National Tyres and Autocare is an automotive company in the United Kingdom, part of Halfords Group which is the UK's leading provider of motoring and cycling products and services. National Tyres and Autocare offers a comprehensive range of products and services to keep vehicles safe and well-maintained on the roads.
UpSellit are conversion rate optimisation specialists, utilising a suite of highly targeted and personalised technology to recover lost sales, target underperforming traffic sources and ultimately increase revenue and new customer acquisition.
The goals
When partnering with UpSellit, National Tyres had several goals. First, they aimed to prove the incrementality of technology partners and their engagements, starting with an incentive campaign based on basket value. Secondly, they aimed to enhance user engagement and minimise abandonment rates.
Once these initial goals were accomplished, National Tyres’s next objective was to safeguard profit margins and implement a tiered discount system based on product margins using the product feed.
Instant integration
National Tyres and UpSellit launched both campaigns with the help of Awin’s unique one-click integration system via the MasterTag, available in the toolbox of the advertiser interface for all advertisers. With one-click activation, implementation is near-instantaneous, removing the need for hours of manual correspondence and support steps.
The technologies
To support these goals, UpSellit deployed a range of its proprietary tools:
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Exit Detect |
Identifies and engages users that show a 90%+ probability of abandonment by monitoring user behaviour and preventing false-positives caused by common browsing behaviours. |
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Behavioural Parsing |
Matrices are built based on user behaviour to create intelligent shopper profiles. These profiles are used to target and suppress UpSellit’s campaigns based on the individual user’s purchase probability. |
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Audience Segmentation |
Intuitively segments shoppers by basket status and assesses components of their visits to determine eligibility and optimal moment for engagement. |
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A/B Tests and Control Groups
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Provides an accurate comparison of how conversion strategies are proving incrementality. With detailed side-by-side comparisons, National Tyres can compare solution KPIs against control groups to measure the overall impact of UpSellit's solutions. |
The strategies
Incentivize Shoppers with Active Baskets
In National Tyres’ phase one campaign, UpSellit focused on shoppers who had items in their basket, but left the basket page without completing a purchase.
If shoppers’ baskets were valued £250 or more, they were eligible for 5% off orders over £300. A smaller segment of eligible traffic received a non-incentive engagement that utilised urgency messaging and encouraged shoppers to take advantage of special online prices.
70% of eligible traffic received the incentive overlay, 20% received the non-incentive overlay, and the remaining 10% served as a control group to prove incremental impact
|
5% Off |
7.4% Conversion Rate |
|
Non-Incentive |
6.3% Conversion Rate |
|
Control Group |
6.0% Incremental Lift |
The campaign had an overall conversion rate of 7.1%, with the control group proving a 6.0% increase in conversions. This success convinced National Tyres' to continue their partnership with UpSellit and to transition to a more sophisticated tiered strategy.
Recover Abandoning Shoppers with Tiered Incentives
After successfully proving the incrementality of the phase one campaign, UpSellit took a more advanced approach by introducing personalised tiered discounts based on the individual SKU margin of the product. This allowed National Tyre to engage with website visitors interested in various tyre brands that met specific profit margin criteria.
When shoppers exhibited abandonment intent, UpSellit dynamically addressed shoppers with custom discounts for their preferred tyre brand and model
|
Tier |
Margin |
Discount |
Conversion Rate |
|
Tier 1 |
£90 - £120 |
Save £15 |
11.1% |
|
Tier 2 |
£60 - £89 |
Save £10 |
7.6% |
|
Tier 3 |
£40 - £59 |
Save £5 |
7.6% |
|
Tier 4 |
£20 - £39 |
Save £5 |
8.6% |
Recognizing the dynamic nature of profit margins, UpSellit used the brand’s product feed via Awin to ensure the right offer matched the correct margin threshold. UpSellit’s team then meticulously mapped out these intricate campaign rules to achieve National Tyres’ goal of crafting a compelling and relevant customer experience.
In result, the campaign had an overall conversion rate of 8.4%.
The results
Both campaigns proved highly successful for National Tyres, achieving their objectives of reducing abandonment rates, validating campaign incrementality, and maintaining profit margins.
Across all campaigns, UpSellit delivered remarkable results, with a 4.7% increase in site-wide conversions, a 5.1% growth in new customers, and an impressive 10.1% boost in overall revenue.
“UpSellit were the only team who had the expertise and capability to overcome the technical challenge we faced with this campaign. They delivered an innovative campaign that aligned with the wider aim of the business, to protect margin. UpSellit demonstrated how thinking strategically can really push the boundaries of the affiliate channel. We can’t wait to see where the partnership goes next.”
- Matt Dicks, Affiliate Account Director at essencemediacom
