Site & Email Marketing Recap
This is a newly designed retrospective format with highlights from March as well as our April calendar & What's Trending.
Site Merchandising & Messaging
Top Performing HP Story
Mini Experience Results
We tested a more visually rich navigation on the landing pages for Wedding, Swim & Plus Sizes & saw positive results for new & returning customers. Currently testing Dresses, Apartment & Accessories mini experiences.
15% decrease in bounce rate10% increase in AOV
Email & Direct Messaging
- Added 6 new browse-triggered campaigns (plus, skirts, intimates, special occasion dresses, party dresses, wedding). After adding these campaigns, we saw an 18% lift in visits and 20% increase in revenue from browse-triggered campaigns.
- Rolled out top-rated dresses email with confidence messaging to 100% in Welcome flow. Result: Sending that email converted 26% more nonbuyers to buyers.
- Started daily push on 3/25 for iOS only (Android still in testing). Saw only a 4% increase in push traffic to the app. Deep dive coming soon!
- TellApart product recommendations (individualized recommendations for each customer). So far, we have seen a 10% lift in CTR across triggered emails. We have seen tracking issues across newsletters and some bugs were discovered in the TellApart logic that may have impacted conversion so we will be extending the pilot until April, testing on triggered emails as well as the Weekly Wow.
- Most Loved Dresses
- MadMen (MidCentury Fashion)
4/13 - MadMen (MidCentury Fashion) - Are you a Peggy, Joan or Betty?
4/16 - Spring Party Dresses
4/18 - Targeted Plus Brand Roundup featuring: Bettie Page, Effie’s Heart, BB Dakota & Esther Williams
4/19 - Fruits
4/21 - Alternate colorways - bestsellers in other colorways
4/25 - Swim
4/27 - Mother’s Day w/shipping urgency
4/30 - Back by Demand
- 5/3 - Spring Dresses by Color
What's Trending - top performing DLP's & trending searches:
High-Waisted bikinis: http://www.modcloth.com/shop/high-waisted-bikinis
MidCentury fashion: http://www.modcloth.com/shop/mid-century-fashion
Cropped Tops: http://www.modcloth.com/shop/cropped-tops
Fit N Flare Dresses: http://www.modcloth.com/shop/fit-flare-dresses
Casual Dresses: http://www.modcloth.com/shop/casual-dresses
Sneakers + Sundresses: http://www.modcloth.com/shop/sundresses-sneakers
- 90s Fashion: http://www.modcloth.com/shop/1990s-fashion