BEAR HATS
Ozon · October 2026
A cover
that sells the season.
A brand of knitted children’s hats on Ozon: from an ABC analysis to orders growing from 2.4 to 6.2 million roubles a day in three weeks. A new cover image and ad tuning doubled the sales of the bestseller.
The brand is not named. Period: 1–22 October 2026.
Three weeks in numbers
- ×1.9store orders: 2.38 → 4.63 million roubles a day, peaking at 6.18 million on 21 Oct
- ×2.1bear hat orders: 352 → 751 a day
- +137%organic bear hat orders: 217 → 514 a day
- 12→15%click-to-basket conversion
- 0.43%ad cost share of bear hat orders (was 0.65%)
- ×2gross profit per hat: 329 → 674 roubles
Find a growth point
as winter begins.
About 40 models and 140 SKUs, sold through Ozon warehouses across Russia. The season is starting, and both budget and time are limited. The approach: first find where the money is, then strengthen the leader.
- Marketplace
- Ozon
- Marketing and analytics
- Ekaterina Egoshkina
- Range
- about 40 models and 140 SKUs
- Period
- 1–22 October 2026
- 1. DiagnosisABC analysis: which models bring revenue and profit.
- 2. Audit of the leaderThe product card against competitors: what stops clicks and purchases.
- 3. Action and measurementA new cover, ads, prices — and an honest estimate of the effect.
Step 1 · September ABC analysis
The Bear model
drives the store.
Models are sorted by revenue and the cumulative share is counted: A up to 80%, B up to 95%, C the rest. The bear hats bring more than half the revenue and 70% of the gross profit, so any improvement to their card moves the whole store.
Step 2 · the card against competitors
Niche leaders sell
the season on the cover.
What competitors show
- The season in large type: “WINTER” / “AUTUMN”
- Temperature range
- Age and head size
- Lining material
What we lacked: not a word about season or size on the cover. Shoppers could not tell it was a warm winter hat without opening the card. There was no photo of the warm lining in the card.
Hypothesis: put the season and size on the cover, and clicks and conversion will grow — shoppers see “winter” and their size at once.
New cover layout
Four answers for the shopper,
right on the main photo.
- Seasona large “WINTER” badge at the top
- Temperaturewhat frost it is for: down to −30 °C
- Insulation16–20 g, plus a lining photo in the gallery
- Sizehead circumference on every SKU
The new cover went live on 9 October on all 8 colours of the bear hat at once.
Day by day
Store orders,
million roubles a day.
For the first days after the cover change orders stay flat: Ozon re-indexes the cards, and the budget was raised only on 12–13 October. From 15 October orders climb sharply, peaking at 6.18 million on the 21st. On the 22nd they drop as stock runs out.
- 9–14 Oct: new cover and budget
- 15–21 Oct: growth, peak 6.18 million
- 22 Oct: stock ran out
Bear hat funnel · ad traffic
CTR stayed the same —
the decision to buy grew.
The cover did not raise CTR. The effect is in conversion: +2.4 p.p. from click to basket. By campaign: in one tool click to basket went from 14.5% to 17.8%, in the other from 11.9% to 13.7%. Shoppers see at a glance that the hat is for winter and fits.
| Daily average | before, 1–8 Oct | 9–14 Oct | 15–21 Oct |
|---|---|---|---|
| Ad impressions | 92K | 91K | 125K |
| CTR (impression → click) | 4.42% | 4.39% | 4.41% |
| Click → basket | 12.3% | 13.9% | 14.7% |
| Baskets | 502 | 556 | 809 |
| Cost per basket | 18.5 ₽ | 21.2 ₽ | 16.5 ₽ |
| Orders | 352 | 333 | 751 |
* After changes, the algorithms need up to 7 days to retrain.
Effect of the new cover
Organic bear hat orders grew 2.4 times —
three times faster than the rest.
- 217 → 514organic bear hat orders a day
- 70%of bear hat orders now come free, without ads
- +89 p.p.organic growth of bear hats above the rest of the store
15–21 October compared with 1–8 October. Models without the new cover are the control group: same dates, same market. The difference in growth is the cover’s doing: higher conversion lifts the card in Ozon search, which brings more free orders.
Three steps, and sales doubled
while the margin grew.
- 6.18Mroubles of orders a day at the peak
- ×2.4organic orders
- −34%ad cost share: 0.65% → 0.43%
- ×2profit per hat: 329 → 674 roubles
- The ABC analysis showed where the money was: 70% of profit in one model.
- The new cover lifted conversion to basket from 12.3% to 14.7%.
- Ads and prices: a 44% larger budget brought 113% more orders, with prices up 13%.
Next step: plan deliveries at last week’s pace so growth does not run into empty stock.