PROBLEM
Ads brought clicks; a phone call killed the sale
Online sales were stuck at 6% of revenue while ad spend on Yandex Direct and Meta kept climbing. Checkout had no Payme or Click integration, so every online order fell back to cash-on-delivery and a manual confirmation call — buyers took 45 minutes on average to get from ad click to a completed checkout, if they finished at all. Meanwhile marketplace competitors offered one-tap payment and same-day delivery.
✕Online sales were just 6% of revenue — the rest walked into 4 physical stores;
✕No Payme or Click — every online order fell back to cash-on-delivery and a phone call;
✕Yandex Direct and Meta ran without ecommerce tracking, so spend couldn’t be tied to orders;
✕Average click-to-checkout stretched past 45 minutes, well behind marketplace competitors.
SOLUTION · 10 WEEKS
Checkout that takes minutes, ads that chase orders
We rebuilt the buying path end to end: native Payme and Click checkout inside WooCommerce, full ecommerce tracking, and Yandex Direct and Meta campaigns rebuilt around cost per order instead of clicks.
WEEKS 1–2
Audit & tracking foundation
Audited the WooCommerce funnel and ad accounts; wired GA4 and Yandex Metrica ecommerce tracking with Meta Conversions API to see real cost per order.
WEEKS 3–5
Payme & Click checkout
Integrated Payme and Click directly into WooCommerce checkout, cutting the flow to 3 steps and removing the forced confirmation call.
WEEKS 6–8
Yandex Direct & Meta rebuild
Rebuilt campaigns around product-level CPO targets, added a dynamic catalog feed for Meta and Yandex Smart Banners, and layered in retargeting.
WEEKS 9–10
Optimization & scale
Reallocated budget to the categories with the lowest CPO, trained store staff on the new order flow, and rolled the setup out across all 4 stores’ online catalogs.
RESULT · 6 MONTHS
Online went from side channel to 29% of revenue
| METRIKA | PŘED | PO | ZMĚNA |
|---|---|---|---|
| Revenue share from online orders | 6% | 29% | ×4.8 |
| Cost per order (CPO), blended | $50 | $29.50 | −41% |
| Avg. time, ad click to completed checkout | 45 min | 18 min | −60% |
| Orders paid via Payme/Click | 0% | 64% | NEW CHANNEL |
| Online orders / month | 215 | 905 | ×4.2 |
“The phone call was our biggest drop-off point and we didn’t even know it. Once Payme and Click went live, the same ad budget started paying for itself.”