Rickysarkany.com wished to increase its revenue for new visits and to reduce its shopping cart abandonment rate. The key was to optimize its conversion rate without investing in a “spray & pray” solution, intelligently identifying those visitors who need an incentive to become buyers. The objective was to increase total revenue, but without wasting discounts on those visitors who would have bought anyway.
Dreamstore is the eCommerce arm of Ricky Sarkany, one of the most recognized brands in the world of fashion in Argentina. Ricky Sarkany’s recent expansion has been not only in opening stores in new centers, but also, in developing collections of women’s and men’s shoes, purses, belts, a complete line of leather and skins, all of them are made manually by highly specialized craftsmen, with exclusive materials imported almost entirely from Italy
Using the advanced segmentation engine and the help of Campaign Managers from Fanplayr, Ricky Sarkany was able to identify the profile of visitors with a low probability of converting, by analyzing their behavior on the site.
The campaign, which also includes a strategy to increase purchase intent, focuses on increasing user engagement with the site, together with an upselling strategy whose objective was to increase the average value of orders.
“Fanplayr is a great tool, it allows us to identify and guide visitors that were difficult to convert online. The solution responds to our needs, and we appreciate the response capacity of the team” - Matías Bras Harriott, RickySarany.com, Digital Director
Fanplayr implemented several A / B tests to measure the effectiveness of its campaigns in Ricky Sarkany’s Dreamstore.
Only 50% of the visitors were targeted while the other 50% continued browsing, as before. In this sense, both clusters were compared in their main indicators and the results were really surprising, with increases in the conversion rate of + 34% and net income of +55%.