In this live case study, we'll show you how Mary Maxim, a leading arts & crafts retailer, increased revenue, email subscribers, and boosted social sharing with AddShoppers.

1. The Mary Maxim Journey:
How they increased revenue, email subscribers, and sharing with
AddShoppers
Written by
Peter, Director + Growth

2. About Mary Maxim
Family owned and operated needlework and craft company, Mary
Maxim, prides itself on its “Yarn Fiber Roots.”
Since their founding in 1930, the Mary Maxim family company
strives to bring exclusive yarns, needlework and kit designs to help
bring to others the happiness that comes with sharing hand-made
products. For over 60 years they offer 45 Mary Maxim Exclusive
Yarns to help people discover their inner creativity.
The fourth generation of Mary Maxim works daily to bring fresh
ideas to the maker culture, all while keeping strong ties to the
values that started this continued labor of yarn and love.

3. Pain Points
Developing a marketing campaign in-
house would have taken too much time
to build, implement, and maintain due to
their small online marketing team.
Mary Maxim wasn’t getting the traction
on social media they knew they should.
Email marketing was working, but they
weren’t acquiring as many new
subscribers as they needed to hit their
growth goals.
Goals
Launch marketing campaigns faster, with no
need to wait on internal development cycles,
build software from scratch, or take time
away from employees.
Increase social sharing to drive more word-
of-mouth traffic and sales.
Bring in more email subscribers to make the
most of their email marketing program.

4. Which Apps Did They Use For Each
Stage Of The Shopper Journey?
Awareness
Brand
Impressions
Interest
MUVs
/ Clicks
Consideration
Customers
Identified / CRM
Purchase
Conversion Rate
/ AOV
Retention
Lifetime Value
Advocacy
Referrals
Sharing
Buttons
Social
Login
Social
Rewards
Behavioral
Targeting

5. I. Awareness
II. Interest
III. Consideration
IV. Purchase
The Shopper Journey
Taking you through each step to
show how we achieved results
for Mary Maxim

6. Awareness
Generated by Sharing Buttons

7. Before
Wanting to increase social sales, Mary Maxim
used our Sharing Buttons App to drive
referrals back to their site.
Prior to installation of AddShoppers Sharing
Buttons, they lacked any sort of social sharing
campaign. Missing this key component meant
that Mary Maxim was missing out on socially
assisted revenue.

8. After
Sharing Buttons helps increase social traffic
quickly and effectively. By offering sharing to
various networks, Mary Maxim opened
themselves up to wide-spread sharing.
Not only are Sharing Buttons great for social
exposure, but with Shopper Analytics and
Revenue Tracking behind the buttons Mary
Maxim is now able to track which networks
their customers are sharing on the most.

9. Results
Being able to pin-point which social networks are
performing the best will enable Mary Maxim to shift
their marketing focus for maximum effectiveness.
They saw that the majority of their social traffic was
coming from Pinterest, followed by Facebook.
37%
7%
56%
6
5
4
3
2
1
Other Facebook Pinterest

10. Consideration
Generated by Behavioral Targeting & Social Login

11. Since Mary Maxim’s main goal was to increase
their email capture rate, they implemented
Behavioral Targeting to power an entry modal.
Prior to the addition of AddShoppers, when
customers came to Mary Maxim’s site they weren’t
given the opportunity to interact with anything.
The installation of this entry modal incentivized
customers to give their email address.
Behavioral Targeting:
Before

12. Behavioral Targeting: After

13. Behavioral
Targeting: Results
Entry modals kickstart the shopper journey by
generating customer awareness of the brand. Being
entered for a chance to win a $50 gift card
giveaway if they enter their email is a great way to
keep your brand in mind for future consideration.
Mary Maxim’s entry modal saw an awesome
10.16% conversion rate at checkout.

14. Social Login:
Before
When your customer finally hits the purchase point
in their Shopper Journey, you don’t want them to
abandon because of a lengthy registration form.
One of the biggest areas where this is an issue is
on mobile devices because filling out forms on a
small screen and keyboard is very cumbersome.
The difficulty of form fields is one of the biggest
reason that mobile conversion rates consistently lag
far behind desktops.
Prior to implementation, Mary Maxim lacked a way
to quickly get customers through the registration
process.

15. Social Login:
After
By adding Social Login to their site, Mary Maxim
made their checkout process easier. How?
One-click login helps their customers streamline
through checkout, resulting in reduced cart
abandonment. Offering Social Login as an
alternative to traditional sign up is vital to your
conversion rate and CRM data accuracy -- this is
especially important on mobile shopping.
Social Login is a powerful tool for mobile
conversion rates. Filling out registration forms on a
mobile device can be tedious and lead to
abandonment.

16. Social Login:
Results
By adding Social Login to their site, Mary Maxim
saw that over 10% of their orders were placed
through customers who utilized Social Login.
Facebook is currently their only Social Login option.
Reduced abandonment &
higher conversion rate
(especially on mobile).
Increase in number of email
subscribers
1
2
3
More data points collected per
account creation
With Social Login, Mary
Maxim now has...

17. Purchase
Generated by Social Rewards

18. Before
In addition to implementing Social Sharing, Mary
Maxim used Social Rewards to tackle their lack of
social traction.
Not only that, but Mary Maxim routinely saw
customers abandoning their checkouts in search of a
coupon code or discount.
Social Rewards was added a solution to both
problems. Why?
Incentivizing sharing to social networks with a
coupon code increases sharing while also
helping shoppers complete their purchases.

19. After
By logging into a social network and sharing,
customers were given a coupon code for 5% off their
purchase.
Offering the discount on-site kept customers from
abandoning their carts in search of a coupon.
Not only did this dramatically increase social sharing
activity, but it also helped reduce cart abandonment.
Social Rewards also generates Interest early in the
Shopper Journey stage. Sharing out for the coupon
code to different networks drives traffic back to their
site.

20. Results
The 5% off coupon had a 62.8%
conversion rate to purchases after
sharing, with most of the traffic back to
their site coming from Facebook.
Without
Social
Rewards
Average Sharing Increase
with Social Rewards
With
Social
Rewards
+ 191%

21. Results
Proving optimizing the Shopper Journey works

22. Results
Comparing data from their first full month with
AddShoppers to the same month in the next year,
Mary Maxim saw an increase in all areas that they
were looking to improve:
Before
Revenue
After
17.2%
Increase in Site
Traffic
19.2%
Increase in
Emails Captured
154%
Increase in
Overall Email
Capture Rate

23. “
AddShoppers offers a virtual smorgasbord of website applications that
are well thought out, user friendly and extremely effective. From email
capture to social sharing (and everything in between), AddShoppers has
been instrumental in the growth of our email list and have provided the
unique tools needed for us to penetrate social media more effectively.
I highly recommend AddShoppers to anyone that is looking for an easy
to implement range of products that will boost customer engagement,
drive revenue, and save time.
- Mike Schommer, Director of eCommerce & IT at Mary Maxim

24. We’d love to help you grow your
average revenue per visitor.
© 2016 AddShoppers, Inc.
All Rights Reserved
Join A Live Demo Request A Personalized Demo