Customer Spotlight
Health and Wellness
A conversation with:
Jennifer Peters
Senior Manager, eCommerce
The Challenge
OLLY faced challenges in the rising cost of customer acquisition. Despite driving substantial traffic, especially from social channels like TikTok, the conversion rate for first-time visitors was not meeting expectations. The traffic from these sources was often low-intent and price-conscious, making it difficult to justify the high acquisition costs. This made it crucial to find a solution that could effectively engage and convert these visitors without relying heavily on additional discounts or offers.
The Outcome
After implementing Vandra, OLLY observed a significant and consistent increase in their site conversion rate for first-time visitors. Monthly site conversion rates improved MoM since implementation in late January, demonstrating the effectiveness of Vandra in enhancing the customer acquisition process.
OLLY vitamins aims to make it easier to pursue good health and promote happiness. They are known for their tasty flavors and simplified vitamin forms, and are independently tested to meet NSF criteria for quality, safety, and label claims.
OLLY, a prominent health and wellness brand, faced significant challenges in customer acquisition as their household penetration and brand awareness grew. Despite having a strong retention program with 30-35% of their business driven by subscriptions, the cost of acquiring new customers continued to rise. The company sought an effective solution to convert users on their first visit, particularly from low-intent and price-sensitive traffic sources.
Using Vandra at OLLY
OLLY's goal was to increase the site conversion rate for first-time visitors, thus improving the overall efficiency of their marketing spend and customer acquisition efforts.
OLLY implemented Vandra to address this challenge. Vandra offered a seamless integration process, requiring minimal resources and effort. The platform’s user-friendly dashboard provided critical insights and performance metrics, enabling the client to make data-driven decisions.
Key features of Vandra that proved beneficial included:
Simple Dashboard: Provided essential metrics without overwhelming users with unnecessary data, allowing the team to quickly assess the effectiveness of their campaigns.
Protected Audience Data: Offered insights into customer behaviors and conversion patterns that the brand couldn't obtain independently, aiding in better decision-making.
The integration process was straightforward and quick, involving minimal input from the client's development team. The client appreciated the simplicity and functionality of Vandra, particularly the intuitive dashboard that focused on key metrics without unnecessary complexity.
Growing with Vandra
Alongside Vandra, OLLY tested various promotional strategies, such as bundle offers and adjusted shipping thresholds. However, Vandra stood out as the most impactful and resource-efficient solution.
OLLY noted they are happy with Vandra for its ease of implementation and use, reliable performance, and noticeable boost in conversion rates.
According to Jennifer, "the challenge for us was trying to get customers to convert on their first visit. And Vandra put a huge dent in that challenge, more so than any other tool would have or could have. The sustained growth and improvement we've seen over time really indicates the quality, like the AI engine, and the fact that you could keep this on and running. It's not like there's one thing that happens and suddenly you convert a bunch of customers, and then it sort of goes back to a normal. This is the new normal, having a site conversion number that increases every month, month over month, has become the new normal. And that would not be the case without Vandra."
Vandra played a crucial role in transforming OLLY’s customer acquisition strategy. By increasing conversion rates for first-time visitors by over 82%, Vandra not only improved the efficiency of OLLY's marketing spend but also provided a scalable solution for sustained growth. OLLY looks forward to exploring further possibilities with Vandra to optimize their marketing efforts and customer engagement.