Glorious Gaming is a leader in high performance gaming peripherals like keyboards, mice, accessories and has built a reputation on producing high quality, performance driven, affordable, and customizable gaming gear.

However, as Dave Colgan, Director of Global ecommerce explains, the company began analyzing their digital performance only to realize that several significant challenges were preventing them from fully capitalizing on their market position.

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Challenges: Traffic, or Conversion?

Glorious Gaming faced several challenges related to their ecommerce operations.

Initial Misidentification of Core Problem

Glorious Gaming initially believed their primary challenge was insufficient traffic.

However, while they "recognize[d] the importance of qualified traffic," their data analysis revealed a different story - their real opportunities laid in conversion rate optimization.

This crucial insight prompted the company to pivot their focus from traffic acquisition to improving the conversion rates of their existing visitor base.

Technology & Tool Limitations

Glorious had recently launched a new website, but found themselves constrained by significant technological limitations. As Dave notes, "We really didn't have a tool to do A/B testing."

They lacked the necessary tools for running personalized campaigns and needed more sophisticated ways to leverage their Email Service Provider data.

Customer Experience Issues

One of their most pressing challenges was that "customers often struggle[d] to find relevant products." A look at Glorious’ extensive product catalog and filters shows how many products the site has:

The absence of personalization capabilities and product recommendations created a suboptimal shopping experience, and as a result, they had untapped revenue.

These limitations manifested in tangible business impacts, specifically resulting in higher bounce rates across their platform.

Content Delivery Challenges

Glorious Gaming found itself unable to "serve dynamic content that really highlighted value propositions."

Dave recognized the critical need to target specific customer segments with relevant messaging, but lacked the technical capability to deliver personalized content for segments of our customers that made sense.

This gap between their vision and capabilities significantly hampered their ability to communicate effectively with their diverse customer base.

Data & Analytics Gaps

Glorious Gaming struggled with limited abilities to "test and learn [while] capturing that data."

They needed more sophisticated tools to make informed, data-driven decisions about their digital strategy. Without effective means to measure and analyze campaign performance, they found themselves unable to optimize their marketing efforts based on concrete data.

These challenges were particularly significant given their position as a digital-first gaming peripherals company, where customer experience and personalization play crucial roles in market success.

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Initial Situation Assessment

Dave explains the process to finding a way to increase conversion rates and improve the customer experience:

"Given that we just launched a new website, we were really looking for a tool to help us accomplish a couple of those things [noted above]. Exploring the testing and personalized campaigns, Because gave us a way to be smarter about the way we used our resources."

The criteria for find the right tool included the following checklist for Dave:

1. Address their conversion rate opportunity rather than just traffic
2. Integrate with Klaviyo
3. Better leverage their ESP data in Klaviyo
4. Enable testing and personalization on their new website

Dave notes, "Anybody can [benefit from] more traffic, but are you really converting the traffic that you are getting? We felt the biggest opportunity, at least initially, was improving conversion"

Because stood out to Dave for several key reasons;

1. No Developer Requirements: “As a relatively small team, not having to spend a lot of time and resources into the actual changing of code, or anything like that, really helped us get up and running very quickly.”
2. Risk-Free Testing: The 14-day free trial that Because offered was essentially free money. “When a company is willing to not charge and just [let you] test [the product], let's test it, see where we land, and prove out the ROI". It was an offer he could not refuse.

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Implementation of Because

After implementing Because, Glorious Gaming began leveraging the tool across multiple strategic areas. To start, Dave focused his implementation around his existing comprehensive data, drawing insights from past purchase history, browsing behavior, engagement metrics, and location-based information to create more personalized experiences.

Testing and validation became a cornerstone of their strategy.

Rather than making uninformed changes, the team could now validate their decisions with data. As Dave explained, "the A/B testing was important as well to be able to get that baseline and understanding instead of just throwing stuff out there, hoping it sticks. Really getting that data back to say, ‘Hey, we did make a great choice in that’ [was important]."

Personalization on a Global Scale

One of their most successful implementations focused on improving the global customer experience.

The team developed sophisticated location-based messaging systems that provided dynamic shipping information (see image below).

"We're using it right now to serve dynamic messaging surrounding the transit times." Dave shared. "Depending on the country you're coming in from, we have different campaigns set up based on our warehousing and our transit times to serve that message dynamically."

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The Key Result: 35% Overall Conversion Rate Improvement

Since implementing Because, Glorious Gaming has seen remarkable 35% increase in conversion rate across the board.

The impact of their personalization efforts are particularly apparent on their Collection pages, where strategic capsule placements delivered strong performance gains.

Additionally, their location-based messaging strategy proved exceptionally successful, generating what Dave described as "actually a 30x lift" in engagement.

This dramatic improvement came specifically from implementing dynamic transit time messaging that varied based on customer location.

Because has strengthened Glorious Gaming’s overall marketing strategy, creating a personalized approach to how they engage with their audiences. Because A/B testing capabilities have proven particularly valuable, allowing the team to validate their decisions with data and confidently maintain successful campaigns.

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Key Takeaways

The Glorious Gaming case study highlights the impact of prioritizing conversion over traffic, leading to a remarkable 35% increase in conversion rate and a 30x boost in campaign performance.

This shift allowed Glorious to deliver a more personalized experience for their diverse customer base without extensive resource allocation, thanks to a no-code solution.

For brands looking to replicate these results, the emphasis on easy implementation and risk-free testing proved essential in maximizing ROI.

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