Blocking online hijacking has helped footwear manufacturer Deckers boost ecommerce conversion rates and KPIs.
Approximately 15-to-20 percent of Decker’s sales are via its direct-to-consumer websites, with traffic driven via email, search, social media, affiliate marketing and other channels, notes Nicolas Smotek, director of omni digital technology and UX at Deckers Brands, the parent company of several well-known footwear brands such as Teva and UGG.
Site testing showed that nearly 15 percent of all ecommerce visitors to Teva.com were being served invasive ads, including pop-ups, banners and product ads. Online buying journeys are often hijacked by unauthorized malware-driven ads that disrupt shopping and even divert customers to a competitor’s site.
“It can really interfere with the customer experience,” says Chemi Katz, co-founder and CEO of Namogoo.
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Deckers implemented Namogoo’s solution to block invasive ads and help improve sales funnel KPIs. The result was an overall average conversion rate increase of 2.43 percent on UGG.com and a 1.78 percent overall average conversion rate boost on Teva.com.
Results of the implementation—initially rolled out as a 50-50 split test to see how invasive ads were impacting site users’ journeys—were tracked and verified in Adobe Omniture. Smotek says the ROI of the work to block online journey hacking is judged primarily by conversion, as well as other elements such as bounce rates.
Other martech implementations for the holidays for Deckers’ ecommerce initiatives include a focus on payment solutions, to allow shoppers to split payments into several installments. “This seems to resonate with younger demographics,” he notes.
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