Kogan

How Kogan Grew New Customer Acquisition from Search by 105% with Personalised Landing Pages

Client: 
Kogan

Industry:
Consumer goods

Specialisation:
Online retail

Channel:
Organic search

$ 0 M+
Additional annual revenue from new customers via search.
0 x
ROI from Longtail UX as a channel.
0 %
Year-on-year growth from new customers via Longtail UX landing pages.

Company

Kogan is one of the most innovative online retailers in the market today, servicing more than two million active customers and reaping $400 million in annual sales since its birth in 2006.

Kogan prides itself on providing a level of experience that caters to a demographic who aren’t afraid to shop around for the best products on the market. This dedication to customers who value choice means Kogan has to provide the best search experience in the industry. They turned to Longtail UX to help them provide the perfect experience for every search.

Kogan Category Landing Page

The challenge

Kogan competes across many highly technical and specialised needs in electronics and home goods, and their customers search according to those highly detailed specifications. Traditionally, eCommerce sites would offer one product on the landing page that matches the shopper’s search. This was not up to Kogan’s standards. They wanted landing pages comprised of multiple products that matched the customers’ exact needs at that exact moment.

Our solution

The Longtail UX team first found the top terms Kogan customers searched for that lacked a landing page with many buying options that met their need. Kogan’s marketing team chose 35,000 search terms, and Longtail UX created the pages and optimised them for a better user experience.

Below are the landing page “before and after” snapshots for the search, “mini displayport to hdmi female adaptor”:

Kogan HDMI Landing Page

Before implementing LUX Smart Pages, landing pages presented as the above; in this instance, a single product landing page experience for the search term, “mini displayport to hdmi female adaptor”.

The new landing pages returned multiple products matching the shopper’s search needs. This provides a better suited and personalised search journey, as seen below. 

Kogan Category Landing Page

After, a multi-product LUX Smart Page presented the user with an experience for the search term, “mini displayport to hdmi female adaptor” as displayed above, with variations by type, hertz, voltage, length, colour, and more.

The multi-product landing page also showed optimised UX improvements over time from the cooperation between the Kogan marketing team and the Longtail UX frontend team.

The results

Kogan has won thousands of new lifelong customers with their new landing pages from Longtail UX. They earn more than $10 million per year in revenue from their customers’ first shopping experiences alone.

The ROI from Longtail UX is impressive, at 50x for first shopper purchases and much more with repeat buying factored in. This growth of new customer acquisition via personalised search is only increasing, with 105% year-on-year growth this year.

Why clients love us

“We started working with Longtail UX with the goal to attract more new customers to our site and significantly increase revenue through our online channel. Since launching in November 2020, LUX has become a valuable asset to our online marketing strategy. Their dedicated teams are transparent, highly communicative and laser-focused on achieving our particular goals. Within a month from launch, we saw incredible results, which is a testament to their hard work and ability.”
Jadon Stewart
SEO Strategy Lead
“Longtail UX delivered strong results with increased organic traffic (+230%)and revenue (+152%)since implementation. The key to this success has been the performance of non-branded terms [where] we weren’t necessarily competitive previously.”
Roy Ripepi
Digital Marketing Manager
“Customers are going to expect a shopping experience that is highly personalised, that gives them all the information they need, and that’s super-convenient.”
Kate Morris
Founder
“We are extremely happy with the results that we got by working with Longtail UX in our marketplace in Mexico. The results are great because of the impressive teamwork and coordination between the local team in Mexico and the Longtail UX team, which has been proactive and very responsive with our requests. Definitely recommend their services!”
Paloma González Martínez
Chief Data Officer
“F***ing great!”
Mariano Favia
Head of Marketing