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Case study
Denksport
Over het merk
Denksport
Denksport is the market leader in puzzle content. The company behind Denksport – Keesing Media Group – was founded in 1918 and operates multiple sub-labels across 15 countries. Keesing not only creates physical puzzle books but also supplies puzzles for national newspapers and magazines. With 13 puzzle categories, many of the puzzles you encounter in the Netherlands originate from Keesing.
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.
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.
Resultaten volgens onze klant
Even though the tests are still ongoing, we’re already seeing very positive results from the experiments set up by Polaris Growth.
Polaris Growth’s analysis has also raised internal awareness about thinking from the customer journey perspective and uncovering the obstacles that prevent customers from purchasing at Denksport. This mindset is now present both within the team and at the management level. One of the outcomes is that we’ve opened a vacancy to address this internally.
The only point of feedback is that Polaris Growth prefers to keep things lean to ensure speed, while Keesing is quite a complex organization — so it can be a challenge to find the right balance there.
The collaboration is smooth and cost-efficient, promises are kept, and reporting is clear and transparent.
CONTACT
Contact Polaris Growth
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