Testing Free Gift Offers To Boost Conversion Rate
An aftermarket performance parts retailer is looking for a way to increase conversion rate without relying on a monetary discount (discounts would break MAP).
Spork pulled a full order history, broke out the top 25% of orders by order value (excluding wholesale), and looked for commonly added extras/upgrades. We determined a product cleaning accessory was popular with customers who spent substantially more than average.
Our design and development team created an overlay offer promoting a free cleaning product as a gift. The overlay was fired on exit intent,* and to limit expense the free gift was limited to orders over $299.
*Exit intent offers fire when the user is about to leave the site.
Our targeted free gift offer boosted conversion rates nearly 30%, as consumers perceived the offer as providing good value. At the same time, because of the $299 minimum, the average order value (AOV) increased nearly 15%.
The net effect on store revenue and net margin was substantial. Our retailer enjoys a competitive advantage with no MAP violation concerns.