The Problem: Invasive Ad Injections Hijack Mobly’s Customer Journey
18.2% Hijacking Rate
Since its inception in 2011, Sao Paulo-based eCommerce platform Mobly has rapidly grown into a household name for furniture and decorative homeware in Latin America. Co-founder and CEO Victor Noda and the Mobly eCommerce team constantly test and implement new solutions to enhance their customer journey and improve top sales funnel KPIs.
In 2018 however, they discovered that over 18% of their online customers were being disrupted by Customer Journey Hijacking, a widespread problem whereby unauthorized ads are injected into consumer browsers and divert site visitors to other promotions, harming eCommerce revenue as a result. Traffic hijackers embed these ad injections into free software, extensions, and mobile apps running on the consumer’s browser or device, allowing them to skim eCommerce revenue undetected.
“It was astonishing to find out that almost one out of five of our potential customers were seeing these ads. The magnitude of this problem was scary, but it was great to find a solution that could protect our customers and brand perception at the same time.”
The Solution: Mobly Takes the Clutter of Ad Injections Out of its Customer Experience with Namogoo
While testing Namogoo’s Customer Hijacking Prevention solution, the Mobly team were able to view the variety of different ads being displayed to their hijacked visitors.
“We were able to view screenshots of what our customers were actually seeing — offers from our direct competitors popping up on their screens, redirecting them away from Mobly. We were losing valuable business and didn’t even know it.”
With Namogoo’s machine learning-based solution preventing ad injections in real time, Mobly saw their overall conversion rate increase in just two weeks. All test results were verified with their own Google Analytics platform and they were able to monitor how hijacked visitors behaved on their site once unauthorized ad injections were removed from their experience.
“Implementing the Namogoo tag was fast and painless. Our team was able to set it up as easily as they do our Google Analytics.”
The Business Impact: Mobly’s Conversion Rates Rise with Customers Receiving the Designed Journey
Over a year and half after they started protecting their customer journey with Namogoo, Victor and the Mobly team are thrilled to be consistently increasing their overall conversion rate by 5.15%.
“Once we saw how much higher our conversion rate was for these impacted users, we could tell the overall impact would also be significant. Not only were we preventing a large chunk of our visitors from clicking away, but we found these same users were highly engaged and their average value per visit was very high.”
eCommerce savvy shoppers download browser extensions and other free installs around the web more often than average, many of which come bundled with ad injections. After Namogoo’s solution recovered the planned experience for these hijacked visitors by removing ad injections from their experience, they converted 8.13X higher than the rest of Mobly’s visitors.
“We were really surprised at how much more value per visit these customers had. At first it was disturbing to find out that many of our most relevant customers were the ones most impacted, but we were relieved to find a solution that could help clean up that experience and improve our results.”
The Mobly team also learned that Customer Journey Hijacking had also been impacting a significant portion of their mobile users. The team has gained peace of mind now that their mobile experience for this critical segment is free from invasive disruptions.
“I like many iPhone users have long had the impression that malware was not nearly as big an issue on iOS as it is on Android, but in reality the impact was quite significant. Mobile users are already close to 60% of our customer base and growing so it’s very important for us to prevent these distractions on mobile as well.”
Mobly Maximizes It’s Top Converting Segment on Google Shopping & Facebook
After verifying the value of these top-converting visitors, Namogoo’s Customer Success team recommended that Mobly trial this recovered visitor segment in their Google Shopping campaigns, and they were pleased to see them significantly outperform their other segments:
- 30% higher conversion rate
- 10-15% larger average basket size
- 32% higher Return on Ad Spend (ROAS)
Understanding the potential of these engaged visitors, the Mobly team integrated the recovered segment into their Facebook campaigns, and are seeing click-through rates (CTR) up by 40%, while cost per click (CPC) is down by 36% for this segment.
“Once you understand why these shoppers are affected by ad injections, it makes sense: these customers have a higher conversion rate and basket size than average because they shop online more and visit more eCommerce websites.”
Conclusion
“After the results your initial instinct is to block ad injections for 100% of your traffic. But Namogoo’s Customer Success team recommended we keep a 5% control group so we can keep monitoring the results, and they continue to deliver consistent returns.”
Today, Mobly monitors the continuous value of Namogoo’s solution by blocking injected ads for 95% of its web traffic while monitoring metrics for the remaining 5%.
“It’s very rare to see a 5% conversion rate increase for our business being generated by a single tool. Namogoo is easily one of the top solutions we’ve implemented that’s delivered a consistently high ROI.”
Mobly is always testing new solutions to improve their customer experience and bottom line, but the ROI they are gaining by protecting their optimized customer journey stands out to Victor.
