The two charts below show Dixxon’s efforts in bringing high intent customers to their website through a mix of organic and paid efforts paying off. Though there is less traffic to the site in April (539.7k), the duration of visits and pages per visit are both higher than in February when traffic was nearly double (814.2k). The chart also shows an overall upward trend in visit duration as well as pages per visit, showing an overall increase in visitor engagement on the website.
Encourage smaller and more frequent spending, instead of larger and less frequent hauls
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According to Chris, the company used to release 10-12 flannels at a time like other companies. However, they found that customers were not likely to spend more than $100-200 in a transaction, even if they wanted all the designs they released. When the company switched to multiple and smaller releases, they saw their AOV dip only 4-5%, but those customers would also purchase the next release two weeks later.
Their adjustment in release strategy reflects the company’s understanding of their customers’ behaviour and limitations. Rather than increasing their marketing budget to try and acquire higher spenders, they found a way to increase profitability by working with their existing customers’ spending preferences.
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In addition, the company is able to see success in repeat customers because of their active communication on social media. They keep their audience engaged through frequent posting – they post 3 times a day – and by delivering high quality images and engaging videos. These posts are of course fueled by intense product development; as an example, in March the brand did no less than 6 collaborations, 6 collections, and several individual releases.
Dixxon found its core audience of people looking for high quality flannels, and through rapid product development is now able to create more and more offerings to increase their customer lifetime value. By entrenching their products firmly into people’s daily lives, and also making their social media postings a part of people’s daily habits, Dixxon has successfully carved out a solid customer base for a long and sustainable business.
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Source: https://t-tees.com
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