The Problem: Competitor Ads Hijack ‘Things Remembered’ Customers and Affect Brand Perception
20.82% Hijacking Rate
Anthony McLoughlin, Chief Marketing & Growth Officer at Things Remembered, approached Namogoo based on the platform’s successful performance at a previous company he worked at. He did not know the intensity of customer hijacking at Things Remembered. But based on his previous experience with Namogoo, he knew that it probably took place and that Namogoo could find out and help them address the issue.
This issue became particularly pressing during Covid-19. Being a multichannel retailer, the offsetting of what they lost in stores was highly acute and important. The e-commerce customer journey had to be flawless, so he was determined to optimize it from every aspect: from website design up to thwarting malicious software.
“Customer hijacking is an invisible problem for most brands.
I wasn’t sure to what extent our business at Things Remembered was suffering from browser hijacking, but it’s unfortunately proven to be true. We’re fortunate we have Namogoo to address it.”
The Solution: Things Remembered Removes Competitor Ads to Maintain Frictionless & Positive Customer Journey
Things Remembered entered a POV process with Namogoo. The purpose was to check how many visitors were affected and how much they could improve conversions with Namogoo’s Customer Journey Hijacking Prevention solution.
During the test, they discovered the hijacking rate was a whopping 20.82%. Anthony suspected this could have been happening, due to his previous experience with Namogoo. However, even he was blown away by this high percentage.
“20.82%, one in five people are having this experience.
And when you multiply that by the amount of orders and transactions we have it’s just jaw-dropping.”
One of Anthony’s main surprises was seeing their direct competitors’ ads appearing on their site. He was worried about the effect these intrusive ads would have on their customer experience. Things Remembered spends a lot of resources on perfecting the website customer journey. Competitor ads are inconsistent with what the customer would expect, and they disturb the customer journey.
“No brand wants to have another brand involved in their customer experience. It impacts so much of the customer journey, not just the customers who are hijacked. The customer doesn’t understand what’s happening so there’s a disconnect with the customer.”
The POV (Proof of Value) process with Namogoo included running a split test on the Things Remembered website. During the test, Anthony and his team were able to track the positive impact Namogoo was having in real-time through Google Analytics. They could immediately see the effect and also control the percentage of hijacked sessions for benchmarking purposes.
“We can see the impact in real time and in our own Google Analytics, not on a third-party platform. It’s just a simple math equation.”
The Business Impact: A Top-Performing Segment Drives Conversion
& RPV Upwards
With Namogoo’s Customer Journey Hijacking Prevention solution, Things Remembered saw an overall conversion rate uplift of 5.15%. They were able to achieve statistical significance that immediately scaled and improved their main business KPI: AOV.
“5% improvement in conversion is something that I spend a lot of time in other areas trying to get that result, and I got it immediately from just doing this one initiative.”
Conclusion
Things Remembered is enjoying the immediate conversion rate uplift and its impact on their business KPIs. They can now reap the benefits of the resources they invested in their e-commerce website and ensure an impeccable customer experience. Based on these positive results, they are now exploring Namogoo’s additional offerings, the promotional engine and optimization program.
“One of the hallmarks that distinguishes Namogoo in the market, is that they really approach it as if they were the client themselves. I’m excited to be working with them.”
