Make online sales the primary growth driver for the company
– Children’s clothing known for its quality and durability
– Twenty or so boutiques in Quebec, 1 unique digital experience
Challenges of the project:
– Increase online sales and make the website the main growth driver for the brand
– To overcome the significant decline in traffic in the shopping centers through a reinvented digital strategy
Leveraging the full potential of marketing automation and CRO
For several years, the children’s fashion sector has been struggling to reinvent itself. Between strong competition and a decline in store traffic, it is now essential for brands to have a powerful e-commerce site, capable of converting new customers and creating a real synergy between the various sales channels. With these challenges in mind, we worked hand in hand with an industry-leading company to make their transactional site a long-term growth engine.
In order to provide users with a simplified navigation, our team first identified all the obstacles to purchase and defined opportunities to improve the user experience. The checkout display was optimized and unnecessary steps were removed. Express payment methods were implemented and the customer experience was enhanced with an order tracking application.
Secondly, the focus was on conversion rate optimization (CRO) and the definition of a growth plan centered on optimizing the site’s performance and highlighting the key elements to encourage purchase. As a result of this approach, the conversion rate on mobile was increased by 80% and cart abandonment was significantly reduced.
Remove disincentives to purchase
In order to provide users with a simplified navigation, our team identified all the barriers to purchase and defined opportunities to improve the user experience. The checkout display was optimized and unnecessary steps were removed. Express payment options were implemented and the customer experience was enhanced with an order tracking application.
Increased mobile conversion rate by 80%
KPI (2020 - 2022)
Centralization and synergy of marketing efforts through automation
Our team also focused on automating tools to improve the centralization and synergy of marketing efforts and maximize their effectiveness. The integration of tools like Klaviyo allowed us to send personalized communications to different segments (SMS, emails, etc.) at the right time and place, improving email revenues by 145%.
Revenue from emails: +150%
KPI (2020 vs 2019)
Email marketing at the heart of the strategy
The objective: to go after prospects thanks to automated flows at all stages of the conversion tunnel.
Welcomes series” have been set up for new customers, “win back” flows for disengaged customers and “exclusive” flows for VIPs. Finally, the deliverability was optimized and allowed an increase in the opening and revenues from emails.
Growth at the rendezvous
The development of a growth plan based on exploiting the full potential of automated marketing and the implementation of an approach to increase conversion on the site allowed the company to record a very strong increase in its online sales and to lay the foundation for continued and sustainable growth in the coming years.
Revenues were multiplied by 4.
Our team will be happy to answer you and accompany you on your project.
A global market leader specialized in recreational vehicles
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