Problem: Luxury candle company saw site conversion rate declining year over year

Analysis: After examining Google Analytics data it became clear that site conversion rate was declining for previous customers. The company recently retired some of their oldest popular candle scents and those previous customers were not able to find the products they were looking for on the site. With 60% of site visitors being returning visitors this quickly lead to an overall decline in site conversion rate

Strategy: Retain customers by cross-selling similar scents to customers who previously bought or are interested in retired scents

Execution: Showcase new similar scents over email, social media, and search to direct previous customers to a new product. Using multiple channels increases visibility of the messaging and takes full advantage of valuable first-party data

• Email

  • First Email: Previous purchasers of retired scents informing them of the product status and features other similar scents with a 10% off code to try something new

  • Second Email: Anyone that clicks through to the website but does not purchase receives a follow-up email in three days with a reminder of the 10% off anything on the site to try something new

• Social Media:

  • Audiences: Remarketing audiences were segmented by scent, time since last on a retired scent product page, and time since last purchase (typically candle lovers buy a new candle every 30 days).

  • Creative: Included one version that spoke to the similarities of the retired scent and new scent, one version that just spoke to the new scent without mentioning the old scent, and one version that was a simple shopping product ad featuring the similar scent

• Search

  • Keywords: Run retired scent terms that continue to generate search volume and drive users to an updated landing page featuring the similar products

  • Creative: Implement new ad copy that informs the searcher of the retired status of the product and speaks to other similar products

Results: 1,564 previous customers bought a new scent in the two-week remarketing campaign test at an ROI of 974%

Next Steps: Continue test as an always-on strategy in Search and Social, funding retired scent keywords in search until search volume diminishes and complimenting continued traffic to retired product pages with social remarketing ads for similar products as long as return remains high.