Duplicate orders down to 0.2%
Duplicate orders in Google Analytics fell from 30% to 0.2%
Easy to use
Customers find products easily and check out in just 2 steps
New website design
A completely redesigned e-commerce website that meets operational needs and is optimized for advertising
4.3x
sales from non-paid channels (Email, SEO…
2.2x
total online sales on a lower budget than the same period last year
Industry
Jewelry, Fashion
Services used
Website Optimization
Marketing
PNJ
PNJ (Phu Nhuan Jewelry Joint Stock Company) is one of Vietnam's leading jewelry companies. Alongside actively opening more stores nationwide, PNJ also wanted to invest in e-commerce and move toward O2O to stay ahead of the trend and keep its leading position
Website
The problem
Although PNJ is a major brand, it had not focused on growing online, so its website had seen little investment.
Design
The pages were unattractive and the colors inconsistent. They didn't show off the products or inspire buyers, which matters most for lifestyle products
The menu and category structure were poorly organized
Key pages such as product pages and the cart showed a lot of unnecessary information. The checkout flow was complicated and made it hard for customers to pay.
No marketing support
Google Analytics Enhanced Ecommerce was not set up
There was no duplicate-order prevention, so the duplicate rate reached 30%, which inflated profits and made reconciliation difficult
Email marketing content and flows were not optimized
The website had no SEO foundation
Optimus's solution
Design
Researched and designed a UI/UX suited to a jewelry e-commerce site, meeting both aesthetic and shopping-experience needs
Restructured the menu, categories and website links
Redesigned a simpler checkout flow
Marketing
Set up Google Analytics Enhanced Ecommerce
Set up duplicate-order prevention
Restructured the flows and rewrote the email marketing content
Redesigned the SEO foundation while rebuilding the website
Performance marketing
The problem
PNJ needed to grow e-commerce alongside its store chains, moving toward O2O to stay ahead of the trend and keep its leading position
Marketing
Paid: run in the traditional branding style (focused on reach and engagement) and ineffective at driving sales
Non-paid: none of the non-paid channels had been invested in. SEO had many issues holding back growth. Email marketing was basic, with no tracking of sales, open rates or click rates.
Optimus's solution
Built a marketing strategy for Gold and Silver, driven by paid channels at first, with a roadmap to grow the share of non-paid channels over time
Designed marketing programs to make use of PNJ's existing offline customer base
Redesigned all emails and the existing email-sending rules, and set up email tracking
Rebuilt the SEO foundation, making use of PNJ's wide range of attribute filters
Ran and optimized the ads
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