Driving better results by optimizing experience for visitors coming from Non-Branded Campaign

Success Story

Optimizing Experience for New Visitors

 9%

 Increase non-branded conversion by

20x

New customer acquisition increase by

 2%

AD spend reduced by 2%

3.5%

Sales uplift by 3.5%

Overview

Soch is a  one-stop retail brand for all ethnic women needs and the brand has positioned itself in over 39 cities of India with more than 100 exclusive brand outlets with their exquisite offering.

Challenge

Leading fashion retailer website have big difference in conversion when the customer hits the website from different referring like non-branded compared to branded one.

So the real challenge is to have better perspective for visitors coming from non-branded keywords campaigns and optimize the website pages to build trust, authenticity and drive more awareness with meaningful impact through conversion.

Objective

When it comes to e-commerce driving awareness and new customer acquisition is one of the foremost priority of SOCH as this gives them the opportunity to tap tier 2 &3 cities and non-branded campaigns predominantly help them to achieve the same. But at the similar side, these are those visitors have never heard about the brand proposition so objective to design/developed campaigns to show value proposition to these visitors as soon as they land from the non-branded campaign which is more convincing, trust building and enhance the conversion rate.

Testimonial

Our specific customer was difficult to target. Growthvalleys helped us to optimize better experience for visitors who are unaware about the brand, and increase conversion from target customers. The Growthvalleys team continuously monitors tests and reports on our account to ensure we have the best performing experience possible. I highly recommended the Growthvalley team to anyone who needs help boosting the conversion efforts.

Abhinav Kumar

Senior Marketing Head at Soch

Services Used

  • Comprehensive conversion audit
  • Analytics conversion optimization research
  • Strategic Value proposition optimization
  • Engage with customer to get full stack buy-in program
  • The use of heat map and scroll map to provide continuous intelligent feedback
  • Communication and collaboration with the sales team

In order to design better value propositions for new visitors, it is required to learn exactly what users expect when they landed on RS website and what typically goes wrong in the process and what changes exactly require to make in order to avoid these visitors exiting the website.
So the first step taken is we have added an overlay banner on the website for those visitors who visit through non-branded campaigns, and design the banner to display the following proposition +10k Products, +15K+ Happy Customers, + Simple Returns! +10% off on your first purchase.
Also a dedicated Learn More (Button) placed on the overlay banner, which once click takes user to specific landing page that display entire value proposition.

Also in order to make sure that customer don’t feel annoy with this kind of promotions, we have displayed an option to close the banner and once the close button hit the banner won’t be visble for the next 30 days.

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