Nowadays, with many online stores offering similar products, working only on generating more traffic to your site is not enough to reach the desired outcome – an increase in revenue.
While driving traffic is considered one of the hardest tasks of any ecommerce site owner, the second most time-consuming and resource-intensive task is to build trust with visitors as most are not likely to make a purchase the first time they visit your site.
Onsite Retargeting can help you capture visitors who don’t make an immediate purchase, and build an email list that you can use to build engagement with these potential customers.
Capturing leads, crafting well-written newsletters, and providing discounts to subscribers can help you generate more revenue and more loyal customers. In this case study, we’ll show you step-by-step how an ecommerce store increased their number of leads by more than 1200 in just 90 days using Onsite Retargeting.
Meet the Dockyard
Dockyard.hu is an online store in Hungary that sells a wide variety of brand name clothing and apparel for men and women. The store is famous for the outstanding quality of its products and also special attention to their customers’ needs. In addition to running a very successful ecommerce store, they also have physical stores all throughout Hungary.
One of the marketing strategies of Dockyard is to offer special incentives that convince first-time visitors to purchase immediately. However, due to the seasonal nature of their product line, they can’t always rely on immediate sales for revenue. Therefore, outside of their seasonal sales, Dockyard’s goals are to build a stable database of subscribers and convert them into buyers later on.
They achieved spectacular results using OptiMonk – and now, you can learn the solution they applied successfully and use it to boost the revenue on your site.
We’ll show you exactly how they:
- gathered 1,200 new subscribers in total
- increased their number of returning visitors by more than 12% compared to the same period in the previous year, after just 1 month of running the campaign
- boosted their conversion rate of returning visitors by 39.91% during the peak period
- achieved an incredible 9400% monthly ROI – their return on investment was 94x’s their monthly subscription to OptiMonk
… all by using Onsite Retargeting.
Although Dockyard is famous for selling casual men’s and women’s clothing, they mainly concentrate on seasonal clothing suitable for Winter and Summer. Therefore, the peak of their sales usually occur during the same time periods. As a result, during the rest of the year, their ecommerce conversion rate can drop below 1%. The reason for this drop in sales was that people would visit their online store, browse through the site, gather information about products for the future and then simply leave.
They needed to find a solution to increase their sales or account for the lost sales by boosting sales during their peak time period. In other words, their goal was to build trust with people who visited their site outside of peak time periods by signing them up for their email list and sending them worthwhile content. Then, when the proper time arrives, it’s easier to convert these visitors into customers with a discount or special offer.
Many ecommerce sites that sell seasonal products face a similar challenge. Some sites simply focus on increasing conversions for visitors during peak time periods. However, why not offer visitors outside of those time periods a reason to return to the site again? For this exact reason, Dockyard decided to take advantage of Onsite Retargeting.
Now, let’s see how they put their solution to work:
Boosting their email subscription rate to increase sales in the future
There are many ways to attract visitors and convince them to purchase immediately: offer incentives, discounts, free shipping and more. However, what if there are no discounts which are available at the time and the next sale is some time in the future?
In that case, the best solution is to inform visitors about seasonal sales so that they can sign up for your email list and receive a notification when the time arrives.
Here’s what Dockyard did:
As most of the visitors outside of the peak periods were not looking to buy something immediately – but were gathering information for the future – many of them signed up for the offer. Dockyard then provided worthwhile content in their emails, building trust with their subscribers, and convincing many of them to return and make a purchase.
The goal of the Onsite Retargeting is to display your offer only when needed. Most importantly, it shouldn’t prevent your visitors from browsing your site. Therefore, Dockyard displayed their offer in a popup that was only shown to visitors who had spent some time on their site before leaving.
Let’s take a look at the settings they used to ensure their offers were displayed based on engagement and didn’t interrupt or annoy their visitors.
When it comes to building your email list, the best time to display your message is on exit-intent. The reason is that while visitors are still browsing and engaged, they may overlook the next steps or don’t connect with your initial offer. However, once they are leaving your site after they find nothing further to browse, this is the best time to show your offer:
Dockyard displayed their offer in a popup that displayed up to two times for each visitor. This gives visitors who skipped the offer the first time a second chance to subscribe, without overwhelming visitors who were simply not interested:
Moreover, to make sure their popup displayed only to those visitors who were engaged on their site, Dockyard displayed their offer only after someone had opened at least 3 pages on their site before leaving:
To monitor the performance of their campaign, all the statistics were forwarded to their Google Analytics account:
Using this Google Analytics integration allowed Dockyard to measure their campaign and also go a step further, measuring the revenue they gained from the campaign which is especially important for ecommerce stores who are optimizing their marketing campaigns.
Dockyard was more than successful using OptiMonk for their Onsite Retargeting campaign. By targeting the right audience during the right time of the year with their email campaign, the number of returning visitors who made a purchase increased significantly.
Dockyard was able to increase their email list with 1,200 new leads using OptiMonk in just 3 months of running the campaign. Most importantly, these were visitors who had displayed genuine engagement on their site.
Their total revenue increased, as more than 70% of transactions were completed by returning visitors during the peak sales period.
The overall result was a return of 94x’s their monthly subscription cost to OptiMonk – an incredible 9400% ROI!
Taking into consideration that the campaign ran for only 90 days, Dockyard achieved incredible results, boosting their email list with 1,200 quality leads. Looking beyond converting immediate traffic, their strategy worked, and the number of returning visitors who purchased increased significantly along with their revenue. All due to Onsite Retargeting.
(Note: Would you like to see similar results on your site? Click here and start your 14-day free trial now. Stop losing customers today!)