Optimizing for Value
Boosting HHM’s AOV by 17%
“The Arba team has been an invaluable strategic partner in our growth over the past six months.” – Founder & CEO, Disha Gulati
The Challenge
Here Here Market has built a loyal following in Chicago as an online marketplace for gourmet foods and gift baskets crafted by independent creators and world-class chefs. However, there is significant competition from other online retailers specializing in gourmet food items and gift baskets.
HHM has set itself apart by creating an inclusive marketplace that highlights its independent creators, bringing their unique products to the forefront.
Despite this differentiation, the primary challenges remain driving sustainable growth through new customer acquisition and retaining existing customers. Our focus has been to leverage HHM’s unique selling points to expand their customer base while maintaining the loyalty and satisfaction of their current customers.
We Achieved
Tactics to Improve Website Conversions
Free Shipping Progress Bar
We introduced a free shipping progress bar to incentivize customers to increase their order values to qualify for free shipping. This simple yet effective tactic has led to a notable improvement in the average order value, boosting it by at least 14%.
Slide Cart with Upsells
We revamped the checkout experience with a slide cart and included upsells for popular products, providing customers with additional options before completing their purchase. Since launching this tactic last month, 43% of slide cart users have taken advantage of an upsell, contributing to a 20% improvement in our online store conversion rate.
Custom Gift Basket Builder
We introduced a custom gift basket builder, allowing customers to create personalized gift baskets tailored to their preferences. Orders placed using the builder have an average value that is 54% higher than the overall store average.
Paid Advertising Performance
Revenue-Focused Campaign Optimization
We shifted our focus to optimizing campaigns for revenue rather than just conversions, aiming for a stronger immediate return on ad spend. This strategic adjustment has paid off significantly, with our ad campaigns generating 20% more revenue and achieving a 19% stronger return on ad spend since the start of the year compared to the same period last year.
Expanding Ad Inventory with Video and Graphics
We launched video and graphic treatments to diversify and expand the advertising inventory utilized on Google. By incorporating these engaging formats, we were able to reach prospective customers in more places across the internet, enhancing our brand visibility and engagement.
Enhanced Reporting and Strategic Budget Allocation
We improved our reporting capabilities to track the lifetime value of new customer acquisitions. This advanced level of reporting has provided us with valuable insights, enabling us to make more informed and strategic decisions about when and how to allocate our budget.
Boosted Engagement from Remarketing Channels
Enhanced Email Engagement
We’ve placed a stronger focus on our independent creators and highlighting what differentiates their products. Additionally, we increased the volume of our messages around key moments such as Valentine’s Day and Mother’s Day. As a result, since the start of this year we’ve increased our email engagement by more than 3X compared to the same period last year.
SMS Opt-In and Engagement
We introduced an SMS opt-in on our website pop-up and added an SMS message to our welcome flow. Since implementing this tactic, we have grown our SMS universe by 3.5X. Additionally, users who have opted into SMS have a 49% higher average order value compared to our overall AOV.
Conclusion
Our focus on conversion rate optimization, paid advertising performance, and enhancing email engagement has helped HHM achieve significant improvements in average order value and online store conversion rates. Our work has helped to position HHM as a leading online marketplace for gourmet foods and gift baskets and we’re excited to continue building on our momentum.
Founder & CEO, Disha Gulati
“The Arba team has been an invaluable strategic partner in our growth over the past six months. Their proactive approach of conducting hands-on experiments has allowed us to efficiently and cost effectively implement successful tactics, resulting in significant increases in total revenue, average order value, and conversion metrics.
They took the initiative to establish custom basket creation on the platform. Through test and learn pilots, they identified the suitable Shopify plugin partner and customized the customer journey based on user testing and sell through. This resulted in a significant 54% increase in average order value (AOV) compared to the platform average.”