Understanding and Optimizing the Customer Journey

+11.2%

conversion rate increase with targeted social proof

46%

of users from PPC prefer to ‘shop by style’

+124%

uplift in catalogue sign-ups

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Leading bathroom retailer, soak.com has worked with Yieldify for over three years to constantly evolve the online customer experience. While the initial goal of working together was focused on lead generation, soak.com quickly recognized the power of Yieldify’s solution to improve different aspects of the customer journey, across multiple touchpoints

Challenge

A particular challenge within bathroom retail is understanding intent – as a high-value, high consideration purchase, it’s crucial to use the right message at the right moment to move visitors towards a purchase. Too early, and they’re not ready to buy, too late and you’ve missed the opportunity. Yieldify and soak.com worked on a variety of campaigns to gain insights on customer behaviour, and use these insights to optimize different stages of the customer journey.

Solution

Watch the video to learn how soak.com understands and optimizes the customer journey:

In order to better understand high-value visitors arriving from paid channels, Yieldify worked with soak.com to serve a message to existing PPC traffic. An overlay asked visitors exiting the radiators category what they’d been looking for, including three calls-to-action: the option to shop by style, by room or by colour. This re-engaged abandoning visitors and also allowed soak.com to understand the reason behind this.

Another way that Yieldify worked with soak.com to optimize the customer journey was by utilising the concept of social proof. Again, surfacing insights on how this campaign performed was crucial to understanding customer behavior and creating a fully optimized journey. 

Initially, the social proof campaign was not performing in-line with Yieldify’s benchmarks, and so the team created versions that utilized time-of-day targeting to focus on lunchtime and evening browsers. With bathrooms being a high-consideration product with a long purchase cycle, the hypothesis was that those who were browsing at these times were higher intent visitors. 

Finally, soak.com and Yieldify worked together to bridge the gap between online and offline by highlighting the availability of the print catalogue to website visitors. 

Results

The campaign targeting PPC traffic has two benefits: on the one hand, it helped ensure that traffic acquired at a high cost would not be easily lost. In this respect, the campaign continues to help drive conversion rate increase.

On the other, it also helped the team at soak.com improve their understanding of their PPC traffic behaviour. The discovery that 46% of PPC visitors prefer to shop by style has informed soak.com’s strategy, allowing them to create a relevant journey for these visitors.

For the social proof campaign, the hypothesis that lunchtime and evening browsers were more likely to be high-intent visitors was proven correct. As a result, the campaign generated a +11.2% conversion rate uplift in the target group of lunch-time mobile users, and a further +7.9% uplift with evening browsers.

To support the various user types and stages of the buying cycle, soak.com also utilised Yieldify’s notification overlay to promote their catalogue, resulting in a 124% uplift in catalogue sign-ups.

This hybrid approach of reviewing the customer journey ensured soak.com were able to communicate with their visitors at timely touchpoints to help drive incremental revenue and conversion.

Results

+11.2%

conversion rate increase with targeted social proof

46%

of users from PPC prefer to ‘shop by style’

+124%

uplift in catalogue sign-ups


“We get great support form the Yieldify consultancy and data teams to really inform business decision and drive change. The technology is so agile, so fast to get up and running. We can come up with an idea on a Thursday, and it’s ready on Friday!”