+295% CTR and +33.2% CR for Triggered Workflows and Promo Campaigns Thanks to AI Recommendations: Liki24.com Success Recipe

Liki24.com is a European marketplace for searching and comparing prices on medications, health, and beauty products. The platform allows customers to collect items from different countries in one cart and receive everything in a single order.

Within a few years, the company scaled from a small startup to an international player operating in 10 European countries and receiving over 3 million visits monthly.

At the Digital Medicine & Pharma Forum 2025 conference, Oleksandr Feller, Senior Customer Success Manager at Yespo, shared the results of a three-year collaboration with Liki24.com. We’ve compiled the key insights from this case study for you.

Why Liki24.com Chose Yespo

The partnership began in 2022 when Liki24.com outgrew the capabilities of their previous ESP. The problem was in the approach itself: customer data was collected in one place, while communications were set up in another. This created gaps and limited opportunities for genuine personalization.

The company needed a unified Customer Data Platform that would combine analytics and actions from all customer touchpoints — from the website to mobile push notifications — in one system. They found exactly such a platform in Yespo. This allowed Liki24.com to:

• Create a unified 360° profile for each customer, enriching it with data from all touchpoints (website, campaigns, purchases).
• Set up complex automated scenarios that respond to user behavior in real time.
• See a complete customer portrait — their order and purchase history.

Challenge 1: Scaling Complex Transactional Communication

With expansion into European markets, the main challenge for Liki24.com wasn’t communication itself, but its complexity and the need for scaling.

International delivery, which could include products from different countries in one order, required a significantly more complex message chain than standard local delivery. Customers needed transparent information at every stage of complicated logistics.

Therefore, the Liki24.com team chose Yespo to unite all customer communication on a single platform. They faced two tasks:

1. Migrate the existing scenario for Ukrainian buyers from SendPulse to Yespo for communication centralization
2. Create a universal message chain for international orders that could be easily adapted and deployed for each new country

First, the Liki24.com and Yespo teams spent two months migrating the existing Order Flow for Ukrainian orders and setting up data transfer and collection. This finally made it possible to unite all processes in one system and simplify work on optimizing and scaling scenarios. After that, a more complex scenario for Europe was created based on Yespo.

Since Liki24.com users can choose the best products by price and quality, sometimes an order may be collected from different countries. The Order Flow accounted for all the complexities of international logistics and promptly informed buyers about all order events from creation to delivery, including failed delivery attempts. Such a detailed approach became a manifestation of care for customers who might worry due to complex logistics and lack of information.

Over 200 unique trigger messages were created and configured to cover all countries, languages, and status variations. As a result, customers began receiving significantly more useful notifications about their order status, which increased the overall communication frequency by 30%.

Liki24.com didn’t just solve a technical task — they gained a powerful tool for winning trust in demanding European markets.

Challenge 2: From Mass Campaigns to Personalized Triggers

After establishing trigger communication, the next step was building a system of transactional triggers. The main goal is to transition from general promo campaigns to automated personal communication that sends relevant messages at the perfect moment. Advantages of this approach:

• Increased sales and reduced cart abandonment through timely reminders
• Saved marketing team resources
• Higher conversion compared to mass campaigns

The Liki24.com team selected 12 key PRO triggers that work best in the pharmaceutical niche. One of them was the “Regular Demand” triggered workflow, where artificial intelligence analyzes a customer’s purchase history and calculates when they’ll run out of a specific product. A few days before that, the system sends a personalized reminder to replenish supplies.

Automated triggers delivered quick and impressive results:

• email brings 8.3% of total website revenue;
• CTR increased by 295% compared to promo campaigns;
• Conversion Rate grew by 33.2% compared to promo campaigns.

Which Triggers Performed Best?

Analysis revealed clear leaders in effectiveness:

Leader by clicks — “Abandoned Cart”. Reminders about incomplete orders most effectively capture users’ attention and bring them back to the site.

Leader by conversions — “Reduced Price on Cart Items”. Notifications about discounts on products already in the cart proved to be the most powerful stimulus for completing a purchase.

The transition to automated trigger communications allowed Liki24.com not only to optimize team work but also to build an efficient system that generates stable revenue and increases customer loyalty through timely and relevant communication.

Challenge 3: Multilingual Communication

Scaling the business to 10 countries required Liki24.com to communicate with customers in their native language. This task was especially complex for automated messages with products, for example, “Abandoned Cart”. The multilingual feature in Yespo significantly contributed to solving this challenge.

Instead of dozens of identical campaigns, Liki24.com set up one universal workflow for each trigger. Here’s how it works:

1. Liki24.com passes the language the customer selected on the site to Yespo.
2. When a trigger fires (for example, “Abandoned Cart”), the system uses this information to insert the translated version of the product card (product name and description) into the message.
3. Meanwhile, the main email template (header, footer, static text) remains in the language of the country for which the account is configured.

This allowed Liki24.com to automate the most important part of communication — showing relevant products in a language understandable to the customer, without the need to create and maintain hundreds of separate templates.

How AI Recommendations Based on Transformer Models and LLM Improved Liki24.com’s Campaign Results

At the core of Yespo’s recommendations lies cutting-edge transformer model technology — the same approach used by global tech giants like Netflix. Unlike simple “customers also bought” algorithms, the transformer model understands the context and sequence of user actions, analyzes behavioral patterns at a deeper level than a human marketer can, and therefore provides significantly more accurate and relevant offers.

For example, if a customer is browsing cold remedies, the model automatically recommends related products: vitamin C, antipyretics, throat pain relievers — to help the buyer find everything they need more easily.

Results of Personalized Product Recommendations in Mass Campaigns

To diversify promo emails, Liki24.com added personalized blocks with AI recommendations. Why is this effective? Because even in a mass campaign to a million subscribers, you can personalize content for each recipient without additional effort thanks to this block. The results exceeded expectations:

• +70.8% conversion in mass campaigns;
• +105.7% clicks on the AI block compared to the classic recommendation block.

In other words, every second additional click and every second additional purchase appear thanks to smart recommendations that account for individual customer needs and comply with all industry requirements.

Customizing Product Recommendations in a Complex Niche

Product recommendations in pharmaceuticals aren’t just additional sales, but a great responsibility. Strict industry rules prohibit uncontrolled recommendations of prescription or sensitive medications. This is multiplied by the number of countries, as each has its own laws regarding drugstore product sales.

Understanding these limitations, Liki24.com, together with Yespo, implemented a smart AI recommendation system, into whose algorithms all necessary compliance rules were custom-integrated:

• All prescription and sensitive product categories are automatically excluded from recommendations.
• If a customer is exclusively interested in products from this segment, the system cannot leave them without recommendations. A special rule was created for such users: they’re shown a block with general-use products (bandages, vitamins, etc.).
• For specific niches, the Liki24.com team supplemented the AI model with their own data about relationships between product categories.

What’s Next?

The achieved results aren’t a final point, but a solid foundation for further growth. The Liki24.com and Yespo partnership continues, with several key strategic directions planned:

• Complete multilingual emails, where not only products but all content will adapt to the customer’s language
• Scaling behavioral triggers: expand successful experience and adapt the set of scenarios for all countries where the marketplace operates
• Expansion into new markets with already-tested tools
• Continuous improvement of recommendations

Diana Karnaukh, Lifecycle Lead at Liki24.com

 

We value the customer-centric approach and Yespo's willingness to create solutions for specific business needs. Standard logic doesn’t always work for the pharmaceutical sector — especially in recommendation systems. With Yespo, we received an individual approach and a significant amount of customization. They became partners for us who don’t just offer ready-made products, but create technologically strong and scalable solutions. This is exactly the flexibility that enables growth.

Summary

Liki24.com’s transition to Yespo CDP solved key obstacles to business growth, including automation of hundreds of scenarios for different countries and implementation of custom recommendations that meet all strict pharmaceutical niche requirements.

As a result, the marketplace gained a flexible marketing ecosystem ready for international scaling. Automation of routine processes freed up team resources, allowing focus on strategic development.

Want to achieve similar results? Book a free consultation with Yespo experts — we’ll conduct a complete audit of your marketing and show specific opportunities for growth.

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