Spa Order Boosts Conversion by 15% with Dynamic Messaging
Industry
- Beauty and Spa Goods
- B2B and DTC
challenges
Optimizing an online store that serves multiple customer profiles; wholesale to private label and between.
GOALS
Quickly deploy dynamic messaging for different audience segments.
Tech Stack
- Shopify Plus
- Klaviyo
- Skio
USE CASES
- Dynamic Shipping
- Dynamic Promotions
- Subscription Prompt
results
- 15% increase CR
- % increase AOV
- 0 Developer Hours
Challenges delivering personalized messaging to multiple customer segments
When we met, Spa Order's ecomm team was facing significant challenges delivering personalized messaging on their Shopify Plus store. They needed to optimize quickly and dynamically for multiple customer profiles at once, including wholesale, private label customers, and smaller spa estheticians.
Here's a closer look at the challenges they faced:
- Difficulty with dynamic messaging: Struggling to display targeted messaging for different audience segments. Especially as their store saw a wide variety of site visitors: from wholesale, to private label, and smaller spas/estheticians.
- Time-consuming site updates: Manually updating product pages and header banners was problematic and time consuming, as it was also challenging to keep up with frequent promotions (5-6 big promotions monthly).
- Reliance on development work: Major changes often required developer involvement, while manually editing Shopify theme risked breaking the site unexpectedly.
- Limited promotional visibility: Promo messaging was mainly restricted to the homepage, so customers entering via links to collection pages or PDPs could miss current promotions.
- Lack of personalization capabilities: Spa Order struggled to target different audience segments across the site. This limited the ability to customize messaging for various customer groups.
- Risky last-minute changes: Making quick promotional updates could lead to errors, leading to broken operations and lost revenue.
spa order implements fully personalized dynamic messaging
Assisted by their marketing partners at A-Game Digital, Director of eCommerce at Spa Order, Joe Hollinshead, started testing Because to personalize their site experience.
Their initial goals were as follows:
- Dynamic and personalized messaging across different audience segments.
- Quick adjustments and implementation of promotional banners without needing developer support.
- Testing and optimization of various messaging strategies across the site.
With the Because no-code editor and custom rulebooks, Spa Order could easily swap out and automate promotional messages, exclude specific audience segments from irrelevant messages, and create evergreen messaging for essential offers like free shipping. In addition to saving the time and resources on making changes without their developer, they were able to avoid the potential downfalls of breaking the Shopify storefront by tinkering with the theme.
dynamic campaigns
Spa Order conducted baseline conversion tests against campaigns using Because messaging tools, and witnessed a significant improvement (10-15% lift). They started with basic evergreen campaigns, like free shipping messages dynamically adjusting based on the cart value, and progressively moved towards more personalized promotional campaigns targeted at specific customer behaviors.
Within a short period, Spa Order saw enhanced engagement through dynamic context-aware promotional banners, improved average order value due to targeted upsell and cross-sell strategies, and better customer experience with the ability to match messaging and product recommendations based on customer purchase and engagement history.
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Dynamic Shipping Info:
Using the Because no-code editor, Spa Order implemented a free shipping campaign that adjusted in real-time based on the customer's cart value. As customers added items, banners displayed the remaining amount required to qualify for free shipping throughout each step of their on-site journey. Ensuring this message stayed top of mind for visitors resulted in a significant AOV increase in just a week of A/B testing.
Dynamic Offers:
By integrating Because with Klaviyo, Spa Order leveraged customer data for hyper-personalized messaging. Klaviyo segments were used to show different promotions to different customer groups, enhancing relevance and effectiveness. Here a subscription offer was presented to DTC customers while B2B segments saw a different offer. Analytics show that these personalized, more relevant offers were more effective than showing the same messaging to all customers.
key Benefits Spa order saw by using because
Spa Order's success story showcases the tangible benefits of using Because for personalization and conversion rate optimization. By addressing their initial challenges, Spa Order not only increased their conversion rates but also optimized their overall ecommerce strategy with personalized customer interactions.
Before implementing Because, running promotions required extensive developer support, often leading to delays and errors. With Because, the marketing team at Spa Order could quickly and easily adjust promotional messages without needing technical help, saving several hours each week. With the intuitive Because interface and customizable design elements, Spa Order could launch and adjust eye-catching promotional campaigns in real-time.
A/B testing allowed Spa Order to experiment with different messaging strategies. One such test compared static banners versus dynamic banners, revealing that dynamic messages led to a 15% higher conversion rate. Insights like these were used to refine future campaigns, continually improving performance.
Finally, the onboarding process and 14-day trial ensured a smooth transition for Spa Order. With step-by-step guidance and support from the Because team, Spa Order could fully leverage the platform’s capabilities from day one.This onboarding experience was instrumental in achieving quick wins and setting them up for long-term success.
ready to see for yourself?
"Anyone can give a blanket promotion across the board, but with Because we can target people based on behaviors and Klaviyo audiences to serve up different promotions and campaigns to help reach a better level of profitability."
-Joe Hollinshead
Director of eCommerce at SpaOrder
ready to see for yourself?
book a demo
Here's What to Expect
Here's What to Expect
When you book time with our team, we’ll ask you questions about your conversion goals, take you through a high level overview of Because, and assess the potential conversion impact on your business.
When you book time with our team, we’ll ask you questions about your conversion goals, take you through a high level overview of Because, and assess the potential conversion impact on your business.
