Case Wessel: a passion for meat and CRO


Who is Wessel?

Wessel is a Hungarian company that started in 1830. In 1956, the family fled communism in Hungary and was welcomed by Brazil. Two years later, they opened the first Wessel butcher shop on Brazilian soil. Today, they have a factory and retail partnerships, selling their meats and especially hamburgers in various supermarkets across the country.


What challenges did Wessel face?

Wessel built its website with a section for selling its products. However, they felt that conversions were slow. "How can a website as beautiful and clean as Wessel's have so few purchases?"

Well, that's what started to make the team restless, and they felt the need for external help, a team specialized in conversion that could help them optimize the site to increase sales.

The interesting thing about Wessel is that on their website, they sell products to both individual customers and businesses. So, in this case, the optimization had to be designed for both audiences.


Why did Wessel implement CRO with Deza?

Wessel is a brand that has always cared about its customers' experience, and that's why it sought to increase its digital presence safely and sophisticatedly.

To assist the Wessel team with strategies for increasing conversion, they relied on Deza, mainly due to our ability to identify problems and understand technical and tactical feasibility according to the company's strategies.

So we started doing what we do best: solving digital problems for our clients. We gathered our team and began to develop studies and analyses, seeking the best way to understand and solve the problem.


What strategies were implemented by Deza?

We analyzed the entire website with the help of Crazy Egg, a heat map tool,

which shows how people interact with the site so that it is possible to use this

information to improve the user experience, through heat maps, recordings, A/B tests and much more.

After some studies, we understood that the Wessel team was experiencing high demand in customer service and that users had doubts about whether it was possible to make purchases through the website and wanted to know where they could go to buy in a physical store.

Through the heat map versions, we understood how customers interacted on the website, whether accessed via mobile or computer, and we developed a survey to improve customer experience.

The sample was as follows:

Total of 128 customers with the profile:

  • Wessel Customer
  • Individual buyer

We used the quantitative online methodology with a focus on validating our assumptions and were able to find some relevant actions.

For those who access the site via mobile:

  1. Most popular area of the site, with low utilization. The main button is located in this area, but it is the only clickable element in the entire region, missing opportunities for clicks on the background image (which is the largest area of the screen) and on the text "Passion for meats since 1830";
  2. Blocks with product line purchase suggestions are considered a great area of the site, with popularity between 75%-90%. It can be redesigned (larger/highlighted navigation arrows, title and image with more contrast);
  3. On mobile, the "organic", "our partners", "barbecue calculator" and "newsletter" blocks go unnoticed by visitors. They fail to attract or retain the audience.

For those who access the site via computer:

  1. There is a large number of rage clicks on the homepage banner, indicating many people repeatedly clicking on the background image because they think it should be clickable, as well as the title "Passion for meats since 1830."
  2. The "Shop by product lines" block has a high number of clicks, indicating that visitors are very interested in exploring, clicking the arrows to see more product options.
  3. Most popular area of the site, however, there is no CTA in text, button, or link to any page or product.

These and other points were noted and shown to the client along with recommendations for improvements.


What were Wessel's results?

After all the analysis and study on the conversion rates on Wessel's website, we built a document with all the recommendations for:

  • Institutional block "Wessel history"
  • Institutional block "Wessel Experience"
  • Block "Wessel Barbecue"
  • Block "Organic"
  • Block "Our partners"
  • Block "Barbecue Calculator"
  • Newsletter

After client approval, we developed a new layout for the Wessel homepage with all our suggestions, and the final result was excellent.

Do as they did. Invest in a consulting service for implementing improvements focused on conversion on your website. And count on us.