Their e-commerce and customer service departments have two goals:
- Increase new customer purchase revenue
- Increase repeat customer revenue.
The Key Performance Indicators for both segments is to increase revenue per purchase. However, the method of achieving these KPIs is different for each segment.
“In 2017, 87% percent of online purchases were new customers, generating 45% of online revenue. But moving new customers through the buyers cycle was a challenge. We designed a step-by-step treatment plan to help website visitors identify their pond problem. Then, we made recommendations on which products should be used to treat their pond.” — Emily Sorenson
Treatment Plans and Bundle Kits
Through an easy step-by-step guide, site visitors are able to determine their pond size. We developed a pond calculator. Specific products are then recommended based on the gallons of their pond or water feature.
We learned one of the biggest challenges with new customers is purchasing the right products. Customers were struggling with the size of their pond, and with the correct treatments. To help make purchase recommendations, we created bundle kits. The bundle kits are prebuilt with a group of three products. Together, they treat ponds most effectively.
Web Content and Support
HenkinSchultz felt it was important to implement an FAQs page on their website. Additionally, we added multiple “contact us” forms on their site. One form allows visitors to upload a picture of their pond. They can then submit it to the customer service team to help identify their problem. Consequently, they receive the appropriate treatment for the pond. Doing this, we have turned their website into a sales tool. It is now an open door of communication. The updated site helps convert new visitors into new customers.
More from the Website Case Study
New customers are a huge priority. We helped draw new visitors into their site via Google and Bing Search ads and Facebook ads. Using bid adjustments for time of day and regions, we are able to prioritize parts of the country. For example, some need pond cleaning products for 10 months of the year. Other regions only need products 5 months out of the year. We researched the search language people use to diagnose their pond problems. Then we wrote search ads to answer the queries.
One of the bigger struggles in retaining customers was product satisfaction. In the past, customers haven’t purchased enough products. Sometimes, they didn’t the right products for success. To overcome these obstacles, we advised the customer service and marketing team in the following ways:
- Send a Post Purchase email to customers with “best use instructions”.
We used segmentation and purchase history. Then automatically sent post purchase emails to customers through their marketing automation tool. This has improved customer product awareness, and familiarity with the company.
- Create Loyalty and Autoship programs.
There are two opportunities to receive discounts on products online: the Loyalty Program and Autoship Program. We worked with the Healthy Ponds team to appeal to different purchase behaviors. Together, we developed programs that offer discounts and rewards. As their busy season continues, new customers are joining the loyalty and autoship programs. The effort has increased online sales.
- Streamline the Customer Service response process.
We reviewed their processes and moved the team to a marketing automation dashboard. This dashboard allows for all of a customer’s purchase history to be accessed on one screen. The customer service team can see all previous communications. They can also email directly through the dashboard. Additionally, we added a linked live chat feature.
“In 2017, Repeat Customers made 12% of their online purchases. The 12% generated 55% of their online revenue. Our goal for 2018 is to increase from 12% to 17%, and incrementally increase each year.” — Emily Sorenson
As we continue to run display ads for Healthy Ponds, we closely monitor site traffic. In addition, we monitor how visitors are interacting with the website. Our team segments the Google Analytics traffic to monitor click behavior. For example, we can identify the difference in behavior from a new visitor versus a returning visitor.
HenkinSchultz monitors shopping behavior to see where – and why – there are shopping cart abandonment issues. We use this data to make informed decisions on improving the website and ad performance. Then report our findings monthly to Healthy Ponds. Together we troubleshoot issues and resolve them quickly.