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Product cover image for Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization

Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization

Sheila Roy, Renuka Kamath

Product #:W28030
Supplier:Ivey
Discipline:Entrepreneurship, Marketing
Setting:India, 2021
Details:Case (PDF) • 18 pages • 2023-01-19

Subjects:

Sales and marketingEntrepreneurshipMarketing

Industries:

Goods, trade, and consumer services

Geography:

AsiaIndia
Your Price:$9.71

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Two women entrepreneurs co-founded a profitable direct-to-consumer apparel brand called Suta. In June 2021, as the business owners were planning to increase advertising expenditure and scale up operations, they were confronted with a declining return on advertising spend on social commerce and other digital platforms. The co-founders needed to make use of marketing analytics to examine the effectiveness of their online store in converting visitors into customers and decide whether adopting a conversion rate optimization strategy could help improve performance.

Learning Objectives

The case focuses on data-driven decision-making using the frameworks of conversion rate optimization and customer journey in an online shopping context. It can be used in various undergraduate- and graduate-level management programs to teach e-commerce, performance marketing, digital marketing, marketing analytics, and entrepreneurship. By working through the case and assignment questions, students will be able to
  • understand the key performance indicators used in direct-to-consumer social commerce and analyze their links to decision-making;
  • analyze the customer journey in an online store and the role played by marketing technology tools;
  • learn about the conversion rate optimization process by analyzing data, identifying core problems, developing hypotheses, and suggesting a course of action;
  • identify the key components of a marketing dashboard; and
  • understand the key levers for scaling a business.
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Case Study: Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization (English version) | Ivey Publishing