- 21 Sep
Conversions with respect to visits, subscriptions, page views all matter, but eventually it all comes down to improving sale conversions. Here is how we helped our client achieve their goals. Our client, a New York based Fashion and Lifestyle brand has a strong brick-and-mortar base and a nationwide store presence. Venturing into the online business arena, they approached us to help them in 3 key areas:
- Improving online awareness about the brand
- Increasing online revenues through the eCommerce store
- Stabilize their online website
We were handed the task of achieving all of this with limited resources, in a short period of time that also had to be cost effective. While we completely took over their online portal and successfully stabilized it and streamlined back end processes, we also began looking at how to increase Conversion Rates.
Data Data Data
We swear by research. For the time we have been in the business, we have learnt that when it comes to Conversion Rate Optimization (CRO), following ‘Best Practices’ need not necessarily get you results. What worked for someone need not necessarily work for you. What we ‘think‘or ‘assume’ the right approach to be is irrelevant. The only way to know is research, analyze, test and get results. The first step is data. Get as much information we can and that’s where we began.
When it comes to eCommerce, the people matter. The users, the clients, the customers. What they do, what they like, what they want, which is where we began our analysis. Using a combination of analytic tools, we analyzed our users – Traffic sources, user behavior, user flows, heat maps, click through’s. These insights were the key to the strategy.
We soon realized our user base was getting dormant. We had to keep in touch with them more often and engage with them a lot more. While we had to work towards acquiring new users, retaining the existing users and getting them to engage more was important.
Email marketing is old school, but by far one of the most effective methods of direct communication with your users. But for Emailers to work you need a strong user base. We saw that for the steady inflow of traffic, that the website was receiving, the user base was marginally low.
- We provided a popup on the homepage, that allowed the user to subscribe if they were interested to receive updates .
- We advised the client to provide the users a better incentive if they subscribed. A whopping 20% was good enough to get people going and make that first buy.
After implementing the popup, we saw a 4X increase in the number of subscriptions. The subscriptions continued to grow steadily without much effort. And we saw an influx of new users who were keen to make that first purchase.
Now that we had a strong base, the next hurdle to overcome was how to communicate effectively. We looked at all the information we could pull out and quickly derived at various insights.
- When did people prefer to view the mailers? Which day? What time?
- What kind of content generated most interest?
- How much was enough? Were they okay with being reached out multiple times a week?
- How long after they viewed the mailer, did they visit the website?
- How long did they stay on the website?
- Did they make a purchase?
This data helped us devise an effective content plan and a schedule to consistently send the right information to the users at the right time. Design templates were given a new fresh look. The information or content that went out was optimized. Mailers were designed such that they weren’t boring marketing mailers anymore. They were good interesting content that kept the users hooked on. Apart from providing regular markdowns, talking about new arrivals and prints, etc. also urged the users to buy products full price which was a healthy sign.
We also segmented the users into various buckets, such as
- Users who had abandoned products in carts
- Users inactive for more than 6 months
- One time buyer on the website
This helped us to design mailers targeted specifically to the respective user groups that boosted conversions. Also studying the user behavior, we devised a strategy for automated mailers to go out to users who had abandoned products in carts.
This directly resulted in more engagement and better online conversions.
Social media is the easiest channel to reach out to the millennia. Facebook, Twitter, Pinterest, Instagram – We cover these and most of the media is covered. A quick look at the social analytics gave us a clean picture. The accounts were updated a few times a month, the accounts seemed dormant and users lost interest. There was a big disconnect between the users and the brand. Users had no clue of what was going on.
- All the social media accounts were given an uplift. Content calendars ensured that updates were now sent out more often. We were now more in touch with our users and what they wanted.
- Fashion is all about visuals. We decided to leverage this for the Social Media strategy, especially with our Pinterest and Instagram accounts.
- Users were now updated on fashion shows, new arrivals, and celebrity spottings. Users were now interested to know more.
We are now seeing a steady increase in social engagement and sales through the social media channels as well.
The website is the face of the brand. The first impression a user gets makes a difference. How we make the user feel as they browse through matters. A usability analysis of the website highlighted all the pain areas impeding the overall user experience of the site. These were carefully looked at and addressed.
- The images, prints on homepage were updated more often, so as to retain the interest factor
- Ramp videos were added and updated to give users the front row feel
- The product catalogs were updated more often
- The speed, the search optimized
- Back end processes were streamlined
All these efforts soon culminated into results. While the overall traffic increased by about 20%, the sales revenue is now up by 83%. The increase in visitors and page views have been on a gradual increase, however the various actionables have resulted in a huge boost to the number of orders, the quantity of products and overall revenue.
The success being that we were able to achieve this without expensive tools, but with adequate research, careful planning, strategizing, the right recommendations and effective execution.
If you are facing similar challenges, we can help you. Drop us a word here.