Hikari house service – 35% more sales

Case studyEcommerce
By Pavel Zaslavsky, Mar 23,2022










Hikari house service online store sees over 35% advantage in sales for the tagged products compared to the non tagged products in the same period of time. 49% gap observed in page views, unique users.



COMPANY OVERVIEW


Hikari House Services is a Japanese online store that sells tens of thousands of household products, ranging from clothes to cookware, through toys and laptops. Hikari sells its products through a store on Rakuten marketplace. 


THE PROBLEM


Despite maintaining decent traffic and sales through its Rakuten store, Hikari House Services felt that they are not reaching their full potential, and that they are missing out on more sale opportunities.  
   


THE SOLUTION


Aiming to extract more of their products, Hikari House Services turned to Lisuto to help them add Xtags to their products, in the hopes that it will increase their findability and attract more potential customers, which of course translates to sales.  


METHODOLOGY


To verify the assumption - that tagging products increases their exposure and overall performance compared to untagged products - Hikari and Lisuto have decided to conduct a case study. The goal of the case study has been to examine the impact of tagging on three main KPI’s - sales, page views, and unique user visits. 


The test period began in December 2021, which served as a benchmark for following months, as no products have been tagged at that time. The results of the following two months - January and February 2022 - were then compared to December.   


Only the top 1,000 most viewed tagged products during the test period were used in the case study, and the top 1,000 most viewed untagged products during the same period served as a control group.


THE RESULTS 


The results of the case study are conclusively on the side of tagged products. Throughout the test period, tagged products consistently showed better results and put up better numbers, when compared to untagged products.


Sales




Examining the results of the sales indicator, we clearly see the advantage of tagged products. The beginning of the year, which directly follows the holiday season, often sees a decrease in traffic. However, while untagged products’ sales dropped by almost 50% from December, tagged products only decreased by less than 10%, showing how resilient they are even in low traffic periods. 


The decrease in sales continued into February, but once again, while tagged products maintained a 25% drop compared to December, untagged products fell by almost 60%.


Throughout the test period, tagged products outperformed untagged products by an average of more than 36% in terms of sales. 
  
Page Views



The page view results are quite conclusive and significant. Despite January usually seeing a downturn in traffic, as evidenced by the 22% drop in page views for untagged products, tagged products actually enjoyed an almost 20% increase in page views during this month.


This trend continued through February, as tagged products’ page views increased by almost 42%, compared to another decrease by untagged products of 17%.
 
In terms of page views, tagged products once more demonstrated their superiority over untagged products, by managing to attract almost 50% more page views on average. 


Unique Users 



The results for the unique user visits mirror that of the page views, and strengthen the case for benefits of product tagging. In January, while untagged products lost more than 20% in unique user visits compared to December, tagged products actually attracted more unique users, surging by almost 20%.


In February, on the background of untagged products losing 16% unique user visits, tagged products exploded with a sharp increase of over 42%. 


Overall, tagged products outperformed untagged products in terms of unique user visits by an average of almost 50%!


CONCLUSION 


The case study’s results conclusively show that tagged products enjoy a significant advantage over untagged products, by outperforming them in every KPI examined in the case study. Either by better withstanding an overall downturn in traffic, or by simply bringing much better results, tagged products excelled throughout the test period.


Hikari house service online store sees over 35% advantage in sales for the tagged products compared to the non tagged products in the same period of time. 49% gap observed in page views, unique users.


The results of this case study join a long line of case studies, such as Himeji City Prefectural Shop, Mizuno, Naturum, and more, that corroborate the idea that tagging products helps them perform better in marketplaces.    

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