Streamlined customer journey and increased conversions.
- ICA
- 2020-12-07
- Content production, advisory services, and project management
At ICA, we were involved in various projects, such as supporting the web editorial team, optimizing the customer journey, improving purchase flows, and strengthening internal communication in preparation for an office move.
"Working with such an established brand as ICA has been educational. To optimize e-commerce, we've worked on understanding the needs of our various target groups. Behavior changes as technology evolves, so it's important always to be moving forward!"
From conversion to internal motivation
For ICA, e-commerce is just as important as physical retail today. ICA Online's web editorial team is responsible for all content in the online stores and needed additional support from experienced web editors. Together with ICA, we've tested, optimized, and carved out smoother customer journeys, increased conversions, and inspired content on the web and social media.
ICA was also undergoing a major project involving a move to a new office and an entirely new way of working for all employees. This required extra effort and resources for internal communication. We stepped in with a consultant who helped create relevant content and ongoing information to generate interest and curiosity about all the new changes.
The result – increased conversions and internal communication
With testing, hypotheses, more testing, and smart copy, we, together with ICA Online's existing web editorial team, were able to improve purchase flows and increase conversions. They got a steady editorial team that handled all the daily operations while developing and learning more about user needs.
In the project surrounding the office move and the new way of working, internal communication served as an information channel and an important motivator and interest generator for the upcoming changes. A significant task!