Every online retailer will occasionally run specials or site-wide discounts for their shoppers. In our experience, we’ve found specials to be a valuable ice-breaker for getting the conversation started with your shoppers.
EverydaySource an online merchant for quality electronics, recently embedded our Get-a-Fan app into their buying workflow to drive a site-wide promotion, gain fans and increase sales. Here’s tips and learnings from their campaign.
Overview. Visitors to EverydaySource were greeted with the slide-out in the image below offering $3 off on their order of $15 or more for a limited time. Users could then Like the brand’s fan page to reveal a one-time use discount coupon. They could also choose to close the app and continue shopping. The app stays available to them unobtrusively for their entire time on site. If users decide to make their purchase, they can click on the app’s tab to slide it back out and unlock the offer with a Like.
Promotion details. EverydaySource went with a simple and direct promotion that would appeal to all visitors independent of the product they intended to buy. They clearly called out benefits of becoming an EverydaySource fan including more perks such as giveaways and contests. The slider banners were created and colors chosen to carefully blend the app with the rest of the website.
How we measured? A/B test principles were used to accurately measure the impact of the app on Sales conversion. All visitors were divided into two roughly equal groups. One group followed the regular buying workflow. The second group were shown the Get-a-Fan app in their workflow. To calculate the Sales uplift, conversions for each group were tracked and compared.
What we’ve learned. Specials are far more valuable than we think. By requiring users to Like and endorse the promotion, users earned their discount and made a soft commitment towards making a purchase on EverydaySource. This yielded true fans of the brand who’ve expressed a positive interest in making a purchase and a Sales uplift of 9.29%. By asking shoppers to Like the promotion they also gave the promotion a sense of exclusivity and reinforced the idea of becoming a fan for more exclusives like this one.