Ikea.com is one of the top e-commerce site in France (ranked 155 in France). 120 million users visit this site every month. But, only 2.2% of these users buy products. We rate its effectiveness 6.5 out of 10. [1]

Comparing with its peers

We have classified ikea.com as a leader in its marketing effectiveness, when compared to its peers in France. It has relatively better sign ups when compared to engagement.

Bottlenecks

It has 2 main bottlenecks in its marketing effectiveness:

1. Signups: 87% vistors don't signup

A huge number of the users who visit ikea.com do not sign up. This is especially prominent in mobile website, where 91.4% of users don't signup. Without user's identity, the products are not personalized for individual users and there is no further chance of engaging the user through email. This causes the largest conversion drop off at ikea.com.

2. Engagement: 90% visitors don't engage

90% of the visitors who visit ikea.com don't add products to the cart. An average user visits the site atleast 3 times before making the buying the decision. Currently, ikea.com sends few emails (like cart recovery email) to re-enagage users. This inability to bring back registered users through personalized recommendations causes the second biggest drop off in conversion.

These 2 bottlenecks cause significant drop in conversion. We recommend channel specific solution to solve these 3 conversion bottlenecks. We recommend that you solve the anonymous users problem on mobile and registered but unengaged users on email.