Leaders in the Health and Nutrition industry.
310 Nutrition faced a challenge with their customers’ conversion rate. Despite a loyal customer base, the step from the first purchase to the second proved difficult, especially post-pandemic.
Frequent email and SMS campaigns led to increased unsubscriptions, and low conversion rates on second purchases resulted in unrealized potential revenue.
The goal was clear: a solution to increase the second purchase conversion rate and average order value (AOV) without harming their margins.
One of the most important variables for improving conversion rates is pricing elasticity.
We trained an AI model using customer historical data, capable of predicting the discount most likely to encourage second-time purchases.
These discounts were integrated to 310 Nutrition’s homepage through a pop-up only visible to customers who had only bought once. Klaviyo email flows were also modified to include the personalized discount that each customer was assigned. Both touch points were A/B tested in order to assess the impact.
On Page Intervention
Increase in convertion rate with Personalized Discounts
When the slide out pop-up identifies the user browsing the site as an existing customer, it shows up featuring the discount each user most likely needs to purchase again.
This behavior as well as the look & feel can be tailored to each brand’s requirements. In 310’s case, the product selection was based on the most sold products.
Email Flows Intervention
More Convertion Rate with Personalized Discount
Personalized discounts were included in Replenishment, Winback and Abandonment flows to display different offers depending on each user.
Conversion rate from emails including personalized discounts increased 68% versus emails with fixed discounts. That translated into a 70% revenue uplift.
Within one month of deployment, the Personalized Discounts implemented by Aument drove a significant 32% increase in conversion rate and raised the average order value from $78 to $86. By offering the right discount to the right person, customers ended up buying more products to take advantage of the opportunity, leading to an increase in AOV.
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