 Conversion optimisation leads to increased sales for one of Europe’s

leading hip hop stores

Def-Shop.com provides Europe’s largest selection of hip hop clothing. Most of its sales are to the
German market. In April 2009, Def-Shop began working with Conversion Rate Experts to help
increase its profits. Early tests on key pages have resulted in increases in conversion rate of 20%,
63% and 115%. Here are some of the activities that Def-Shop and Conversion Rate Experts have
collaborated on:

● E-commerce sites have several core functions, one of which is ‘matchmaking’ – the site needs to
show products that the visitor is most likely to be interested in. There are several ways of doing this,
such as product recommendation engines, search boxes, information architecture and navigation.
An analysis of Def-Shop’s site revealed great opportunities for improving the information
architecture and navigation.

● It’s important to give visitors reasons to buy from your site rather than from your competitors.
Conversations with Def-Shop’s staff revealed ten compelling advantages to ordering from Def-Shop;
for example, Def-Shop has the largest selection, it has a great returns policy, and it has great
credibility, in the form of associations with MTV and hip hop celebrities. This information was made
prominent at key points in the conversion funnel. Many successful businesses are based around a
community of customers that share the same passions, values and interests. Def-Shop’s CEO,
Alexander Buchler, is passionate about hip hop culture, and feels that hip hop lacks a cultural focus
in Europe. Conversion Rate Experts have encouraged Alex to invest in creating a whole community
around Def-Shop, so the company becomes a focus for hip hop culture, rather than being just a web
store.