Compra Certa is Whirlpool's Marketplace, the largest home appliances company in Brazil and one of the largest in the world. The main competitors are big brands such as Fast, Leroy Merlin and others from Brazil: Camicado, Magazine Luiza, Ponto Frio and Casas Bahia.
Context
The Compra Certa Blog has proven to be of great strategic importance for the company, as it offers an opportunity to strengthen the brand, increase consumer awareness about it, and create relevance in the digital space by providing rich content on topics such as how to choose products, home management tips, recipes, DIY guides, and showcasing the brand's product offers. The blog should act as a shopping support tool, inspiring consumers and giving them more confidence in their choices, thereby generating purchase intent, driving traffic from the blog to the e-commerce platform, increasing sales, and reducing returns—which represent a significant financial loss for the company.
It was essential to position it as a reference in home management content: an inclusive environment that informs, engages, and enhances the user experience to make it complete and satisfying.
The Problem
It was observed that most competitors have well-structured blogs, highly ranked in Google searches, and featuring strong topics. In contrast, the reality of the Compra Certa Blog was a space completely disconnected from the brand's strategy and positioning, lacking depth in its topics, with confusing navigation, a need for layout and usability improvements, no relevance in organic searches, and requiring code corrections. Additionally, it missed opportunities to serve as a lead generation channel and drive traffic to the marketplace platform. See the old version of the blog below:
Blog's old version:
KPI's
• Returning visitors
• Total session acquisition rate
• New newsletter registrations from the Blog
• Increase Blog Entry Rate for E-commerce
• Purchase recurrence
Discovery Process
• Benchmarking, Writing, and SEO analysis.
• Competitor analysis.
• User journey, analysis, search behavior, consumer profile and interests.
• Data collection from recent periods, including: link interaction, new users, total sessions, bounce rate, and average engagement time per session
• Usability testing.
• Empathy map.
• Persona creation.
• Hypothesis generation and opportunity identification.
Ideation Process
• It was defined that the main focus of the Blog should be on well-structured editorial categories, and the Card Sorting tool was used.
• Definition of features and information architecture.
Competitor Analysis
Benchmarking Analisys
Information Architecture
Card Sorting
Empathy Map & Persona
Delivery Process
• Creation of wireframes.
• Evolution to low and medium-complexity prototypes, always working in collaboration with stakeholders and the development team.
• Creation of a high-fidelity prototype to conduct usability tests through Testa Isso and Maze. Participants had tasks to complete, considering KPIs such as: ease of finding certain information, going to the Compra Certa store, and subscribing to the Newsletter. The insights were valuable, and the structure proved relevant and functional for users.
• All work was carried out with a robust communication plan in mind, utilizing multiple channels for awareness.
Mobile Version
Desktop Version (tap to enlarge)
Results
• Increase in organic traffic in 152% from March 2022 to Jan 2023 .
• Improvement in loading time (5x faster).
• Growth in Newsletter subscriptions: 34% in the first 3 months.
• Increased flow from Blog to E-commerce.
