Beauty brand converts with product-first marketing

+57.1%

Conversion rate uplift by highlighting USPs

+32.6%

Increase in average order value with dynamic promotions

+33.3%

Conversion rate uplift with product sample notification

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Challenge

Known for its strong brand values and heritage, Kiehl’s has an unconventional beauty marketing strategy of letting its products speak for themselves. This is achieved by combining a generous sampling policy with an in-store experience renowned for its knowledgeable customer service advisors who demystify the products. Kiehl’s ultimate goal is to recreate these experiences online.

Yieldify’s Solution

Kiehl’s Spain worked with Yieldify to focus on conversion rate optimization by highlighting USPs aimed at familiarising hesitant visitors with the brand. The campaign showcased Kiehls 72-hour delivery, free samples and 28-day satisfaction guarantee to users who had previously visited but not yet added items to cart.

In addition, Yieldify created an innovative free shipping offer to reduce cart abandonment. Visitors showing intent to exit with a basket value below €60 were given a personalised incentive to stay, being shown the exact amount they needed to spend to qualify for free shipping via Yieldify’s Dynamic Promotions feature.

Finally, those with a cart valued between €75 and €89 were targeted with a corner notification offering a range of samples and sachets for orders over €90, mirroring the generous in-store sampling policy.

Result

The USP campaign improved conversions by +57.1%, while the dynamic free shipping offer saw a +77.6% uplift in conversion rate and a 32.6% increase in average order value. Additionally, the free sample offer garnered a +33.3% uplift in conversions and a +4.2% increase in average order value.

Results

+57.1%

Conversion rate uplift by highlighting USPs

+32.6%

Increase in average order value with dynamic promotions

+33.3%

Conversion rate uplift with product sample notification


“The winning combination of Yieldify’s technology and team forms a valuable part of our digital strategy for L’Oreal brands here in Spain. The Kiehl’s results demonstrate the positive ROI we have achieved through this partnership, by driving an increase in conversion rates and average order values. We’re excited to continue optimising our customer journey together.”