Judit Pal
CMO OptiMonk
Although AVON spends a lot of time and money on visitor acquisition, they face the same problem as most online stores: 98% of visitors leave without buying. Their biggest challenge is to treat every visitor in a unique way and help them find the most relevant offer. Get to know AVON's easy-to-copy 3-step strategy allowing them to track the ever-changing visitor behaviour and display the right offer at the right time that resulted in 16,5% decrease in cart abandonment and 150% increase in sales.
Judit is a growth marketing specialist obsessed with CRO, CMO of OptiMonk, who truly believes that "the only way to do great work is to love what you do". OptiMonk is an award-winning on-site message toolkit, which helps small and medium-sized businesses win more customers from their valuable visitors. Judit has been involved in online marketing including lead generation, PPC advertising, CRO, eCommerce, social media and analytics for over 6 years.
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How AVON's 3-step on-site messaging strategy boosted its sales by 150%
14. YOUR DESIGN IS OUTDATED.
YOUR CONTENT IS DIFFICULT TO READ.
YOUR SITE RELIES ON OUTDATED PLUGINS.
YOU'RE OVERWHELMING PEOPLE WITH ADS.
THE VIDEOS ON YOUR SITE AUTO-PLAY.
YOUR NAVIGATION STRUCTURE IS UNCLEAR.
YOUR REGISTRATION REQUIREMENTS ARE OBTRUSIVE.
YOUR SITE LACKS PERSONALITY.
YOUR SITE IS SLOW TO LOAD.
YOUR GATED OFFERS AREN’T RELEVANT OR APPEALING.
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6.
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10.
9.
WHYDO PEOPLE LEAVE A WEBSITE
17. GOAL 1
Decreasing the
cart abandonment
rate of the most
engaged visitors Raising awareness for
their hottest offers
Making the ’not
ready to buy yet’
visitors
subscribe to
the newsletter
18. GOAL 1
GOAL 3
GOAL 2
Making the ”not
ready to buy yet”
visitors subscribe
to the newsletter
Decreasing the
cart abandonment
rate of the most
engaged visitors Raising awareness
for their hottest
offers
19. GOAL 1
GOAL 3
GOAL 2
Making the ”not
ready to buy yet”
visitors subscribe
to the newsletter
Raising awareness for
their hottest offers
Decreasing
the cart
abandonment
rate of the
most engaged
visitors
21. #1 STEP
Building
newsletter list
by offering gifts,
discounts and
free ebooks
#2 STEP
Promoting
seasonal
offers to drive
immediate
sales
#3 STEP
Decreasing cart
abandonment rate
with customized
offers based on the
visitors’ cart value
38. FREE SHIPPING ON
ORDERS OVER $40
WOW DEAL
SWEEPSTAKES
SAVE 20%
REFER A FRIEND
& GET 10% OFF
PRODUCT
RECOMMENDATIONS
39. WOW DEAL
SWEEPSTAKES
SAVE 20%
REFER A FRIEND
& GET 10% OFF
PRODUCT
RECOMMENDATIONS
FREE SHIPPING ON
ORDERS OVER $40
STRENGTHENING SALES
PROMOTION CAMPAIGNS
53. REDUCING CART ABANDONMENT
& INCREASING CART VALUE
5,000 HUF < CURRENT CART VALUE < 10,000 HUF
ORDER AT LEAST IN 10,000 HUF VALUE
AND GET A PERFUME FOR ONLY 759 HUF
(INSTEAD OF 2,499 HUF)
54. CAPTURE MORE
EMAIL ADRESSES
REDUCE YOUR CART
ABANDONMENT RATE
PROMOTE YOUR
SEASONAL OFFERS
CART ABANDONMENT BETWEEN
0-3,500 HUF
cart value
3,500-5,000 HUF
cart value
5,000-10,000 HUF
cart value
Discount: 900 HUF Discount: 1,200 HUF Discount: 1,740 HUF
62. „WE HAVE BEEN USING OPTIMONK ON OUR SITE
SINCE 2015. WE HAVE NO CAMPAIGNS IN WHICH WE
DO NOT USE THE POSSIBILITIES OF ON-SITE
MESSAGES. WE CAN SHOW A POPUP TO EVERY
VISITOR, WHICH HELPS THE VISITOR EXPERIENCE
OR SUPPORTS THE PURCHASE DECISION. WE
HAVE TRIED ALMOST EVERY NOVELTY AND WE KEEP
A CLOSE EYE ON OUR RESULTS REGULARLY SO
THAT WE CAN OPTIMIZE THE CAMPAIGNS ON A
WEEKLY BASIS AND CORRECT THE RESULTS IF
REQUIRED.”
Ildikó Siklósi
E-commerce Supervisor
AVON Cosmetics Hungary
63. 98% OF VISITORS LEAVE YOUR WEBSITE
STEP 1: TURN LESS INTERESTED VISITORS INTO EMAIL SUBSCRIBERS
STEP 2: RAISE AWARENESS FOR YOUR HOTTEST DEALS TO DRIVE SALES
STEP 3: EVERY SAVED CART MATTERS
TREAT YOUR PROSPECTS AS INDIVIDUALS
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5.
TAKEAWAY