Topline Growth and ROI Uplift in the EC and Subscription Domain

[Engagement Details]
In this project, we went well beyond simple website renovation, delivering comprehensive Digital Transformation (DX) support to optimize the revenue structure of the entire business.

• Migration to a modern technology stack and performance optimization: For a legacy EC platform, we introduced the latest front-end technology (a modern technical implementation). Focusing in particular on improvements to Core Web Vitals (CWV), we executed rigorously on rendering-speed optimization and image-delivery efficiency. We secured a smooth UX — where users can browse and purchase products without friction — from a technical standpoint.
• Fundamental UX/UI improvements and redesign of the measurement foundation: We redesigned the measurement environment from the ground up to enable precise analysis of user-behavior data. We reviewed configurations for tools including GA4 and provided visibility into friction points where users were getting stuck. Based on this data, we iteratively executed UI updates that smoothed the flow from add-to-cart through to checkout completion.
• Integrated omnichannel flow design: We designed the user flow to capture not only digital advertising but also inflow from mass media such as TV commercials. We hardened the infrastructure to withstand traffic surges during TV-commercial airings and strengthened landing-page optimization and cross-channel attribution analysis to efficiently convert audiences reached through mass media into EC purchases and recurring subscriptions.

[Challenges]

• Stagnant ROI: Despite continued advertising investment, usability and performance issues on the EC site limited conversion (CV), and ROI was deteriorating.
• Aging system and slow page-load times: Relative to a global-standard brand image, the site behaved sluggishly, with particularly high drop-off among mobile users.
• Insufficient data measurement: The causal relationship between offline initiatives such as TV commercials and online results was unclear, limiting the organization's ability to make end-to-end optimized marketing decisions.

[Results]

• Substantial uplift in revenue performance: ROI was up +180% year over year, dramatically improving marketing-investment efficiency.
• Dramatic improvement in conversion rate: CVR rose by an average of +360%, and at peak performance reached +390% — a multi-fold gain.
• Higher purchase-process completion rates: Cart-completion rate averaged +160%, with a peak of +220% — substantially reducing lost-opportunity costs from cart abandonment.