How we Revitalized the E-Commerce Platform of a Leading European E-Book Editor and Distributor

Client Background:

Sailpeak, a premier management consulting firm, took on the challenge of assisting one of Europe's leading e-book editors and distributors. The client faced a downturn in the performance of its e-commerce platform, prompting the need for a comprehensive strategy to identify and implement solutions to reignite growth.

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Objective:

The primary goal of Sailpeak's mission was to diagnose the issues affecting the e-commerce platform and implement concrete solutions to revitalize its performance.

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Key Challenges:

1. Declining organic traffic, which historically constituted the main source of site visits.
2. Lack of diversified acquisition loops via Growth Marketing.
3. Limited insights into business analytics for informed decision-making.

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Sailpeak's Approach:

1. Enhancing Organic Traffic: Sailpeak initiated a thorough analysis of the organic traffic acquisition process. The key activities included:

• Competitive Edge Analysis: Conducted a thorough competitive analysis to identify market gaps and opportunities, ensuring our client maintains a leading position in the industry.
• Technical Excellence for Search Dominance: Implemented SEO technical audits aligned with Google algorithms, optimizing technical standards for enhanced search engine friendliness.
• User-Focused Website Optimization: Prioritized optimal user experiences by evaluating and improving Google Core Web Vitals, enhancing mobile friendliness, and addressing on-page SEO elements like meta tags and header titles.
• Swift Indexing for Immediate Impact: Accelerated the indexing process through a strategic sitemap submission, ensuring our client's content is promptly discovered by search engines, leading to rapid market impact.

This strategic approach not only increased organic traffic but also positioned our client as a prominent market player, driving sustained business growth and online prominence.

2. Diversification through Growth Marketing: To diversify acquisition loops, Sailpeak adopted a customer-centric approach:

• Analyzed user behavior patterns through analytics.
• Conducted interviews with 10 customers in each segment to understand their needs and preferences.
• Formulated hypotheses based on customer insights.
• Tested hypotheses through strategic interventions in product design, pricing, product marketing, and site UX.
• Established the foundations for Growth Marketing, including the selection and integration of a new Marketing Automation tool.

3. Transversal Data Analytics Track: Sailpeak implemented a cross-functional data analytics track to enhance decision-making:

• Provided relevant analytics for a comprehensive understanding of the business.
• Formulated hypotheses based on data insights.
• Facilitated educated decision-making through actionable data.

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Results:

1. Organic traffic increased by 80% within the first three months, restoring it as a primary source of site visits.
2. Growth Marketing initiatives led to a 50% YoY increase in customer acquisition and an all time high new MRR (monthly recurring revenue), only 6 months after the implementation.
3. The implementation of a robust data analytics framework empowered the client with actionable insights, facilitating informed decision-making.

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Conclusion:

Sailpeak's multifaceted approach addressed the client's challenges comprehensively, resulting in a significant turnaround in the performance of the e-commerce platform. The collaboration showcased the effectiveness of a holistic strategy encompassing organic traffic optimization, growth marketing, and data-driven decision-making.