E-Commerce Jewelry Lifecycle Case Study 2024
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Lifecycle
Optimizing the Customer Journey Increases Online Revenue 329%
An e-commerce jewelry brand leveraged Cro Metrics’ comprehensive, experiment-led approach to evolve their SMS and email strategies. They moved from simple welcome and cart abandonment emails to a holistic funnel strategy that incorporated personalized automations. This shift tailored the customer journey, enhancing engagement and increasing conversions.
+329%
Increase in Revenue
+39%
Click Rate
+566%
Revenue Per Recipient
The Challenge
The e-commerce jewelry brand faced a challenge due to its basic email automation, the absence of SMS testing, and the use of an Email Service Provider (ESP) with limited personalization and testing capabilities, which restricted effective customer engagement.
The Solution
Cro Metrics migrated the client to a more customer-centric Email Service Provider (ESP), Klaviyo, and warmed the audiences to ensure a smooth transition. By enabling the Shopify integration, we leveraged the enhanced personalization and segmentation capabilities. A multi-test roadmap was established to explore and optimize various strategies and swimlanes.
The core lifecycle touchpoints, including Welcome and Abandoned Cart Flows, were rebuilt, and four additional automations were added to the mix. Testing was introduced to the SMS channel as a new swimlane to refine and optimize messaging strategies, transforming SMS from a ‘send it and forget it’ channel to one actively engaged in testing and improvement.
Results
This strategic overhaul not only demonstrated the viability of SMS testing through a multi-test roadmap but also led to significant improvements across the board. By integrating email and SMS flows and optimizing messages with targeted personalization and continous testing, the brand significantly enhanced its marketing effectiveness, resulting in a marked increase in lead acquisition at the top of their funnel.
The optimized Welcome Testing Roadmap drove remarkable outcomes, including a 210% revenue increase. Key test results included:
– Testing the time of send resulted in a +21% conversion rate.
– Using emojis versus plain text led to a +31% conversion rate.
– Comparing MMS to plain text saw a +129% click rate.
– Implementing a call to action (CTA) versus no CTA observed a modest +2% click rate increase.
Year-over-year comparisons were equally impressive, with a 9% higher open rate, 39% higher click rate, an extraordinary 812% increase in conversion rate, and a 566% surge in revenue per recipient. These outcomes underscore the critical role of lifecycle testing in enhancing your testing program’s impact.
Simple E-Newsletter Updates Boost Click-Through Rates
Teach For America is a nonprofit organization dedicated to recruiting and supporting teachers to ensure every child is able to receive an equitable education. Teach For America finds, develops, and supports a diverse network of leaders, working together to end educational inequity.
Teach For America reached out to Cro Metrics when they discovered they needed leadership and execution for their large email program after noticing declining engagement rates from their core audience.
The Challenge
Teach For America provides supportive resources for teachers and school administrators. One of those resources is a biweekly email newsletter focusing on tools, tips, resources and additional opportunities. The e-newsletter shares classroom tips, lesson plan suggestions, grants and benefits such as Better Help subscriptions for educators.
We noticed that the e-newsletter’s overall click rate and read-through rate were decreasing over time. Because of the critical support and guidance found inside the newsletter, we knew we needed a solution and quickly began testing to improve engagement.
The Solution
During the initial stages of the project, we noticed that the majority of clicks were happening in the small section of the newsletter called Resources and Opportunities.
Inspired by this insight, we restructured the template of the newsletter and put all of the content into the Resources and Opportunities section. We also shortened the copy of the newsletter and made it easily skimmable.
We then performed our initial experiment, determining click-through rate as our key metric.
The Results
The simple newsletter updates made during testing resulted in a 30% increase in click-through rate. We also saw a 43% increase in the click-to-open ratio, signifying that more people were reading through the entire email.
An increase in click-through rates means that more teachers and administrators are receiving the critical resources they need for support. Plus, Teach For America is using their email newsletter and overarching lifecycle marketing strategy to build awareness and improve education for all.
Want to improve your lifecycle marketing strategy? Reach out to us today.
