Arkopharma: Optimizing and Accelerating the Customer Journey
Founded 40 years ago, the pharmaceutical laboratory Arkopharma is the French and European leader in natural plant-based medications and dietary supplements. With more than 250 references, Arkopharma covers any customer need thanks to its French products, natural and organic, based on plants that respect the body and its organisms.
Two years ago, Arkopharma launched an online survey about their website. According to the answers, their users expected two things : - An optimized navigation and user experience on their website ; - New features such as the possibility to purchase Arkopharma's products directly on their website. The brand's response was to redesign their website and to add a Where to Buy solution to it. Click2Buy then appeared like a perfect compromise to meet customers' expectations, as well as the brand's marketing needs.
The main problem about having a "corporate" website was the lack of conversion. To solve this rapidly, they needed a solution that is easy to implement, functional and responsive ! It is Click2Buy's support team that facilitated the implementation and optimization on the website of every widget.
Arkopharma's goal was to meet their customers' expectations by offering them the possibility to end their navigation purchasing the product they like. The notion of conversion was lacking on their website. Thanks to Click2Buy, they are now able to convert directly from their website and any other digital communication media, while collecting every conversion rate of their references.
DATA TO OPTIMIZE DIGITAL STRATEGIES
Beyond regular data (ROI & turnover), Arkopharma focuses on the number of clicks regarding the volume of views. When the gap between views and clicks / conversions is too big, data collected by Click2Buy allow them to better assess the efficiency of their product pages.
BUYER'S JOURNEY ADAPTATION
To maximize the simplification of the customer's journey, we co-built a new type of widget to fully meet their needs. The geolocation step added an unnecessary clic to the conversion process. This slowed the conversion for no reason, knowing that the laboratory only displays e-retailers on the solution. Thanks to this improvement, their engagement rate considerably grew (+30%) !
MEDIA CAMPAIGNING ADVICE
The majority of the brand's digital campaigns are on Youtube, media on which it is very easy to implement our solution. Arkopharma met with our teams to discuss how they could use Where to Buy to easily monetize their audiences directly from their digital communication media.
“If I had to sum up our collaboration, I would say flexibility, and agility. Click2Buy is an efficient solution, that can be deployed within a few weeks. We had specific needs and Click2Buy managed to respond to them within the allotted time.”
Reda Asmani – Digital Manager Arkopharma Group
The results obtained with Click2buy
of engagement rate during the first 6 months
more engagement rate since the adaptation of the solution
more qualified traffic on their website
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