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How Fragrance Buy built an average 5.49% product page conversion rate

How Fragrance Buy built an average 5.49% product page conversion rate

Jonathan Roque

Fragrance Buy needed to update their products from one place, all together, and wanted to communicate certain product information across their Shopify site.

About the Store: 

Fragrance Buy is a Canadian online retailer that sells brand name fragrances at warehouse prices to customers. It’s a direct-to-consumer approach that provides the world's most popular fragrances in perfumes and colognes straight to the doorstep of consumers. Fragrance Buy decided to open a Shopify store in 2013 and has since become a dynamic and customer-driven company. 

Before opening up shop on Shopify, Fragrance Buy had been selling its fragrances wholesale to Canadian boutiques for over 20 years. “Our professionalism is well known and appreciated, which has enabled us to continue to grow and become a point of reference throughout Canada and the USA.” Since they have started their ecommerce store, they have over 300 brands and have shipped over 300,000 products.

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The Ecommerce Challenge: 

Fragrance Buy learned product information management is tough on Shopify, especially if you have thousands of products to manage. With a growing business and fast-moving inventory products, they quickly realized, that communicating inventory information across product pages is even harder. Especially if a team member has to constantly update each product manually. This was the challenge Fragrance Buy had, on top of wanting to provide a personalized experience across their 7,000+ products. 

Fragrance Buy needed to update their products from one place, all together, and wanted to communicate certain product information across their Shopify site. Doing this was going to require a large SaaS product that wasn’t customizable to their ecommerce site and one that wasn’t going to integrate with all of their other Shopify apps. Providing that personalized experience was also going to require some coding skills, a developer, and time. Meaning if there were changes or inventory updates to add to the Fragrance Buy website, it wouldn't happen in realtime, when it was important for customers. 

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The Because Solution: 

Automation is key in updating Shopify stores with high product counts. Over, 80% of marketing automation users see an improved lead generation, and 77% see more conversions. Fragrance Buy wasted no time in automating content for a better conversion rate across their product pages. 

By adding Because to their ecommerce stack, Fragrance Buy was able to create and automate content across their product pages. By creating over 17 campaigns and interchangeable messages, Fragrance Buy had an average of 21% add to cart rate across their live campaigns. 

Communicating your inventory is easy if you can automate information to come across product pages. Fragrance Buy learned that automating information is key to updating thousands of products. Their campaign messages brought in an average product page conversion rate of 5.49% across product pages with Banners. Each campaign was unique and automated based on the site visitor rules, such as how many items are in their cart. Their campaigns brought in a combined, more than 2,000,000 impressions. 

Dynamic Customized Content: 

Fragrance Buy went a little further in automating and customizing its campaigns. With the help of our developers, Fragrance Buy animated their text and emojis to give their campaigns an elevated look. Both through mobile and desktop. (5)

Types of Because Messages:


Shipping and Upsell: 

Every shopper loves to save money in the form of a good sale. Fragrance Buy used Because to display messages that were based on how many items a customer had in the cart. Using Playbooks, Fragrance Buy was able to create over six campaigns that encouraged customers to increase their order value by adding more items to their cart, to qualify for free shipping. 

Fragrance Buy created the campaign to display the message “Add ONE more item to cart for FREE shipping.” With Playbook’s they created a rule for this Banner to show up when customers had four items in their cart. This campaign was successful in upselling products and product page conversion rate of 6.3% with over 143,000 campaign impressions. 

Free Shipping Complete:

Once a customer qualifies for free shipping, Fragrance Buy displays a Banner above the add to cart button. This lets customers know their items altogether now qualify for free shipping and they can either continue shopping or proceed to checkout. Happily knowing they will get free shipping. 

This message brought in a 4% add-to-cart rate and through the Rules Engine, Fragrance Buy displayed this when the “site visitor rule,” was set to “Cart size is greater than or equal to 5.”

Urgency and Inventory: 

Communicating inventory to customers is easy with the campaign and rules Fragrance Buy set. Fragrance Buy set certain rules through the Rules Engine to add a sense of urgency across the product pages with their “Hurry only 3 (2, 1) left,” messages. Through the Rules Engine, certain rules were added when inventory levels on products were running low. The Rules Engine would automate the messages to display above the add to cart button across the products and were successful in converting users to click “checkout.”

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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 Grab some more inspiration from our other case studies. Happy add-to-carting!

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