In this case study, you’ll discover:
- What common mistakes companies make when designing communication;
- Why grouping customers according to age or purchase history will not give you the maximum value and what grouping works better;
- Why you should not fixate on distinct messages for different groups but find common threads to weave into a single message line; and
- How a single statement can speak precisely to your target audience’s different motivations and needs.
Problem: Give me less, but more of what I can work with
It’s 2019 and a top-end UK fashion brand finds itself in a bit of a pickle. Online sales are poor. This is consistent across both the UK and US markets.
Customers arrive on the page, look around and leave; they may put items in a shopping cart, but churn. This is not uncommon. On average, more than two out of three e-commerce shopping carts are abandoned without consumers completing the checkout process.