Summary
Here's how Fabius Labs used data and design to reverse sharp sales losses post COVID and improve sales conversions for an e-commerce homeschool education curriculum company.
The Situation
A 33-year old, mid-market commerce company that produces and sells high-quality, literature-based homeschool curriculum for both Christian and secular audiences.
As schools closed in response to COVID-9, the company’s sales more than doubled… However, once schools began to reopen sales dropped below even pre-COVID numbers.
The company engaged Fabius Labs to understand the root cause of the drop in sales, to help reverse these trends, and to identify opportunities to boost sales.
The Approach
To address these challenges, we worked with the client to pinpoint, based upon data-driven insights, what changes needed to be made to the company’s entire e-commerce platform to drive additional sales.
1. Customer Analytics
First, we took a deep dive into the client’s data to review and analyze customer buying habits over time and identify what worked and what didn’t work and ultimately create more Super Customers (top 1,000 Lifetime Value [LTV]).
We identified which products Super Customers tended to buy and from which marketing channels they were acquired. We also assessed the efficacy of the client's historic digital marketing campaigns.
2. Conversion Rate Optimization
We analyzed the client’s Google Analytics data to precisely evaluate the site’s traffic patterns and reviewed the checkout flow for problems in converting interested customers into buyers.
3. Web Design
We reviewed the entire site for best practices in design aesthetics and User Experience (UX).
The Results
In just the first 2 weeks after implementation, the company saw a 15% increase in conversions compared to the same time period last year. The client anticipates doubling its conversion rate, which will yield millions in additional sales.
Identified Super Customers, who were 11x more valuable over the customer lifetime
Gained insight into why certain referral programs were the best marketing channels
Learned automated follow-up email campaigns were highly successful
