Netaya: Profit-Driven Insights: Strategic Site Redesign During the Pandemic
Netaya, a jewelry brand established in 1999, offers handcrafted jewelry directly to consumers at affordable prices.
Faced with new online competitors during the pandemic, Netaya's quick adaptation to maintain market presence underscores their resilience and commitment to quality and affordability.
Netaya faced the challenge of adapting to a rapidly changing direct-to-consumer (D2C) landscape during the COVID-19 pandemic, as established jewelry brands began moving online.
They needed to maintain their market share and stay competitive against these new, well-funded entrants.
Parkfield Commerce embarked on an extensive analysis of Netaya's business, identifying opportunities for growth.
The solution involved a complete rebuild of Netaya's D2C store, with a focus on improving the customer experience, increasing repeat purchases, and enhancing the average order volume. This included streamlining the path to purchase, personalizing the customer experience with recommender systems, and revamping the site's design and content.
The restructured online store experienced a 73% surge in new customer traffic and a 7% reduction in bounce rate, indicative of a more engaging and user-friendly site. The store also witnessed a 66% increase in repeat users, demonstrating enhanced customer loyalty and satisfaction.
This strategic pivot enabled Netaya to capitalize on the increased online demand and strengthen its position in the D2C jewelry market.
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