Company Overview

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70-90% of melanoma cases in Europe are attributable to UV radiation, so Pitaya — a Ukrainian online retailer — innovated a clothing line that strikes the perfect balance between catching rays and staying safe. 

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Challenge

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Problem 1 

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Although Pitaya’s UV protective clothing are some of the best of its kind, customers don’t read the fine print - and that’s where the value of their offer was hiding. With plenty of competition for fashionable summer apparel, Pitaya was struggling to leverage their unique advantage. 

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Rather than standing out as a unique fashion brand, they noticed shorter customer session durations, a rise in abandoned carts and traffic that averaged their competitors. This trend signaled a need for an enhancement in user education and shopping experience.

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Problem 2 

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Pitaya wasn’t just seeking to better communicate the exclusive value of their products to drive revenue. Their checkout, originally designed for a single country, had policies, fees, and product availability intermingled, driving the need for customized checkouts that better served each demographic in their international audience. 

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Solution 1 

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To kickstart Pitaya’s makeover, the Popup team collaborated to design education-focused customer journeys. These included: 

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1. Informing customers on the harmful effects of the sun, driving the need for their apparel. 
2. Showcasing the innovative and exclusive designs, promoting the rarity of their product. 
3. Demonstrating case studies from happy customers to prove the legitimacy of their brand. 

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With multiple journeys, Pitaya could re-target customers numerous times with each interaction offering a new educational tidbit. This solidified their value proposition without overwhelming the customer and also helped them leverage their speciality. 

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Solution 2 

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To solve the chaos of a crowded check-out, Pitaya designed niche stores for each country they sell to, offering tailored shipping policies, fees and product selections based on a customer's location. They customized each checkout with automated actions that introduced upsell or downsell, based on customer behavior and simplified the experience for visitors by localizing the messaging and feature collections. 

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Results

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With customers now aware of the unique value proposition of Pitaya, not only did sales increase, but customer conversion and satisfaction were raised. The simplified management of multiple stores through a single admin has also allowed Pitaya administration to streamline their international sales without the hassle of congested checkouts and running multiple stores through fragmented accounts. 

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If your unique selling points aren’t receiving the attention they deserve, maybe it’s time to consider building exclusive journeys that’ll influence sales and increase revenue. Our friendly team at Popup can set you up in just a few minutes! 

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