Case Study: Nine West
Nine West increases conversions by removing browser-based ads
Overall site revenue per session
Overall site decrease in cart abandonment rate
Browser-based ads diverting shoppers away from Nine West, to competitor sites.
Regular shoppers on Nine West started to complain about intrusive pop up ads on their retail site. But these ads were not being served by Nine West at the time and they couldn’t really see how where they were showing up or how many ads were there in all.
But after meeting with BrandLock, they saw all these ads first hand and the number of ads was quite alarming.
The ads were not only contextually right, but they were also seamlessly blended into the product page. While they were displayed like the product of the retailer, when clicked, they took the shopper to a competing site.
The next thing was to check just how many of the Nine West shoppers were seeing such ads.
BrandLock helped them identify that about 11.25% of their sessions were impacted by these ads.
Nine West immediately realized that these distractions were no longer targeted at hacking their site but stealing their customers.
BrandLock’s Shield removes unwanted ads to decrease shopper frustrations and improve conversions.
Agreeing to work on a performance-based model, BrandLock and Nine West began running an A/B test on the store visitors, over a period of twelve months. The test was targeted at demonstrating the impact of revenue per session when Shield disabled unwanted ads in real time vs the site visitors that were still seeing these ads.
With the implementation as simple as dropping a line of code into the tag management solution, we got to work immediately.
In the first month, Nine West began with a 50-50 traffic split to see how effective Shield was at keeping unwanted ads at bay and converting the audience that was being protected from them.
From the second to the twelfth month, BrandLock’s Shield ended up protecting 90% of their store traffic from unwanted distractions, leaving only 10% in a control group.
Nine West reduces cart abandonment with BrandLock Shield
In the first month, Nine West saw a +5.3% increase in the overall revenue per session. The next month, the retail store saw it climbing up to +10.89%.
After 11 months of continuous A/B testing with BrandLock, the results were clear. It was possible to improve the monthly revenue by 5-10% by simply disabling all the consumer browser-based distractions that were luring the shopper away
But that’s not all.
Nine West found a self-funding solution to keep unwanted distractions at bay. The fees paid to BrandLock was covered by a small percentage of the resulting revenue lift.
the results set
cart abandonment rate