Optimizing the eCommerce Black Friday Experience
Scope of work:
“BLVR developed the Futures website and online shopping channel and provided great insight to drive our marketing efforts. We found the BLVR team to be pleasant to work with, competent, and focused on delivering projects on time. The most recent success of the BLVR team involved a Cyber Monday campaign which resulted in a 50X increase in online revenues for the day. We’re happy to have BLVR on our team.”
—Alex Marinescu, Futures Fins
The fin retail environment had changed considerably. Surfers were moving away from traditional brick and mortar channels in favor of online transactions. With Black Friday looming, Futures wanted to make a concerted push to impact revenue through their eCom channel.
Futures omni-channel ‘research online and purchase instore’ approach wasn’t going to cut it during the biggest selling period of the year. Users needed an easy and fast path to purchase directly from Futures.
BLVR optimized the digital path to purchase to allow users to take more control of their shopping experience. Reimagined navigation, product filtering, and categories allowed the user to get directly to the fins they needed, while limited time sales messaging drove the urgency to buy now. Product pages were updated to tell a deeper product and education story while the cart and checkout pages were simplified to allow for a speedier check out. But it didn’t end there—we created marketing campaigns, cart abandonment email tracks and tiered promotion stories to drive sales from Black Friday all the way through to Cyber Monday.
– 50X increase in online revenue
– 55% increase in conversion rate
– 10% increase in average order value