CASE STUDY: Shoe Retailer Snatches 6.8% of Users From Path of Abandonment

by Angus Lynch on September 17, 2014
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Guided by a mission to “constantly challenge, innovate and deliver new and better ways to shop,” ShoeMe.ca set out to offer Canadians the best online shoe-buying experience possible.

Since launching their online store in 2012, the company has quickly become one of Canada’s fastest growing eCommerce companies.

shoeme-homepage

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Now offering over 180 brands, ShoeMe’s busy shopping cart pages were the focus of a Rooster Exit Overlay campaign.

Challenge

ShoeMe wanted to test how a ‘15% off’ coupon would affect their shopping cart abandonment rate.

That said, ShoeMe did not want to cannibalize their average order value. They needed a way to focus the coupon on certain traffic segments, specifically those who were about to abandon their shopping cart.

So the challenge was, how could ShoeMe use their coupon strategically without disrupting the normal purchasing flow of existing customers?

Strategy

Upon reviewing their analytics, ShoeMe noticed that a large percentage of visitors were abandoning their shopping cart after adding products.

That means these visitors were getting several steps into the purchasing flow before leaving. They were browsing inventory, finding shoes they were interested in, and adding products to their cart before leaving the site.

ShoeMe decided that this segment would be ideal to test a 15% off coupon. But how could they do it effectively?

The answer was to place the coupon offer on a Rooster Exit Overlay on shopping cart pages, and utilize Rooster’s exit-intent technology to segment abandoning users from those who were about to purchase.

When users began to abandon their cart, the Rooster Exit Overlay would activate with the coupon offer.

Creative

ShoeMe utilized both their brand elements and the tenets of their value proposition in their exit overlay. opted for very simple creative to display their 15% off coupon.

The exit overlay reinforced the benefits of ShoeMe’s offering: free shipping, duty-free, and free returns. This was intended to reduce anxiety amongst Canadian shoppers, as duties and shipping are a major pain point amongst Canadian shoppers buying from US merchants.

shoe-me-overlay
ShoeMe’s 15%-off coupon, displayed only to users who abandoned product pages

To instil urgency and drive immediate session action, the headline was written as “Buy Now and Take 15% Off.” Contact information was included if customers needed clarification, and finally, a simple (but specific) call-to-action was added.

Results

ShoeMe saw great results from their Rooster Exit Overlay campaign:

6.87% of abandoning visitors who viewed the offer on product pages went on to purchase products.

Takeaway

ShoeMe’s success shows the value of targeting specific user segments with a Rooster Overlay Campaign.

By focusing on customer pain points and placing their exit overlay strategically, ShoeMe was able to convert nearly 7% of otherwise abandoning users into valuable customers.

How many abandoning visitors can you convert to customers? Rooster is available on a free 30-day trial.

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2 responses to CASE STUDY: Shoe Retailer Snatches 6.8% of Users From Path of Abandonment

  1. Very cool test. A few questions:

    Did anyone measure RPV?

    What kind of exit pop was this? Was it one that loaded upon clicking the ‘X’ button (or red button for you Mac users) or upon exit motion?

    Thanks!

    • Thanks Justin!

      We did not measure RPV for this test, but you make a great point. We certainly will on future tests.

      The Rooster Exit Overlay we used for this test was activated by user motions, so the offer was activated only when Rooster detected an abandoning visitor.

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