diego Santana is a specialist in growth for e-commerce and is responsible for the performance of the largest e-commerces in Brazil. Klaidas is an Amazon entrepreneur with more than Diego Santana is a specialist in Scale and Growth for E-Commerce, responsible for working in SaaS, Retail, Education and Service. It is a reference in Brazil when it comes to performance, managing over the last 4 years more than 80 Million Dollars in Paid Media generating a result of 1.5 Billion Dollars in Sales.
