The website redesign layout presented by the head office was aimed at the foreign audience. In case of Russia, it was necessary to adapt the design to the behavioral traits of the Russian people.
For example, due to the particularities of the legal regulations on e-commerce, the standard the foreign website version had a two-step checkout process. There are no such legal requirements in Russia, so we suggested making a one-page checkout. Using the data-driven design methodology, we managed to increase the checkout completion rate in the sales funnel. The results of Black Friday came up to proof.