Baby Tula
Optimizing a
Growing Brand
The Challenge
Optimizing Baby Tula
Baby Tula is a San Diego based company that designs comfortable and easy-to-use baby carriers in a wide variety of prints. They approached Digital Operative looking to increase revenue at their existing audience level. Our challenge was to create and execute a strategy that would continuously increase revenue per unique visitor, squeezing the most out of every visit. This type of strategy is perfect for ecommerce managers seeking growth while operating on a cost conscious marketing budget.
Our Role
- Conversion Rate Optimization
- Shopify Development Support
The Outcome
Accountable to Our Results
Through smart optimizations, Baby Tula’s dedication & campaigns, and program testing solutions powered by VWO experience Optimization Platform, we effectively optimized the experience prior to the holiday season. As a result, revenue increased by 16% while visitors to the site decreased by 20% from 2018.
Revenue Per Visitor
Average Order Value
Conversion Rate
Our Approach
The CRO program worked to decrease friction and increase overall value articulation through homepage, collection and product page testing leading to strategic incremental performance improvements. Below is a collection of stories that fueled the success of the CRO program.
01
Mobile First
One of the large factors for how we approached the Baby Tula strategy was the sheer size of their mobile audience. Greater than 70 percent, it was vital to present a mobile first philosophy. Analysis and testing reveals behavioral differences between platforms. For example, mobile shoppers typically have a much lower attention span and testing confirms a significantly higher elasticity to difficulty friction. This understanding stressed the importance of simple, to the point messaging and also for providing an experience that was functionally easy to navigate and understand. We tested minimalist content along with process indication and large CTAs; this combination proved to enhance the audience’s ability to navigate and select products. Mobile revenue per visitor, conversion rate and revenue had the largest impacts in 2019.
02
Product Differentiation
Baby Tula has several carrier types that are specific to the user’s baby wear preferences, position, age of the child (infant to preschool), and styling. Data confirmed that visitors were having difficulty articulating the differences between the three primary carrier collections. Through testing, design and development, we designed a homepage element that improved product differentiation through simple hover and scroll over effect, having a measured impact to collection clickthrough rates and adds to cart via those clicks. Functionality wasn’t the only reason for success! We tested value messaging on product pages to uncover what visitors valued most about the top carrier collections. These value points were tested along with the new element to fine tune the impact.
03
Reduce Barriers to Purchase
Upon initial analysis of the experience and throughout the discovery workshop, we understood the importance of simplifying the navigation and shopping cart & checkout process. Using VWO’s suite of research tools, we identified several items that bubbled up to the surface including navigational organization, confusing cart eyepath, and the need for additional payment options. Baby Tula added additional payment options and we utilized our shopify development team to execute on simple optimizations to reduce friction. These incremental improvements impacted clickthrough rates to products and increased conversion rate and revenue per visitor.
04
Holiday Landing Pages
Leading up to the holiday season, it was important to enhance Baby Tula’s marketing efforts with dedicated landing pages. Both teams combined to create a holiday experience that performed throughout the holiday season. The holiday experience comprised of a gift guide page, along with three ‘gifts under’ pages and ‘stocking stuffers’ page that matched incoming motivations. Based on analytics, we tested and iterated the experience using VWO throughout to drive peak performance . The success of these pages in combination with program improvements fueled a fabulous 4th quarter performance.
05
Timing
Our overarching goal was to increase Revenue per visitor RPV, which takes both conversion rate (CR) and average order value (AOV) into account. This optimization strategy targets experience improvements as well as ways to increase upsell and qty per transaction through value articulation. We posited that if we could test and execute these tactics prior to the holiday season and create a holiday experience, the results would be exponential; we posited correctly. The team executed on that approach leading up to the holiday season, seeing steady monthly increases in CR (+8%) and AOV (+11%) along the way.
Baby Tula squeezed 16% more revenue out of 20% less traffic from 2018 to 2019 through CRO.
DO has been a key strategic partner for Baby Tula—helping drive up our RPV and CVR across all our ecommerce sites. Their optimizations continue to improve our customer experience, and we can see in the results that everything they do is helping propel our business forward. We value their digital expertise tremendously and highly recommend them for anyone looking for a partner that can drive strategy and results.