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How Bruce Bolt drove an 11.8% Conversion Rate Lift

How Bruce Bolt drove an 11.8% Conversion Rate Lift

Jonathan Roque
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Bruce Bolt is a family-owned business with a mission to build the highest quality equipment in baseball. Bruce Bolt wanted an easy way to update content across their product pages while effectively communicating messages to help site visitors make a purchase decision.

About the Store: 

Bruce Bolt is a family-owned business based in Austin, Texas with a mission to build “the highest quality, longest lasting equipment in baseball.” Founded in 2017, Bruce Bolt was started by Bear Mayer. Then a 16-year-old baseball player, Bear wanted what most teenagers want at the time, to make some cash for some better baseball gear and to buy his first car. 

Like its products, Bruce Bolt’s story gets even more awesome as Bruce is Bear's grandfather, who was a baseball player himself and loved the sport. Bolt comes from Bruce being struck by lightning twice in his lifetime. “Bruce is one of the few people in the world who's been hit by lightning twice and lived to tell about it. We figured Bruce Bolt encapsulated the spirit of our company - a team that appreciates every day and every moment (because you never know when you're going to get struck by lightning, again) as an opportunity to compete and be better,” states their website.

 

The Ecommerce Challenge:

Bruce Bolt wanted to have an easy way to update content across their product detail pages while effectively communicating certain messages to help site visitors make a purchase decision. Messages that were important to drive conversion were how to unlock free shipping, product reviews without having to scroll all the way to the bottom, and overall showing related items. 

 

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Types of Because Messages:

Close to Free Shipping: 

Free shipping is so important to shoppers online, as it continues to have a buying influence on 75% of global shoppers, according to Shopify. Showing site visitors that their items are close to free shipping could be the nudge they need to add more items or click add-to-cart. Bruce Bolt ran these types of campaigns that displayed messages when a customer was close to checkout - “Add another $ to get FREE US shipping for your order. Check out our full shipping policy for more info.

Unlock Free Shipping 

Free shipping thresholds campaigns drove an incentive for site visitors to keep adding items to their cart, in order to get free shipping. Similar to the close to free shipping campaigns, the unlocking free shipping campaigns actually drove a conversion rate of 22% for Bruce Bolt. Messages like “Get excited, you’ve unlocked free shipping to your order!” made the site visitor check out.

Reviews 

Endless scrolling can deter site visitors from buying and prompt them to leave your site altogether. Through review campaigns, you can display product reviews above or below the add to cart button and have the site visitor read past reviews without having to scroll or leave the product page for a reviews tab. Bruce Bolt saw an increase in both conversion and add-to-cart rates from a 20-26% increase.

Cross-sell Campaigns: 

Bruce Bolt used cross-sell campaigns to get customers to view additional products that paired well together and even introduced new products. Examples included “take a look at our performance t-shirts to pair with these performance shorts.” These campaigns introduced products to customers and even increase conversion rates. 

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The Because Solution:

Through the A/B test Because was able to test product pages for Bruce Bolt and find which key messages site visitors were responding to. By adding Because to their ecommerce stack, Bruce Bolt was able to display customized messages on the product detail page communicated to site visitors and were tailored toward their buying experience. Because was able to bring in an 11.8% conversion rate lift and a $0.15 revenue lift per impression across all campaigns. 

  • 11.8% conversion rate lift
  • $0.15 Revenue lift per impression 

Through this A/B test, we zeroed in on high-focus campaigns to bring in a conversion rate lift and add-to-cart rate increases. The close to free shipping campaigns drove a 14% increase in conversion rate accounting for a 0.79% improvement in conversion for those customers. The unlock free shipping campaign drove a 22% increase in conversion rate, accounting for a 1.18% improvement in conversion for those customers. This taught Bruce Bolt that their free shipping campaigns were successful and that free shipping is something that their audience is searching for. 

Review campaigns were also the most successful bringing in an increase in both conversion and add-to-cart rates on all 4 campaigns ran on the Signature Series. Add-to-cart rates varied from 20-26% increase. The conversion rate lift ranged from 3-25% depending on the review. 

Bruce Bolt’s free T-shirt campaign saw a positive impact with a 13% lift in conversion. Showing timely campaigns are effective. 

 

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Breaking Down the Experiment: 

The A/B test on Bruce Bolt’s product detail pages resulted in four weeks of testing 12 campaigns into split audiences. The 12 campaigns were across cross-selling opportunities, review campaigns, and free shipping thresholds messages. 

The experiment included showing Bruce Bolt’s product detail page campaigns (the test) to 49.07% of their site traffic and showing the other 50.93% nothing (control).

  • Total Impressions in Experiment: 194,000
  • Exposure to Because Campaigns:
    • Exposed: 49.07% = 95,651
    • Not exposed: 50.93% = 99,257

Group A did not see a rotation of the 12 Because campaigns. Out of the 99,257 participants in this group, Group A brought in a 1.45% product detail page conversion rate. This meant out of this group, 3,617 people added items to their cart and 1,441 actually moved through the funnel and clicked purchase.

Group B did see a variety of the 12 Because campaigns. Out of the 95,651 participants, 3,542 participants added items to their cart, and 1,553 moved through the funnel and clicked purchase. Those that saw the Because banners brought in a 1.62% product detail page conversion rate.

Summary:

Through this A/B test, Bruce Bolt was able to engage customers in proactively answering questions that mattered to them and highlighted product reviews without interrupting the site visitor. Discover more inspiration on how customers are using Because from other case studies here. If you need help creating your campaigns or need inspiration, simply slide on over to the Help Center tab, and just chat with us below or email support@becauseintelligence.com.

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