mabel's labels webinar
TRANSCRIPT
Mabel’s Labels: An Avery Brand
How the Mabel’s team worked with AddShoppers to boost revenue by 17% and recovered cart abandon conversion rate by
460%
Your presenters
Peter MessmerDirector + Growth
AddShoppers
Joe MachenDigital Marketing Analyst
Mabel’s Labels
I. Who is Mabel’s Labels
II. Mabel’s Labels pain points and goals
III. Marketing with BT to deliver a better UX and increase conv. %
IV. Shopper Portal Results: Cyber Monday Exclusive
V. Q&A
Summary
AboutAddShoppers
The leading On-site Marketing Platform (OMP) for Commerce.
We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us. Clients across industries
Marketing on your site shouldn't take a village
About Mabel’s LabelsFounded in 2003 by four mothers, Mabel’s Labels became the solution for durable kids labels.
Mabel’s Labels started their production journey out of a basement in Canada, becoming an award-winning, market-leading company selling their products worldwide.
They have been featured on The View, Today, The Early Show, Forbes.com, In Style, and more.
Pain Points Wanted to increase lead generation.
Needed a new way to increase sales volume and revenue.
Lacked an effective method for presenting promotions to customers.
GoalsUse Behavioral Targeting to generate new customer acquisition.
Lift conversion rates on cart abandonment with targeted campaigns.
Provide a better user experience for their customers.
2016 by the numbers
12.7%23.3%
16.8%18.8%Overall conversion rate Revenue
Conversion rate during their busiest season
Marketing with Behavioral Targeting
● Their prior top banners required regular maintenance and posed SEO issues.
● BT enabled specific product line pushes with content targeting.
● Segmenting offers by geographic location became a possibility.
Why Behavioral Targeting?BT is one of the Applications that make up the AddShoppers OMP. It became the core of Mabel’s Labels strategy due to its flexibility, multi-campaign functionality, and rich data capture abilities.
Marketing with BT was a revenue generating choice for Mabel’s Labels for these reasons:
Hitting Goals Equipped with BT and the AddShoppers strategy team, the Mabel’s team launched a series of highly targeted BT campaigns throughout 2016.
These campaigns worked together to build unified shopper profiles that enabled better content targeting and realized goals.
Following are examples of what they launched, as well as individual results of each campaign.
● Segmented inventory push
● PR campaigns
● List growth campaigns
This cart abandon campaign achieved a 21.7% conversion rate
Inventory Push CampaignsMabel’s Labels used AddShoppers BT to push content and new product lines.
They used an entry modal to upsell shoe labels, offering a 50% discount on the labels if customers used their new donut icon.
This campaign resulted in a 7.5% conversion rate at checkout.
Geo-based CampaignsDuring the Canadian postal strike of Summer 2016, Mabel’s Labels offered a variety of shipping discounts to their Canadian customer base.
Utilizing the geo-targeting functionality for BT campaigns, this educational modal increased their Canadian site conversions by 17% and generated close to six figures in revenue.
Postal StrikeMabel’s Labels uses AddShoppers Behavioral Targeting for more than incentivizing conversions.
They used BT to communicate with their customers during the Canadian Postal Service strike to display important shipping news.
Made In CanadaAs a company that got their start in Canada, but has since developed into a brand sold internationally.
Mabel’s Labels wanted to assure their customers that Mabel’s products are still Canadian made.
This announcement popup, sans incentives, lifted conversion rates by 5.42%.
Pain Points
Increase lead generation.
Increase sales volume and revenue.
Effective method for presenting promotions.
Goals
Generate new customer acquisition with BT.
Lift conversion rate on cart abandon.
Provide a better user experience to their customers.
Results
Obtained 24k new contacts.
Recovered cart abandon conversion rate up by 480%
Revenue up by 82%.
Further OptimizationMabel’s Label’s has seen overwhelming success using the AddShoppers OMP in 2016.
Knowing that Google is making changes to mobile SEO rankings Jan. 2017, they decided to test our Shopper Portal.
The state-of-the-art Shopper Portal will replace most traditional AddShoppers BT campaigns on their site in an effort to avoid Google SEO penalties and further improve their overall UX.
All Our Apps. One Promo Portal.
Shopper Portal ResultsA Cyber Monday exclusive
Black Friday + Cyber MondayThe AddShoppers Shopper Portal was used as a home base for launching Mabel’s 2016 holiday marketing campaigns.
Due to the campaign’s time-sensitivity, we integrated a countdown timer into the portal. Once the shopping weekend ended, the portal disappeared.
Next StepsMabel’s Labels has seen consistent success with AddShoppers powered campaigns.
Using the Shopper Portal, the Mabel’s team plans to migrate their remaining BT campaigns in an effort to:
● Drive increases in brand awareness + business through social sharing
● Build customer loyalty with next level, personalized shopper experiences
● Increase site efficiency with campaigns that are easy to launch and monitor
To learn more about AddShoppers, talk with us:
addshoppers.com
Additional Questions? Follow Up?
[email protected]@TheBigCatSays
To learn more about Mabel’s Labels visit:
mabelslabels.com
[email protected]@mabelhood
