Outbound Marketing Agency
Outbound Marketing Agency
Boost in Conversion Rate (CR) from 0.4% to 0.76%
Increase in Add-to-Cart to Checkout Rate from 18% to 36%
Surge in Revenue from optimized ad strategies
A Big Indian Story (ABIS) is a sustainable fashion brand, offering eco-friendly, cruelty-free products that blend modern design with traditional craftsmanship. Despite offering high-quality products, they faced challenges with conversion rates, which remained around 0.3% to 0.4%. They needed a data-driven approach to identify bottlenecks in the customer journey and turn their website visitors into loyal customers.
When we engaged with ABIS, they were experiencing a troubling conversion rate of 0.3% to 0.4%. Although they had a steady stream of visitors, they weren’t converting into sales, which was alarming for a brand with such a unique value proposition. The primary challenge was the lack of visibility into user behavior on the site, leading to missed opportunities in guiding users effectively through the purchase journey. With an urgent target to lift the conversion rate to near 0.8% within just one week, we needed a rapid, data-driven approach to understand and optimize the customer journey immediately.
We devised a comprehensive conversion rate optimization strategy to address the challenges faced by ABIS, focusing on improving the user journey and maximizing the effectiveness of their ad spend:
User Behavior Analysis: We implemented a user behavior analytics tool to gain detailed insights into how customers interacted with the website. This allowed us to pinpoint exactly where users were dropping off during the buying process.
Sticky Add-to-Cart Button: We introduced a persistent add-to-cart button to ensure that customers always had easy access to their cart, no matter where they were on the page.
Sliding Cart Feature: To combat the issue of cart abandonment, we added a sliding cart that immediately appears when a customer adds an item to their cart. This kept the cart visible and reminded customers to proceed with their purchase, significantly improving the transition from add-to-cart to checkout.
Ad Spend Optimization: We shifted the focus from broad catalog-based campaigns to highly targeted product-specific ads. This approach directed customers to specific products, enhancing the relevance of the ads and increasing their engagement rates.
Upon deploying the user behavior analytics tool, we discovered a critical issue: when users added items to their cart, a brief notification would appear and then disappear within 5 seconds. This fleeting message was causing users to lose track of their intent to purchase, leading to high cart abandonment rates. By introducing the sliding cart, we ensured that customers were consistently reminded of their items, encouraging them to complete their purchases. This adjustment led to a remarkable increase in the add-to-cart to checkout rate from 18% to 36%, effectively doubling the metric.
To test an alternate landing page design, we shifted focus from catalog-based ads to product-specific campaigns. This strategic move allowed us to assess the effectiveness of targeted ads in guiding users to specific products. The results were impressive, with 55% of all orders coming from these product-specific ads, while utilizing just 27% of the total ad spend. This approach not only validated the new landing page design but also drove higher engagement and conversions, significantly boosting ABIS’s revenue growth.
The CRO interventions delivered transformative results for A Big Indian Story, leading to substantial improvements in their sales funnel:
These results not only elevated ABIS’s performance metrics but also empowered them with a deeper understanding of their customer behavior, setting the stage for sustained growth and a stronger foothold in the landscape of sustainable fashion.