Ozon is one of Russia's biggest marketplaces but Apple product sales on this platform were not as good as expected. This project was aiming to fix it. The starting point was the research data from Marketing -- the research (polls, social) showed that there is a myth of Ozon being a platform for selling Apple non-genuine, knockoff products. Additional research (traffic data) showed that a lot of customers opt to abandon Ozon product pages in favor of Apple's own website, which contains more product-specific data and product comparisons.

Some other things had to be taken into account as well: the designs had to be simple because the production time is very short (just 5 to 10 days for a product launch) and easy to maintain, because most of the resellers have very limited resources allocated for the task.

Part 1: Sales hub

The first part was to create the Sales hub. Nothing major here, a simple tile-based design was used. I've added the Apple Reseller logo on the very top to underline the official status and linked it to the page explaining what the status means (genuine original products), the hub was also linked to additional promotional pages explaining Apple benefits, such as Services and Security. The hub was advertised throughout the Ozon marketplace (search results, banner campaign). Also added featured Reviews, highlighted the ones that mentioned product authenticity.

Part 2: Landing pages

These are used for product launches and contain detailed product information. Each page is split in several blocks, new product "hero" features:

Product lineup features:

Product comparison / accessories:

Part 3: Product cards

Since the customers can get to the product pages without necessarily visiting the promotional pages, we need to repeat the product information on the product pages themselves. This was achieved by presenting it in a more compact form, using tiles, which were designed to be easy to maintain and interchange, since some products have same features and/or services attached to them. The Comparison and Accessories sections were transferred to the product pages as well. Product page "feature tiles" examples:

Part 4: E-mail templates

As an additional effort, a few e-mail templates were designed (promotional, transactional etc.) and some campaigns executed using the customer data we had, such as their current iPhone model, which was used for comparing it with newer models, promoting the upgrade.

Results:

Just two weeks after launch the Apple brand hub became the second most visited brand hubs on Ozon marketplace. 18% of brand hub visitors added a product to their cart. The A/B tests showed 25% conversion rate increase for the product pages with embedded brand content. The project success led to scaling and adapting it to all other resellers as well. As part of this effort, the icon system (and later a design system) was created.

That's it for now. Thanks for reading!