By leveraging data-driven insights and a range of research methods—including Jobs To Be Done research, Web Surveys, User Testing, and NPS surveys—we designed personalised experiences that enhanced conversions and fostered long-term customer loyalty. Using the PECTI framework and implementing A/B testing, targeted messaging, and CRO tactics, we optimised the website, product offerings, pricing, and the overall customer journey. Throughout the process, we continually analysed key performance indicators and customer behaviour to make data-driven decisions, providing regular reporting with a focus on increasing both conversion rates and customer lifetime value over time.
One of the primary tools employed by Blend was Reveal’s RFM (Recency, Frequency, Monetary) analysis, which allowed for effective customer segmentation based on purchase history and engagement levels. RFM analysis is a technique used to categorise customers into segments based on three key factors:
- Recency: The time since the customer's last purchase. Recent customers are often more engaged and likely to make repeat purchases.
- Frequency: The number of purchases made by the customer over a specific period. Customers who make frequent purchases are indicative of higher engagement and loyalty.
- Monetary Value: The total amount of money spent by the customer on purchases. Customers with higher monetary value contribute more to the business's revenue.
Through RFM analysis, several key findings emerged.
- A clearer understanding of high-value customers (power customers) allowed us to create conversion-focused messaging and more targeted strategies.
- Specific products that were shown to drive conversions (sticky products) were promoted across touchpoints to capitalise on immediate sales, while toxic products were demoted to prevent poor customer experiences and reduce churn.
- Purchase frequencies were identified, which allowed for more optimised subscription plans and timely offers, making it easier for customers to convert at their ideal buying intervals.
To capitalise on these insights and elevate customers to the highest RFM level, known as "Lovers" who are highly valuable, loyal, and premium-paying customers, Blend devised effective CRO strategies:
- Attracting lookalike power customers: By targeting individuals who shared similar characteristics and behaviours with existing high-value customers, we drove conversion rates by optimising audience segmentation and improving on-site personalisation.
- Promoting sticky products: By focusing on products that consistently led to conversions, Blend emphasised these products at key touchpoints to ensure customers were encouraged to purchase these items. Simultaneously, toxic products were either demoted or discontinued to prevent negative customer experiences and mitigate any adverse effects.
- Aligning subscription frequencies with customer behaviour: Subscription frequency offers were tailored to ensure customers had a seamless experience, reducing friction in the purchase process and increasing the likelihood of repeat conversions.
That’s not all though.
Through the integration of Omniconvert’s Reveal and Klaviyo, Blend successfully implemented a targeted email marketing strategy that addressed each customer's specific needs and behavior based on their RFM level.
Using the RFM data, Blend could identify customers who were more likely to make immediate purchases and designed personalised email campaigns in Klaviyo to re-engage them, focusing on upsells, cross-sells and timely reminders to encourage immediate action.
Customers who had not made a purchase in a while were targeted with tailored email offers, highlighting new products, subscription messaging, and exclusive discounts. These emails were designed to re-engage customers, encouraging immediate conversions while also fostering their journey toward becoming loyal, repeat buyers.
The proof is in the pudding, as they say. Through email marketing alone, we were able to increase their Owned Revenue by 55%.
The second tool we utilised for this client's CRO Plus Program was conducting NPS (Net Promoter Score) surveys, powered by Omniconvert. NPS surveys are a widely recognized method for assessing customer satisfaction and loyalty. They measure the likelihood of customers recommending a company's products or services to others, using a scale from 0 to 10.
Key findings from the surveys included:
- A lower-than-expected price sensitivity among customers
- The need for improved customer service speed
- An overstocked inventory
- Customers expressing genuine love for the products
To address these findings, Blend developed tailored ideas and solutions that focused on driving conversions:
- Refined product messaging to better communicate the value and benefits to customers, which increased the likelihood of conversion
- Enhanced customer service tools and training to reduce barriers to conversion related to customer support
- Reduced discounts on bulk purchases to avoid overstocking and create smoother checkout experiences
- Removal of subscription purchase savings to align with customers' actual needs and purchasing behaviour, simplifying the buying process and encouraging quicker conversions by focusing on the product's true value.
The integration of Klaviyo and Omniconvert also enabled the creation of NPS Survey Request Emails, which gathered feedback and allowed for actionable responses that improved the customer experience, and set the brand up for future conversions.
The third tool employed by Blend was that of Message Mining, which involved analysing customer reviews, testimonials, visitor feedback, customer support interactions, and competitors. This process allowed for a deeper understanding of customer pain points, key benefits, and common objections.
Based on the message mining insights, Blend devised effective strategies to address these findings:
- Product page copy was rewritten using the problem-agitate-solution (PAS) framework, emphasising how the products solved customers' pain points, driving higher conversions by aligning product benefits with customer needs
- Detailed FAQs that specifically targeted the most common concerns identified through message mining, providing customers with the information they needed to feel confident in their purchase decisions
- Language levels were adjusted to ensure the communication style was clear, engaging, and aligned with the brand's tone, improving the on-site experience
