De Uitdaging

Due to the lockdown, more people started puzzling. However, when shops closed (except essential stores), Keesing definitely felt the impact.

During the lockdown from October to March, revenue was maintained by promoting subscriptions. Thanks to the success of the lockdown subscription and the ongoing subscriptions, all processes and systems came under pressure.

There were many opportunities for improvement in the customer journey. Time on site was high because customers didn’t know which puzzles suited their interests.

However, the e-commerce team at Keesing had higher priorities due to international launches.

There were challenges in areas such as navigation, product discoverability, payment information, and delivery details—issues that caused questions and were coming in through the contact center.

Initially, Keesing wanted to solve this by building automated e-commerce flows. However, during discussions with Polaris Growth, conversion improvements also came into focus.

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Initially, Denksport wanted to start with email marketing, but after consultation, the project began with a conversion audit to assess the potential opportunities.

Polaris Growth first conducted a Google Analytics analysis. This quantitative research resulted in a list of issues—some tackled internally by Denksport, and others that Polaris Growth started testing through A/B experiments.

Polaris Growth also conducted customer interviews and spoke with the customer service team to identify the most common questions and problems.

Based on all findings, the Polaris Growth team created a presentation and proposed several A/B tests aimed at optimization. The first tests are currently close to completion.

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