Full-stack e-commerce overhaul drives higher conversion for Utake
EZCA rebuilt Utake's analytics, UX, and Yandex.Direct architecture — turning fragmented data into a revenue-optimized growth engine.
Utake is the official online retailer for Resanta, Huter, and Vikhr power and garden equipment in Moscow. EZCA ran a comprehensive digital overhaul: end-to-end analytics implementation, UX improvements to search and cart, checkout simplification, trigger notification systems, and a restructured Yandex.Direct presence. The result was higher conversion rates, improved average order value, and a fully instrumented funnel for ongoing optimization.
Fragmented analytics and an underperforming site were hiding revenue the client was already earning.
Utake operated across multiple analytics systems that didn't agree with each other, making it impossible to understand true customer behavior. The site's search function and add-to-cart flow were underperforming, and checkout friction was high. Without a unified data picture, campaign decisions were guesswork. Any founder running a multi-SKU store on Yandex.Direct without end-to-end tracking will recognize this: you're flying blind on which products actually drive margin.
EZCA replaced guesswork with a unified analytics stack and rebuilt the site's conversion infrastructure.
EZCA started by reconciling data discrepancies across analytics platforms and implementing end-to-end attribution — mapping each visitor touchpoint to purchase. On the UX side, the search bar was redesigned and the add-to-cart flow was rebuilt to include related-product suggestions, directly lifting average order value. Registration and checkout were streamlined, with social login integrated to reduce drop-off. A trigger notification system was deployed to re-engage users at key abandonment points. On the performance side, site and mobile load speed were optimized alongside an analytics code audit. In Yandex.Direct, EZCA restructured campaign architecture, built out regional targeting, and developed dynamic campaigns for more granular product-level targeting.
Utake moved from fragmented data to a fully instrumented funnel with measurably better conversion performance.
End-to-end analytics gave the client's team a clear, real-time view of how users move from ad click to completed purchase — enabling decisions that were previously impossible. UX changes to search and cart increased average order value through better product discovery. Simplified checkout reduced abandonment. The rebuilt Yandex.Direct structure improved reach among high-intent regional buyers. The platform EZCA built is designed to compound: every future campaign runs on a reliable data foundation rather than reconciling inconsistencies after the fact.
- Analytics & Attribution
- CRO
- Paid Search
- Performance Marketing
- Yandex.Direct
- Duration
- 2024
- Stage
- Growth
- Region
- CIS