Avon Cosmetics was founded in 1886 and grew from a small American company to an international cosmetic brand. Now it generates more than $4 billion in annual revenue.
The brand enjoyed immense success in the Hungarian market—but not without challenges. Avon Hungary launched their ecommerce site in 2013, but they struggled to monetize and convert visitors at that time.
They needed a solution that would improve online sales and maximize their return on investment. They turned to OptiMonk.
Here’s what’s ahead:
After implementing OptiMonk’s extensive onsite messaging tools, Avon:
Gained 5,000 new email newsletter subscribers
Saw a 16.5% decrease in their cart abandonment rate
Experienced a 150% boost in completed orders
Let’s look at how they did it.
Even though Avon’s Hungarian ecommerce store had great traffic since day one, they weren’t meeting their sales and marketing goals.
They struggled to convert a large portion of their visitors.
Avon needed a strategy that would increase conversions and fully monetize their traffic. They created the following objectives:
- Recover purchases from visitors who didn’t complete their sales journey.
- Increase revenue generated from ongoing promotions and seasonal offers.
- Build a mailing list of prospective customers who’re interested in Avon’s products but not yet ready to make a purchase.
And to achieve this, they needed personalized onsite experiences that speak to the needs of each individual customer.
Here’s how they did it.
Avon Hungary wanted a solution to track user behavior and deliver personalized messages. They needed a way to create the perfect buyer experience that customers would love.
Avon chose OptiMonk to help them solve their challenges because of OptiMonk’s dedicated staff and support team. And because OptiMonk made it easy for Avon to provide an amazing onsite journey.
How did they do it?
First, Avon and OptiMonk identified three metrics to build their campaigns around:
- Visitor interest: The products customers are looking for.
- Product value: What customers gain from purchasing your product.
- Traffic source: Where your visitors are coming from.
Using the information they learned from these metrics, Avon designed three types of campaigns:
- Growing newsletter subscribers.
- Recovering abandoned carts.
- Seasonal offers.
Here’s how OptiMonk helped Avon plan and launch its campaigns.
The majority of shoppers don’t buy from an ecommerce store during their first visit.
Most visitors need to be guided through the sales journey before buying something.
Avon needed a top-of-the-funnel campaign to capture leads and gradually convert visitors into customers.
Newsletters are perfect for this task, but there was a problem. Avon didn’t devote much time to grow their mailing list. That’s where OptiMonk helped.
Avon used OptiMonk to create a series of popup campaigns that captured contact information from visitors. Each campaign gave the visitor a deal or discount in exchange for their email address.
One popup offered free samples:
And another popup gave visitors a discount on specific items:
Avon used exit-intent popups so they wouldn’t disrupt their visitors. Shoppers could browse their website uninterrupted, and they wouldn’t see a popup until they tried to leave.
To ensure that their popups stayed relevant, Avon excluded people who visited their confirmation page for their mailing list. This prevented existing subscribers from being targeted with popups they didn’t need.
The results? Avon collected more than 10,000 email addresses after launching the campaign.
Avon also launched a sidemessage campaign to grow its newsletter subscribers.
These onsite messages are more subtle than popups. They appear on the side of the website and don’t interrupt readers. Visitors can continue to browse the site, and they don’t need to interact with sidemessages until they’re ready.
This strategy helped them add more than 300 new subscribers to their mailing list in two weeks.
Avon even sweetened the deal by giving a free makeup guide to those who joined their mailing list.
But they didn’t target everyone with the sidemessage. Avon delivered the message to visitors who were browsing but weren’t ready to buy something yet.
How did they message product-aware visitors and exclude active customers? By targeting visitors based on their traffic source.
Avon only messaged visitors who landed on their website from Google search, Google Ads, and Facebook.
They ignored direct traffic because those visitors were already familiar with the brand. Meaning they were more likely to buy something during their visit.
OptiMonk makes it easy for anyone to successfully launch a campaign like this.
Choose from several templates that are designed to capture email addresses. Select the one you like and add it directly to your website in a few short minutes.
2. Decrease cart abandonment rates while increasing cart value
Avon’s next goal was to reduce cart abandonment rates.
They needed a way to distinguish between high, medium, and low-value orders to personalize their offers. That’s where OptiMonk came in.
Avon used OptiMonk’s targeting features to segment their visitors based on their cart value in Hungarian forints (HUF). They created personalized messages for three types of Avon shoppers:
1. Customers who spend less than 3,500 HUF.
2. Customers who spend between 3,500 and 5,000 HUF.
3. Customers who spend between 5,000 and 10,000 HUF.
Here’s how they did it.
2.1. Cart abandonment value between 0 and 3,500 HUF
The first segment was for abandoned carts under 3,500 HUF.
Avon’s goal was to increase the Average Order Value (AOV). So, they targeted these customers with a popup offering discounted shower gel if they spend 3,500 HUF or more.
They used OptiMonk’s Cart rules feature and targeted shoppers with a cart value under 3,500 HUF.
Avon could then deliver onsite messages to this segment of visitors without sending irrelevant messages to bigger spenders.
Avon used exit-intent to message desktop users when they tried to leave the site. They chose a timed popup for mobile users that triggered after 5 seconds.
And the campaign worked! Avon converted roughly 17% of the visitors that they targeted.
2.2. Cart abandonment value between 3,500 and 5,000 HUF
The next category Avon targeted was shoppers that have cart values that exceeded 3,500 HUF but were less than 5,000 HUF.
Avon needed a bigger deal to encourage this segment of visitors to recover their carts, so they offered a 70% discount on body scrubs.
The catch? Customers needed to spend 5,000 HUF or more on the site to get the discount.
How well did this popup perform? 12.35% of shoppers converted after seeing this popup.
Not only did Avon recover 12% of these abandoned carts, but they also convinced those customers to increase their cart value.
2.3. Cart abandonment value between 5,000 and 10,000 HUF
The final group Avon targeted was customers that have cart values greater than 5,000 HUF but under 10,000 HUF.
They targeted these visitors with an exit popup and asked them to complete their purchase. And to increase their AOV, Avon gave a 70% perfume discount to customers who spent 10,000 HUF or more.
This popup helped Avon recover 14.83% of their abandoned carts.
You don’t need a professional marketing team to increase your AOV and fight cart abandonment. OptiMonk has several templates that will help you achieve comparable results as Avon.
3. Run onsite messaging campaigns for seasonal events
Avon is constantly running seasonal specials throughout the year for new and returning customers. They used OptiMonk to launch campaigns that created awareness around their specials and increased sales.
Executing seasonal campaigns is one of OptiMonk’s biggest strengths. Here’s how OptiMonk helped Avon improve conversions and generate more revenue.
3.1. Black Friday email list campaign
Avon runs teasers on the days leading up to their seasonal events. This generates awareness and gets people excited about their sales.
The first campaign they launched was an OptiMonk popup informing customers about their upcoming Black Friday sale.
They named their campaign “Beauty Fridays” to make it catchy and memorable. The teaser popup consisted of a newsletter opt-in where visitors could stay up-to-date with all of the Black Friday deals that Avon offered.
Avon ran the offer for 5 days and gained more than 3,770 newsletter subscribers from their campaign.
The Beauty Fridays event ran from November 9th to the 15th. During this time, Avon launched 3 popup campaigns on their website to encourage visitors to order their products.
Avon’s previous OptiMonk campaigns using cart segmentation were successful. They went with a similar approach for Beauty Fridays.
Avon showed an exit popup to shoppers with a cart value greater than 3,500 HUF but less than 5,000 HUF when they tried to leave without completing their purchase. When customers spent 5,000 HUF or more, they received a 70% discount on a bottle of Bijou cologne.
But they didn’t stop there. Even the best campaigns can be optimized. So Avon decided to A/B test the Bijou discount with another popup.
The challenging popup gave customers a free bottle of Anew Night face cream.
Test results: Avon found that the face cream popup outperformed the Bijou popup by 5%.
They decided to use the face cream popup throughout their campaign—and it paid off. Avon converted an impressive 33.27% of cart abandoners with this popup.
Want to launch a Black Friday campaign of your own? We recommend these templates to help you generate buzz around your seasonal event.
3.2. Children’s Day prize game
Children’s Day has become an essential part of Hungarian culture. Avon took advantage of the holiday’s growing popularity by launching a Children’s Day event.
They even created a popup campaign for the event that placed customers in a sweepstake to win a Children’s Day package.
To enter the contest, customers just had to order perfume from Avon’s online store.
To ensure they targeted the right visitors, Avon only messaged visitors who were actually interested in the offer. How did they do this? By targeting visitors on pages related to:
- Children’s Day
Avon managed to convert more than 10% of their visitors with this onsite message.
Interested in launching a Children’s Day sale? We recommend these Children’s Day templates to grow your mailing list and increase sales:
Avon Hungary’s campaigns show how effective onsite messages are. They targeted the right person at the right time.
Avon launched personalized popups and sidemessages that successfully:
- Gained them thousands of newsletter subscribers.
- Reduced cart abandonment by 16.5%.
- Increased completed orders by 150% compared to the previous year.
Want similar results for your brand? Create a 100% free account today and discover why countless companies rely on OptiMonk to maximize their sales and conversions.