E-commerce conversion rate is a fairly easy concept to grasp but difficult to improve. Still, one of our clients achieved amazing success by implementing six powerful campaigns. Dermaonline is an online store that has been selling pharmacy cosmetics since 2013. They put customers in direct contact with pharmacists to improve customer service. Most of their customers choose a brand and product on purpose, while some have specific skin conditions for which they seek a solution.
Additionally, the online store provides information through e-mail or phone about products made to fit customers’ needs. These customers even get free sample packages to test out recommended products. Next to educating new customers, returning customers play a huge role in Dermaonline’s turnover. Regular promotions and closed-group product testing are part of their retention strategy for this segment. The online store wanted to improve its e-commerce conversion rate. That’s when our agency stepped in to help optimize the digital customer experience.
E-commerce conversion hack: Amazing outcomes from digital CX optimization
Dermaonline wanted to increase email subscriptions, reduce abandoned carts, and boost customer conversions. In 2021, they wanted to expand their campaigns after using OptiMonk since 2014. After working jointly on this project, within a month, the results were incredible. Dermaonline hit an 86.85% increase in conversion rate, followed by an 8.22% increase in sales.
Strategic campaigns to achieve the best ROI
We implemented six unique campaigns that brought us the desired results.
1. Aunique offer for visitors who were about to leave the site
The goal of the first campaign was to give new visitors who didn’t buy anything something of value in exchange for their signup. Our goal was to assess how we could help them with their next purchase. For this, we gave them informational materials to select cosmetics or offered a 10% coupon. We set up an A/B test and a popup that showed up only once when the visitor was about to leave the website. This way, we didn’t interrupt browsing or disturb the customer experience. The e-commerce conversion rate for those who chose the discount was 13.98% versus 6.1% for the other group.
2. Communicating the unique values of Dermaonline
Fast delivery is one of the unique values of Dermaonline. So, we showed this to visitors, interested in a product but hadn’t added it to their cart. This way, we wanted to
encourage them to buy the product. We displayed the message on a sticky bar on the product page. Each visitor saw the message no more than twice, which facilitated decision-making.
3. Remarketing of the last viewed product for more e-commerce conversion
We displayed to visitors and returning customers, their previously viewed products. It was shown in the sticky bar for each of the segments up to two times.
4. Showing cross-sell offers based on the shopping cart’s content
The campaign was meant for people who had already placed products in their carts. We recommended a relevant product to them immediately after the first product was placed in the cart. Lastly, each visitor only came across the offer once in the sticky bar.
5. Providing product selection assistance through targeted questions
After visitors spent a certain amount of time on the site, they encountered a series of pre-defined questions. This assisted them in selecting the right product by determining their skin type. Visitors have seen this campaign a total of two times, on two different category pages. This campaign had two major benefits. One is that we improved the customer experience by sending personalized messages. The second is that we positioned Dermaonline as an expert, which increased conversion. This is how you can use OptiMonk, even for branding!
6. Reducing the number of cart abandonments with a free product
One of the most significant means of increasing revenue is reducing the number of cart abandonments. At this stage, the customer has already decided on a product to buy.
In this campaign, we distinguished four segments based on the price of the product placed in the cart. When the intent to exit was detected, we offered a gift with a value matching the total value of the cart. Customers could add this product to the basket with one click. Also, customers who had already purchased from Dermaonline didn’t see the offer, nor did any other cart abandonment campaigns.
Key takeaways
Dermaonline’s success shows the effectiveness of personalized, behavior-based campaigns. Data analysis of customer behavior boosts digital customer experience optimization. This customer knowledge, combined with the right strategy, can improve the customer experience.
The numbers speak for themselves: Dermaonline increased e-commerce revenue by 8.22% in one month. We even tested the success of the campaigns by running an A/B test at launch with an invisible variant. We were able to compare visitors who saw the campaigns to those who didn’t. Not to mention the difference in the two groups’ behavior and their spending. Optimization continues as we add new campaigns and track Google Analytics.
Do you want to know how you can support your customers in decision-making and achieve similar results as Dermaonline?
Through a free consultation, our digital marketing experts are here to help you reach your goals.