Oysho is a Spanish clothing retailer specialising in women's homewear and undergarments. The company is part of the Inditex group and has different product lines - lingerie, gymwear, sleepwear, beachwear, accessories and footwear - and its collections are carefully selected, offering design and fashion as well as quality and comfort of the garments. Oysho, established in 2001, is present in 44 countries with over 600 stores worldwide and with online sales in 32 markets
The objective of this project was increase the web conversion optimisation, providing business insights that allowed e-commerce stakeholders to take actions to improve key website processes.
• Provide performance analysis and insights to drive change and maximise site traffic and conversion rates. Definition of business KPIs and create a e-commerce, m-commerce and digital marketing dashboards to apply in each one of the Oysho country websites.
• Audit the DM activity and acquisition campaigns (PPC, SEO, Display, Social, CRM) for all international markets, reviewing the task performed by external agencies and providers.
• Analyse on-site customer behaviour and customer journeys to maximise site and mobile site functionality. Oversee ongoing usability testing to ensure effective evolution of site design, content and functionality