Dorko is an iconic Hungarian sports and fashion brand that blends functionality with street style. The brand's shoes and apparel are designed for everyday wear and an active lifestyle, while its strong online presence caters to a young, fashion-forward audience.
In sports and fashion products, the buying decision is not solely based on functional aspects. Customers are looking for comfort, durability, and a style that matches their everyday needs and personal taste.
Visitors think not only in terms of a single product but also in terms of a complete look and how it fits into their life. However, in an online environment, it is difficult to imagine how a pair of shoes or an outfit will fit into their lifestyle, leading them to often browse multiple products, compare them, and leave without making a purchase.
Additionally, customers prefer quick decisions. They don’t want to read long descriptions; instead, they want to instantly see the essentials:
- How it looks
- When it’s ideal to wear
- Why it’s the right choice for them
The Solution
Let’s take a look at the solutions implemented by Dorko:
1. Quickly understandable, benefit-centered product pages
Dorko introduced AI-powered product page optimization.
The AI generates three inspiring lifestyle images for the product page, each highlighting a key benefit.
This way, visitors don't have to scroll through long descriptions—they immediately see when and for what purpose the item is ideal.
Below is an example showing how the product page looked before and after optimization:
No manual adjustments are required; the system works automatically, handling thousands of products while ensuring a perfect display across all devices.
In the example below, we can see how a women's vest product page appeared after optimization:
Below is the mobile view of a men's shoe product page after optimization:
This visual, easily digestible presentation reduced uncertainty and sped up decision-making on both mobile and desktop, leading to a 6.35% increase in product page conversion rates.
2. Seasonal Offers Tailored to the Time of Year
Dorko introduced seasonal campaigns tailored to current periods and purchasing situations.
Popups that matched the seasons, collections, and promotional periods visually and in messaging ensured that visitors encountered relevant, up-to-date offers rather than generic discounts.
Below is an example of the seasonal campaigns that appeared on the Dorko website:
Thanks to the perfect timing, the campaigns achieved a 14-15% click-through rate, effectively activating the increased purchasing intent.
3. Relevant Product Recommendations
Dorko introduced an AI-powered product recommender that appears after 30 seconds of inactivity.
The system offers alternative products that match both visually and in terms of the product category, helping visitors overcome decision-making deadlocks.
The example below shows relevant recommendations appearing on a men's boot product page:
This solution brings the logic of physical stores to the online space. As soon as the customer becomes uncertain, immediate assistance is provided to help with the decision, which resulted in a 4.5% increase in purchases.
Results
As a result of the developments, Dorko did not provide more information to visitors but instead reduced decision friction at key moments in the purchasing process.
The visual product pages increased conversions by 6.35%, seasonal campaigns generated 14-15% engagement, and relevant recommendations that appeared after inactivity further boosted purchases by 4.5%.
The growth came not from increased traffic, but from faster and more confident decision-making.