Creating quality interactions to increase conversions

+13%

Conversion rate uplift with abandoning visitors

+2 million

Customers trust M6 Boutique

+150,000

Impressions on video livestream in one month

Download the Case Study

Challenge

M6 Boutique first appeared as a television show in 1988 and has since been a pioneer of home shopping in France, now extending to e-commerce and bricks-and-mortar retail. Over two million customers trust M6 Boutique, which now offers products from over 400 brands.

Having changed the face of shopping over the last twenty years, M6 Boutique’s challenge today is greater than ever. With e-commerce giants such as Amazon occupying swathes of the market and more brands offering their products directly to consumers via online stores, M6 Boutique began work with Yieldify in 2015. The goals of the partnership was to increase conversions, reduce abandonment and boost average order value, as well as grow customer lifetime value. 

Yieldify’s Solution

One of the key areas identified for improvement was delivery fees. M6 Boutique’s policy adds a delivery charge for each new product added to a basket, contributing to a 40-50% abandonment rate at checkout. However, waiving delivery for all customers would have impacted the bottom line, so a campaign was developed to offer free delivery only to those near the bottom of the purchase funnel.

As well as optimizing key areas of the site, Yieldify worked to highlight the strengths of the M6 Boutique brand, namely it’s TV programming ; for its e-commerce function to succeed, it needed to ensure that visitors were being reminded of the TV content and presenters that they know and trust. Yieldify introduced a video campaign showing a live stream of the TV programme, to subtly leverage M6 Boutique’s core value to drive trust with visitors.

To see more examples of how M6 Boutique increased conversions, reduced abandonment and highlighted core brand strengths with Yieldify, download the full case study.

Result

Yieldify’s delivery campaign targeted visitors on the basket page, triggering when the visitor showed intent to exit. The message offered free delivery on one-item baskets and just one delivery charge for baskets with two or more items; particularly for those with multiple items. This translated to a substantial incentive that helped reduce abandonment and increase conversions by +13% without heavily impacting margins.

The video campaign, which autoplayed without sound, leveraged M6 Boutique’s core value, without interrupting the visitors shopping journey drove 150,000 impressions in just one month

Results

+13%

Conversion rate uplift with abandoning visitors

+2 million

Customers trust M6 Boutique

+150,000

Impressions on video livestream in one month


“The Yieldify team is very responsive to our requests. This enables us to launch campaigns quickly without using our own design resources. This is why we have been able to A/B test multiple scenarios concerning basket abandonment and our special delivery fees. Also, the dashboard enables us to easily monitor our campaigns and ROI.“

Olivier-Savaete