October 2022
Project summary
Assisting a start-up during the product/service ‘fine-tuning’ phase and preparing for project scaling, including the implementation itself.
AITOM was tasked with identifying the reasons for the low number of subscribers and, based on its analysis, redesigning the website and updating its content to increase the client’s revenue by at least 50%. This target was exceeded many times over.
| Client: | Toys and Stories |
| Project launch: | October 2022 |
| Price: | less than a hundred thousand CZK |
| Segment: | B2C |
| Industry: | Toys, Subscription business |
| Services: | Initial study, marketing strategy, development, UX/UI, market research, user testing, online marketing |
Toys and Stories
The online rental service for educational toys, Toys and Stories, brings children and their parents not only plenty of fun and joy, but also a responsible and environmentally friendly approach. Did you know that children tend to lose interest in a new toy after about a month of play? This is one of the reasons why we believe that it is not necessary for every child to have their own toy. One toy can easily be shared by several children, thereby extending its lifespan. We don’t waste natural resources and we teach children that it’s better to borrow things we only need for a short time. This benefits both our wallets and the planet.
What’s more, at Toys and Stories we take great care in selecting the toys we offer you. All our toys are safe, high-quality and support children in their natural development. We have hundreds of wonderful toys on offer: educational, didactic, inspired by Montessori or Waldorf pedagogy, as well as those that babies and pre-schoolers will enjoy playing with. Let’s show children together that they can have everything they want or need in life without harming the environment.
Brief
The main objective of the project was to gather relevant data for a complete redesign of the current website. Its implementation was scheduled to take place within 6 months of obtaining all necessary data; therefore, in the first phase of the project, the existing website was optimised whilst making the most efficient use of the client’s financial resources. The aim of this phase was to achieve a month-on-month increase in subscriptions of at least 50%.
Project Objectives
- Acquiring new customers Primární cíl
- Simplify the service
- Communicate clearly
- Optimization for mobile devices
- Filter options in the catalog
Proposed solution and implementation
The project went through two main phases – first, an initial study was carried out, which included target group analysis, a marketing strategy and user testing. Based on the findings, key modifications were implemented, including quick fixes to the existing website and a subsequent complete redesign of the service, which was supported by a new marketing campaign.
Phase 1 – Initial Study
In the first phase, an ‘Initial Study’ was carried out, which included:
1) A workshop with the owner to identify objectives
2) A telephone survey of 10 current customers – findings
3) Proposal for a business model and marketing strategy
4) User testing with a potential target group of mothers (5 testers) – findings
Phase 2 – Implementation of Suggestions for Improvement
Based on the outputs from the above analyses, the project continued with the implementation of suggestions and proposals for improvement:
Step 1 – Quick fixes/adjustments to the current website
:– Content changes aimed at increasing the conversion rate of the existing website (adding explanatory text regarding how the service works, addressing potential concerns about making a purchase).
– Speeding up the website through WordPress
modifications and updates.- Adding a “Price List” button to the
menu- Filming and adding an explanatory video to the homepage and the “How it works” section
.- Modifying features to improve navigation on the website (adding intuitive filtering, etc.)
Step 2 – Complete redesign of the website and service The main conclusion
drawn from surveys and testing was that the pricing concept and the mixing of “gold coins” was incomprehensible to people; we therefore decided, together with the client, to completely redesign the service.
We implemented the following key changes:
Removal of ‘gold coins’
Mobile-first approach (mums mainly use their phones and the original website had poor responsiveness)
Simplification of packages and their prices, and inclusion of delivery in the basic subscription
Simplification of the service – one-page website catalogue
Step 3 – marketing campaign
With the launch of the new website created in Step 2, the project was supported by a new marketing campaign.
Project results
Following the implementation of the first project step – i.e. incorporating changes to the original website – monthly subscription revenue increased from CZK 10,077 (May 2022) to CZK 33,536 (August 2022), even without any paid marketing support.
Overall, the project recorded a 333% increase in revenue three months after the implementation of the first changes. The month-on-month increase was 150%, meaning the original target was exceeded threefold. Following the launch of the new website and marketing campaigns, we expect a month-on-month increase in subscribers of between 300% and 500%, based on the surveys conducted.
The Toys and Stories project confirms that marketing based on properly analyzed data and a well-chosen strategy has a significant impact on the success of any service.
Project highlights
Client reference
Winner of the IEA competition
In 2022, this project won first place in the prestigious Internet Effectiveness Awards in the
categories “Websites and Portals” and “Ecology”.
Furthermore, in 2023, it won first place in the “Validation Challenge” start-up competition at Prague Castle.
Conference recording
