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Challenge: Build a comprehensive e-commerce solution based on 4 fundamental phases
Incentivize consumers to signup, try products, and become regular
NJOY customers.
A site that drive sales and can easily expand to foreign markets.
Destination Results
💳⚑
?
Introducing new product to consumers who’ve never
heard of it
Unfamiliar ProductHighly Regulated industry with strict rules in Age Verification,
Taxes, and international markets.
Overcoming Regulations
📕
18+Age Affirmation
📫Shipping Address
💳Capture Payment
📦 TaxCloud
👤Age Verification
⚑Correct Country
ACorrect Language
💳Verify CC information
📦Correct Shipping
⌂ Fulfillment
📰Customer arrives on homepage
💳Customer finished
checkout
Overcoming Regulations: Integrating various 3rd party APIs to handle all of the regulations and e-commerce functions behind the scenes.
Destination: A flexible e-commerce solution built to accommodate analytics, mobile, and internationalization from the ground up.
Built on and continuously tested
by analytics, A/B testing, KPIs, and Cohort analysis. (Optimizely, GA,
Segment & Mixpanel)
A framework for internationalization
that easily expands to new markets.
(WebTranslateit)
About 50% of njoy.com traffic comes from mobile so
we built a fully responsive site.
Data & Analytics
Mobile First Internationalize
A/ 📞 ⚑
Design starts with understanding people
Introducing consumers to an unfamiliar product starts with design research to see the world from their point of view.
Casual Vapers
Everyday Vapers
Smokers looking to switch
Regular Smokers
Vapologists
Men & Women
From Mid 20s to
Late 40s
We spoke with 40+ people to discuss their needs and habits
👥 ☁
Conversion: 3 sites, higher conversions, new countries, and increased online revenue.
Expanded to 4 countries from 1
from 0% to 24% revenue in the US vaping category within 6 months
Increased e-commerce revenue by 4 x
42% Checkout conversion rate, higher than industry average
4
42% 1/4
4x
3
Sites launched in less than 1 year
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