case study
Direct365 recovers 18.6% more carts with automatic optimization
Find out how Direct365 recovers cart abandonment revenue.
background
Direct 365 is an established and trusted waste management service for businesses across the UK. The company brought on Fresh Relevance to drive revenue through web and email personalization.
key integrations
introduction
Background
“The ROIis21X what we pay monthly.”
“It’s all quite simple to set up and there’s plenty of help, whether that’s on the Help pages or by contacting the Support team, who are always open to setting up support sessions with us,” continues Georgia. “I also have monthly catch-ups with our Account Manager and he always shares new ideas based on what other Fresh Relevance customers are doing, which I really appreciate.”
Direct365 is an established and trusted partner for businesses across the UK, providing commercial waste services, washroom hygiene services, janitorial supplies, facilities and building maintenance, workplace safety and testing and confidential shredding services.
Direct365 brought on Fresh Relevance to drive revenue through web and email personalization post-Covid-19.
We spoke with Georgia Bell, SEO & Email Executive at Direct365 to learn more about their success story.
“Fresh Relevance has done more for our website than we ever thought it could and we’re really happy with it. The ROI is 21X what we pay monthly,” says Georgia.
results
Explore uplifts
18.6%
increase in cart recovery rate with automatic optimization
21x
return on investment by using Fresh Relevance technology
solutions
Triggered emails
“Auto Optimize is simpletouse and has saved us a lot of time. Our Account Manager showed us how to set up the tests and then it was simple for us to do it ourselves.”
The business has also used Auto Optimize to optimize the product recommendations included in their browse abandonment emails by testing which data sources drive the most conversions.
Direct365’s category page browse abandonment campaign also helps them identify categories that aren’t performing as expected. “If a category browse abandon isn’t triggering much, it’s a tell that the category isn’t performing well,” explains Georgia.
After seeing success with the cart abandonment emails they had set up with Dotdigital, Direct365 wanted to take those emails to the next level and try out other types of triggers. “The emails worked well but we wanted to build on what we’d created. We’ve been able to spruce up the emails and be more targeted,” says Georgia.
With Fresh Relevance, Direct365 has set up a 3 stage cart abandonment email program that includes a discount voucher and personalized product recommendations.
The business also used Fresh Relevance’s Auto Optimize feature to test the best performing level of discount. “We started with a £5 off discount voucher and then used Auto Optimize to test a £10 discount. We’ve seen an 18.6% increase in cart recovery rate over the last 90 days with the £10 discount,” explains Georgia.
“Auto Optimize is simple to use and has saved us a lot of time. Our Account Manager showed us how to set up the tests and then it was simple for us to do it ourselves. It runs automatically in the background, not like a split test where you have to keep an eye on it all the time. It ensures we’re getting the results we need,” says Georgia.
solutions
Data capture
Direct365 uses different types of data capture popovers to drive sign-ups and increase revenue, including a newsletter popover with a 5% discount in exchange for the visitor’s email address, and an abandoned cart popover where visitors can have their carts emailed to them. The business also uses data capture popovers in the run-up to their Black Friday and 12 Days of Christmas sale events, encouraging visitors to sign up to receive emails about the sales.
“The newsletter popover is very popular and converts really well. It’s our second best revenue driver,” says Georgia.
solutions
Product recommendations
Direct365 uses product recommendations on their website to drive revenue, including upsell recommendations on their basket page, and recommendations such as ‘similar products’ on their product and category pages. These exclude recommendations the visitor has recently seen, to ensure they see new recommendations when they visit the website again.
An additional benefit of their upsell recommendations is that they save time for the sales team. “The upsell SmartBlocks mean the sales team don’t have to upsell as much and explain products, because customers might have already seen those products recommended on the website,” explains Georgia.
“We can rely on our product recommendations to consistentlydriverevenue“
“We can rely on our product recommendations to consistentlydriverevenue“
Georgia Bell, SEO & Email Executive at Direct365
next
Future plans
“After seeing what Fresh Relevance has done for our supply site, we’ve now added to it our contract site and that’s exceeded our expectations. We smashed our lead target within the first week of having Fresh Relevance on the contract site,” says Georgia.
Direct365 is also planning to focus on Experience Management to explore ways to increase their conversion rates and revenue further with Fresh Relevance.
