REIMAGINING A FINTECHS WEBSITE
Taking a traditional eComm website back to 0 and redefining its vision, strategy, design, features and tech stack based on understanding merchant needs and what it means to deliver on the business's purpose of helping SMB's to 'Start, Manage and Grow their business".
The Problem
iKhokha.com had been set up orginally with 1 main focus: to get a user to purchase a card machine.
However over time, we had noticied the behaviour of users on the site changing, the conversion rate dropping, the CAC:LTV exceeding 12+ months and the technology stack not delivering.
The site was costing more than what it was delivering.
Camrin's Role
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Responsible for the end to end delivery of the project within committed timeline and scope
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Drove the insights and solution concepts, off the back of qual and quant understanding
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Constructed the prioritisation framework and roadmap
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Ensured Stakeholder alignment and communication
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Managed risks
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Cleared the path for the team to work
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Vendor analysis for new CMS and securing budget
WHAT WAS DONE
Under my leadership we took the product back to Stage 0 and went through the Product Management Lifecycle starting with in depth into discovery, to create a PLG led product. The result was redefining the websites purpose, shifting it away from being a purchasing moment into a customer-centric ecosystem, that enables iK customers with services, experiences and products to help them navigate through starting, managing and growing their business. Our focus was centered on the stages of the Customer Lifecycle where iKhokha.com could make the most impact (Awareness, Exploration, Engagement & Acquisition), with a heavy focus given to driving compounding growth loops to ensure repeat engagement.
Product Discovery
We got in front of customers (new, old, and none), understanding what it was that they were looking to solve by coming onto our website. What did it mean to them to start, manage and grow a business, what were their pain points, love points etc. We obsessed over the data, what was hotjar telling us, what were our Google Analytics metrics. What was happening with competitors, where were the trends going
Solution & Prioritisation
Through deep analysis of both the qual and the quant data, centered on a powerful HMW, we came up with 7 key insights, that provided the base on which we ideated 10 new solutions, as well as some fundamental ecomm/website hygiene solutions. We took some big bets on some new solutions and rapidly mocked these up to put in front of merchants and testED, whilst others we knew were too big to tackle immediately. With some defined principles, we prioritised using a form of a MOSCOW and formulated a roadmap, lifting and shifting some features from the old site and recreating new ones.
New Tech & Design
The site was built using Hubspot CMS (not a bad tool but definitely not best in class), very klunky, bounded in defined templates and not set for the scale we wanted to go after. Having worked with our PMK team, designers and engineers we opted for a content led CMS operating system that we could control and scale into the broader business as we needed. Further to this, we pushed the bounds of design visually but also through our journeys and micro engagements, leveraging animation, sound and colour to delight. We also relooked lead gen, how it was used and the pipelines / support where these went.
Process Optimisation
Lead generation into the CRM was optimised as we saw significant drop off post submission. We were able to leverage Hubspots pipeline and lead quality ranking to grade leads and drive increased conversion within the golden hour.Lead generation into the CRM was optimised as we saw significant drop off post submission. We were able to leverage Hubspots pipeline and lead quality ranking to grade leads and drive increased conversion within the golden hour.
Content is King
In a world of Gen AI content is king, so we heavily indexed on SEO, embedding it into every page setup, word choice, blog article so that we drove organic and inorganic traffic to the site.
eComm 101
We went back to basics on what it meant to be in the eCommerce game, and drove significant improvements in our product positioning pages, add to cart and checkout experience
Some of the new features that were added
Results
Launched in 4 months
A complete redesign of the website including new features and tech stack!
7 Month CAC:LTV
Went from 12 months to 7 months
54% YOY Conversion
54% YOY conversion increase
48% Increase in checkout conversion
303% increase in Engagement
303% increase in average session duration
Bounce rates reduced by 45% YOY
$20 Acquisition Cost
Acquisition costs reduced to around $20 per lead, through the collaboration with PMK, new designs (in ads) and journeys.
#1 SEO spot
In a competitive market place, we gained #1 spot for the word card machines
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