Delivering on-site promotions at the perfect moment to drive conversions

Challenge

HMV is a leading specialist retailer of music, film, games and technology products. Relaunching its online store in 2014 after two years offline, last year it overtook Amazon to become the largest retailer of physical music in the UK. With entertainment retail now a majority-digital business (57.6%) and over £3.5bn being spent on digital formats in 2015 alone, HMV wanted to ensure it was making the most of this opportunity by engaging music shoppers at the right moment to drive conversions.

Yieldify’s Solution

Yieldify helped HMV engage its website visitors at the perfect moment with two goals in mind: optimize conversion rates and increase average order value. Yieldify launched campaigns aimed at highlighting unique selling points and products.

A powerful USP for HMV is its low delivery threshold, far lower than that of other big competitors in entertainment retail. Yieldify launched campaigns that highlighted this key differentiator, to increase conversions and order value.

A product category HMV sought to highlight was their exclusive range of Steelbooks – collectible packaging for home entertainment media. Yieldify identified visitors who would be interested in these products based on their onsite behaviour and encouraged them to explore these promotions.

Result

To highlight HMV’s delivery proposition an overlay offering free delivery on orders over £10, was shown to abandoning visitors, with messaging that changed depending on the value of items in their basket. This drove a conversion rate uplift of +9.03%.

To showcase the Steelbooks products, Yieldify targeted visitors exiting after browsing the film and TV web pages with an overlay. Visitors who interacted with this overlay were then fast-tracked to the Steelbooks pages, driving a conversion rate uplift of +9.73%

Overall, Yieldify drove a +9% uplift in conversion rate for HMV, and increased average order value by +15% versus. before using Yieldify.