NJOY e-commerce Case Study

The Brief

Making e-commerce a core function of NJOY’s business.

Challenge: Build a comprehensive e-commerce solution based on 4 fundamental phases

Incentivize consumers to signup, try products, and become regular

NJOY customers.

A site that drive sales and can easily expand to foreign markets.

Destination Results

💳⚑

?

Introducing new product to consumers who’ve never

heard of it

Unfamiliar ProductHighly Regulated industry with strict rules in Age Verification,

Taxes, and international markets.

Overcoming Regulations

📕

18+Age Affirmation

📫Shipping Address

💳Capture Payment

📦 TaxCloud

👤Age Verification

⚑Correct Country

ACorrect Language

💳Verify CC information

📦Correct Shipping

⌂ Fulfillment

📰Customer arrives on homepage

💳Customer finished

checkout

Overcoming Regulations: Integrating various 3rd party APIs to handle all of the regulations and e-commerce functions behind the scenes.

Destination: A flexible e-commerce solution built to accommodate analytics, mobile, and internationalization from the ground up.

Built on and continuously tested

by analytics, A/B testing, KPIs, and Cohort analysis. (Optimizely, GA,

Segment & Mixpanel)

A framework for internationalization

that easily expands to new markets.

(WebTranslateit)

About 50% of njoy.com traffic comes from mobile so

we built a fully responsive site.

Data & Analytics

Mobile First Internationalize

A/ 📞 ⚑

Design starts with understanding people

Introducing consumers to an unfamiliar product starts with design research to see the world from their point of view.

Casual Vapers

Everyday Vapers

Smokers looking to switch

Regular Smokers

Vapologists

Men & Women

From Mid 20s to

Late 40s

We spoke with 40+ people to discuss their needs and habits

👥 ☁

We used various qualitative research techniques

We launched 2 sites for NJOY with distinct but related brands

Conversion: 3 sites, higher conversions, new countries, and increased online revenue.

Expanded to 4 countries from 1

from 0% to 24% revenue in the US vaping category within 6 months

Increased e-commerce revenue by 4 x

42% Checkout conversion rate, higher than industry average

4

42% 1/4

4x

3

Sites launched in less than 1 year