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08/22/2022

Leading Lady boosts online conversions with intelligent messaging

Dan Berthiaume
Senior Editor, Technology
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Leading Lady is boosting online conversions.

A direct-to-consumer intimate apparel brand is generating additional revenue as a result of testing its product messaging.

Leading Lady has increased its website conversion rate by 14% after implementing the Because Intelligence e-commerce automation solution into its Shopify e-commerce stack. The company, which provides intimate apparel products for all figure types, especially full-figured, pregnant and nursing women, via its own e-commerce site and third-party retail partners, was able to generate more than $10,000 in additional revenue in the first 14 days from implementation.

In addition, through strategic A/B testing, Leading Lady has been able to learn which product messaging resonates best with its e-commerce site visitors. The company teamed up with Because Intelligence to discover what role its product detail pages (PDPs) could play in its customers' path to purchase, if they were properly optimized.

Specifically, Leading Lady wanted to determine which marketing messages would prompt online conversions. Because Intelligence helped Leading Lady strategize and conduct a series of A/B tests consisting of eight campaigns across its website, covering messaging like urgency/inventory, shipping, reviews, promotions, and cross-sells.

During the A/B testing period, 50% of site visitors received the control sample, before adding any new campaign messaging, and the other 50% of site visitors received the new Because campaigns, which were designed to be simple but strategically targeted text additions to the website.

Overall, the Because platform drove a conversion rate increase on all eight of Leading Lady's test campaigns, which resulted in a 14% overall conversion rate lift and as high as a 48% conversion lift. With these changes, Leading Lady's projected additional revenue driven by Because through 2022 is $100,000.

"We have been honored and delighted to work with the team at Leading Lady," says Ashland Stansbury, founder and CEO of Because Intelligence. "Despite being one of the nation's longest standing intimate apparel brands, their team was struggling with the same challenges most merchants do today - how to convert more site visitors."

"Adding Because was the best way to get conversions where they count," said Barbara Shears, director of e-commerce, Leading Lady. "With such a large catalog, adding specific messaging at the product detail page or cart level has been game changing. And the best part is that we didn't have to engage a developer."

Farfetch optimizes messaging language
London-based online luxury fashion retailer Farfetch also optimizes the brand language it uses in its digital marketing campaigns to enhance customer engagement. Farfetch utilizes the Phrasee Engage solution, which creates optimized, on-brand content for use across email, push, and SMS text broadcast campaigns.

Initially, the company piloted Phrasee Engage to optimize the subject lines in broadcast campaigns targeted to a chosen group of customers or subscribers, such as promotional messages to promote purchasing a specific item.

After seeing positive results from Phrasee Engage, Farfetch started piloting Phrasee React, which leverages real-time brand language optimization to create personalized short-form content for trigger and lifecycle campaigns across email, push and SMS.

Specific results from the Farfetch Phrasee rollout include a 7.4% average uplift in email opens, 25.1% average uplift in click rates per campaign in broadcast campaigns. In trigger & lifecycle campaigns, the company has seen 31.1% average uplift in open rate and 37.9% average uplift in click rates across its abandoned browse, basket, and wish list campaigns.