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EBE 2019 - How AVON's 3-step on-site messaging strategy boosted its sales by 150%

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Judit Pal
CMO OptiMonk

Although AVON spends a lot of time and money on visitor acquisition, they face the same problem as most online stores: 98% of visitors leave without buying. Their biggest challenge is to treat every visitor in a unique way and help them find the most relevant offer. Get to know AVON's easy-to-copy 3-step strategy allowing them to track the ever-changing visitor behaviour and display the right offer at the right time that resulted in 16,5% decrease in cart abandonment and 150% increase in sales.

Judit is a growth marketing specialist obsessed with CRO, CMO of OptiMonk, who truly believes that "the only way to do great work is to love what you do". OptiMonk is an award-winning on-site message toolkit, which helps small and medium-sized businesses win more customers from their valuable visitors. Judit has been involved in online marketing including lead generation, PPC advertising, CRO, eCommerce, social media and analytics for over 6 years.

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EBE 2019 - How AVON's 3-step on-site messaging strategy boosted its sales by 150%

  1. 1. HOW AVON’S 3-STEP ON-SITE MESSAGING STRATEGY BOOSTED ITS SALES BY 150% Judit Pal, CMO
  2. 2. CAPTURE MORE EMAIL ADRESSES REDUCE YOUR CART ABANDONMENT RATE PROMOTE YOUR SEASONAL OFFERS
  3. 3. Title Text
  4. 4. Title Text 100+ COUNTRIES WITHOUT RUINING THE USER EXPERIENCE
  5. 5. THE RIGHT THE RIGHT THE RIGHT
  6. 6. SINCE 2015
  7. 7. INTERNATIONAL BEAUTY COMPANY
  8. 8. THE RIGHT THE RIGHT THE RIGHT
  9. 9. SAME PROFESSIONAL SERVICE BOTH OFFLINE &ONLINE: TREAT EVERY VISITOR IN A UNIQUE WAY
  10. 10. HOW MANY VISITORS LEAVE AN AVG. WEBSITE WITHOUT BUYING OR SUBSCRIBING?
  11. 11. 98%OF VISITORS LEAVE AN AVG. WEBSITE WITHOUT BUYING OR SUBSCRIBING
  12. 12. YOUR DESIGN IS OUTDATED. YOUR CONTENT IS DIFFICULT TO READ. YOUR SITE RELIES ON OUTDATED PLUGINS. YOU'RE OVERWHELMING PEOPLE WITH ADS. THE VIDEOS ON YOUR SITE AUTO-PLAY. YOUR NAVIGATION STRUCTURE IS UNCLEAR. YOUR REGISTRATION REQUIREMENTS ARE OBTRUSIVE. YOUR SITE LACKS PERSONALITY. YOUR SITE IS SLOW TO LOAD. YOUR GATED OFFERS AREN’T RELEVANT OR APPEALING. 1. 2. 3. 6. 4. 5. 8. 7. 10. 9. WHYDO PEOPLE LEAVE A WEBSITE
  13. 13. GOALS & CHALLENGES
  14. 14. GOAL 1 Decreasing the cart abandonment rate of the most engaged visitors Raising awareness for their hottest offers Making the ’not ready to buy yet’ visitors subscribe to the newsletter
  15. 15. GOAL 1 GOAL 3 GOAL 2 Making the ”not ready to buy yet” visitors subscribe to the newsletter Decreasing the cart abandonment rate of the most engaged visitors Raising awareness for their hottest offers
  16. 16. GOAL 1 GOAL 3 GOAL 2 Making the ”not ready to buy yet” visitors subscribe to the newsletter Raising awareness for their hottest offers Decreasing the cart abandonment rate of the most engaged visitors
  17. 17. SOLUTION
  18. 18. #1 STEP Building newsletter list by offering gifts, discounts and free ebooks #2 STEP Promoting seasonal offers to drive immediate sales #3 STEP Decreasing cart abandonment rate with customized offers based on the visitors’ cart value
  19. 19. -16% CART ABANDONMENT +150% NUMBER OF ORDERS 5,000+ NEW EMAIL SUBSCRIBERS
  20. 20. #1 STEP BUILDING NEWSLETTER LIST BY OFFERING GIFTS, DISCOUNTS AND DOWNLOADABLE EBOOKS
  21. 21. GOAL: TO INCREASE THE CONVERSION RATE OF THE SIGNUP FORM LINK TO THE SIGN UP FORM IN THE FOOTER
  22. 22. FREE PRODUCT SAMPLE
  23. 23. DISCOUNT ON A CERTAIN PRODUCT
  24. 24. SENDING THE COUPON CODE VIA EMAIL = ONLY VALID EMAIL ADDRESSES WERE COLLECTED
  25. 25. APPEARED ON EXIT INTENT ON PCs IT WAS TIMED ON MOBILE DEVICES THOSE VISITORS WHO HAD ALREADY VISITED THE SIGNUP CONFIRMATION PAGE WERE EXCLUDED
  26. 26. ”SECRET SAUCE” = MAKING SURE THAT THE OFFER WAS CONSTANTLY CHANGING
  27. 27. SIDEBAR PROMOTING A FREE EBOOK
  28. 28. DID NOT APPEAR TO THOSE VISITORS WHO HAD ALREADY SIGNED UP VIA ANOTHER OFFER ONLY APPEARED TO VISITORS FROM HUNGARY
  29. 29. ONLY VISITORS FROM FACEBOOK, GOOGLE SEARCH OR GOOGLE ADWORDS CAMPAIGNS COULD SEE THE SIDEBAR
  30. 30. THE DATA WAS TRANSFERRED TO AVON’S NEWSLETTER SYSTEM SO THAT THE SUBSCRIBERS COULD RECEIVE A WELCOME EMAIL
  31. 31. GOOGLE-FRIENDLY POPUP ON MOBILE
  32. 32. TIP: YOU CAN CAPTURE FACEBOOK MESSENGER SUBSCRIBERS (INSTEAD OF COLLECTING EMAIL ADDRESSES)
  33. 33. #2 STEP PROMOTING SEASONAL OFFERS TO DRIVE IMMEDIATE SALES
  34. 34. FREE SHIPPING ON ORDERS OVER $40 WOW DEAL SWEEPSTAKES SAVE 20% REFER A FRIEND & GET 10% OFF PRODUCT RECOMMENDATIONS
  35. 35. WOW DEAL SWEEPSTAKES SAVE 20% REFER A FRIEND & GET 10% OFF PRODUCT RECOMMENDATIONS FREE SHIPPING ON ORDERS OVER $40 STRENGTHENING SALES PROMOTION CAMPAIGNS
  36. 36. TEASER CAMPAIGN
  37. 37. EVERYONE ARRIVES TO BUY ”BE NOTIFIED IN ADVANCE”
  38. 38. TRAFFIC REDIRECTION VARIOUS DISCOUNTS & COUPON CODES
  39. 39. LANDING PAGE PROMOTION
  40. 40. ONLY APPEARED TO THOSE WHO WERE INTERESTED IN THE PRODUCT MENTIONED IN THE OFFER GOAL: BRINGING MORE SALES IN THE 20 DAYS PRIOR TO CHILDREN’S DAY
  41. 41. REDIRECTION CAMPAIGN = HELPING THE VISITORS FIND WHAT THEY ARE LOOKING FOR
  42. 42. #3 STEP DECREASING CART ABANDONMENT RATE WITH CUSTOMIZED OFFERS BASED ON THE VISITORS’ CART VALUE
  43. 43. THE RIGHT TIME THE RIGHT PEOPLE THE RIGHT MESSAGE
  44. 44. VS SAME LOSS?
  45. 45. CART ABANDONMENT CAMPAIGN ON BLACK FRIDAY FREE GIFT ABOVE A PARTICULAR AMOUNT
  46. 46. REDUCING CART ABANDONMENT & INCREASING CART VALUE 5,000 HUF < CURRENT CART VALUE < 10,000 HUF ORDER AT LEAST IN 10,000 HUF VALUE AND GET A PERFUME FOR ONLY 759 HUF (INSTEAD OF 2,499 HUF)
  47. 47. CAPTURE MORE EMAIL ADRESSES REDUCE YOUR CART ABANDONMENT RATE PROMOTE YOUR SEASONAL OFFERS CART ABANDONMENT BETWEEN 0-3,500 HUF cart value 3,500-5,000 HUF cart value 5,000-10,000 HUF cart value Discount: 900 HUF Discount: 1,200 HUF Discount: 1,740 HUF
  48. 48. SCHEDULED
  49. 49. PC: EXIT-INTENT MOBILE: AFTER 6 SECONDS
  50. 50. 24 HOURS HAD TO PASS BETWEEN 2 APPEARANCES
  51. 51. AVON REPRESENTATIVES WERE EXCLUDED
  52. 52. TARGETING VISITORS WITH SPECIFIC CART VALUE
  53. 53. RESULTS
  54. 54. -16% CART ABANDONMENT +150% NUMBER OF ORDERS 5,000+ NEW EMAIL SUBSCRIBERS
  55. 55. „WE HAVE BEEN USING OPTIMONK ON OUR SITE SINCE 2015. WE HAVE NO CAMPAIGNS IN WHICH WE DO NOT USE THE POSSIBILITIES OF ON-SITE MESSAGES. WE CAN SHOW A POPUP TO EVERY VISITOR, WHICH HELPS THE VISITOR EXPERIENCE OR SUPPORTS THE PURCHASE DECISION. WE HAVE TRIED ALMOST EVERY NOVELTY AND WE KEEP A CLOSE EYE ON OUR RESULTS REGULARLY SO THAT WE CAN OPTIMIZE THE CAMPAIGNS ON A WEEKLY BASIS AND CORRECT THE RESULTS IF REQUIRED.” Ildikó Siklósi E-commerce Supervisor AVON Cosmetics Hungary
  56. 56. 98% OF VISITORS LEAVE YOUR WEBSITE STEP 1: TURN LESS INTERESTED VISITORS INTO EMAIL SUBSCRIBERS STEP 2: RAISE AWARENESS FOR YOUR HOTTEST DEALS TO DRIVE SALES STEP 3: EVERY SAVED CART MATTERS TREAT YOUR PROSPECTS AS INDIVIDUALS 1. 2. 3. 4. 5. TAKEAWAY
  57. 57. bit.ly/optimonkbook
  58. 58. optimonk.com
  59. 59. THANK YOU FOR YOUR ATTENTION Judit Pal, CMO judit.pal@optimonk.com www.optimonk.com

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