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.

2. HOW AVON’S 3-STEP
ON-SITE MESSAGING
STRATEGY BOOSTED ITS
SALES BY 150%
Judit Pal, CMO

3. CAPTURE MORE
EMAIL ADRESSES
REDUCE YOUR CART
ABANDONMENT RATE
PROMOTE YOUR
SEASONAL OFFERS

4. Title Text

5. Title Text
100+ COUNTRIES
WITHOUT RUINING THE
USER EXPERIENCE

6. THE RIGHT
THE RIGHT
THE RIGHT

7. SINCE 2015

8. INTERNATIONAL BEAUTY COMPANY

10. THE RIGHT
THE RIGHT
THE RIGHT

11. SAME PROFESSIONAL SERVICE
BOTH OFFLINE &ONLINE:
TREAT EVERY VISITOR
IN A UNIQUE WAY

12. HOW MANY VISITORS
LEAVE AN AVG. WEBSITE WITHOUT
BUYING OR SUBSCRIBING?

13. 98%OF VISITORS LEAVE AN AVG. WEBSITE WITHOUT BUYING OR SUBSCRIBING

14. YOUR DESIGN IS OUTDATED.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YOUR SITE RELIES ON OUTDATED PLUGINS.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

16. GOALS & CHALLENGES

17. 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

18. 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

19. 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

20. SOLUTION

21. #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

22. -16%
CART
ABANDONMENT
+150%
NUMBER OF
ORDERS
5,000+
NEW EMAIL
SUBSCRIBERS

23. #1 STEP
BUILDING NEWSLETTER LIST BY
OFFERING GIFTS, DISCOUNTS
AND DOWNLOADABLE EBOOKS

24. GOAL: TO INCREASE THE
CONVERSION RATE OF THE
SIGNUP FORM
LINK TO THE SIGN UP FORM IN THE FOOTER

25. FREE PRODUCT SAMPLE

26. DISCOUNT ON A CERTAIN PRODUCT

27. SENDING THE COUPON CODE VIA EMAIL
=
ONLY VALID EMAIL ADDRESSES
WERE COLLECTED

28. APPEARED ON EXIT INTENT ON PCs
IT WAS TIMED ON MOBILE DEVICES
THOSE VISITORS WHO HAD ALREADY
VISITED THE SIGNUP CONFIRMATION
PAGE WERE EXCLUDED

29. ”SECRET SAUCE”
=
MAKING SURE THAT THE OFFER WAS
CONSTANTLY CHANGING

30. SIDEBAR PROMOTING A FREE EBOOK

31. DID NOT APPEAR TO THOSE
VISITORS WHO HAD ALREADY
SIGNED UP VIA ANOTHER OFFER
ONLY APPEARED TO VISITORS
FROM HUNGARY

32. ONLY VISITORS FROM
FACEBOOK, GOOGLE SEARCH OR
GOOGLE ADWORDS CAMPAIGNS
COULD SEE THE SIDEBAR

33. THE DATA WAS TRANSFERRED TO
AVON’S NEWSLETTER SYSTEM SO
THAT THE SUBSCRIBERS COULD
RECEIVE A WELCOME EMAIL

34. GOOGLE-FRIENDLY
POPUP ON MOBILE

35. TIP:
YOU CAN CAPTURE
FACEBOOK MESSENGER
SUBSCRIBERS
(INSTEAD OF COLLECTING
EMAIL ADDRESSES)

37. #2 STEP
PROMOTING SEASONAL OFFERS
TO DRIVE IMMEDIATE SALES

38. FREE SHIPPING ON
ORDERS OVER $40
WOW DEAL
SWEEPSTAKES
SAVE 20%
REFER A FRIEND
& GET 10% OFF
PRODUCT
RECOMMENDATIONS

39. WOW DEAL
SWEEPSTAKES
SAVE 20%
REFER A FRIEND
& GET 10% OFF
PRODUCT
RECOMMENDATIONS
FREE SHIPPING ON
ORDERS OVER $40
STRENGTHENING SALES
PROMOTION CAMPAIGNS

40. TEASER CAMPAIGN

41. EVERYONE ARRIVES TO BUY
”BE NOTIFIED IN ADVANCE”

42. TRAFFIC REDIRECTION
VARIOUS DISCOUNTS
& COUPON CODES

43. LANDING PAGE PROMOTION

44. 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

45. REDIRECTION CAMPAIGN
=
HELPING THE VISITORS FIND
WHAT THEY ARE LOOKING FOR

46. #3 STEP
DECREASING CART ABANDONMENT RATE
WITH CUSTOMIZED OFFERS
BASED ON THE VISITORS’ CART VALUE

50. THE RIGHT TIME
THE RIGHT PEOPLE
THE RIGHT MESSAGE

51. VS
SAME LOSS?

52. CART ABANDONMENT
CAMPAIGN ON BLACK FRIDAY
FREE GIFT ABOVE A
PARTICULAR AMOUNT

53. 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)

54. 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

55. SCHEDULED

56. PC: EXIT-INTENT
MOBILE: AFTER 6 SECONDS

57. 24 HOURS HAD TO PASS
BETWEEN 2 APPEARANCES

58. AVON REPRESENTATIVES
WERE EXCLUDED

59. TARGETING VISITORS WITH
SPECIFIC CART VALUE

60. RESULTS

61. -16%
CART
ABANDONMENT
+150%
NUMBER OF
ORDERS
5,000+
NEW EMAIL
SUBSCRIBERS

62. „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

63. 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

64. bit.ly/optimonkbook

65. optimonk.com

66. THANK YOU
FOR YOUR ATTENTION
Judit Pal, CMO
judit.pal@optimonk.com
www.optimonk.com