Growth had plateaued, and the leads were leaking at the top
After several consecutive years of rapid growth, a national home and design retailer flattened out. Repeat purchase held up. New names had stopped arriving.
The brief
Strong retention hiding a weak top of funnel
The client is a national retailer of high-end home and design accessories, with a highly visible media presence and a devoted customer base. Several years of consecutive rapid growth had ended in a plateau.
The diagnosis was not obvious from the revenue line, because return customer rates remained strong. A loyal base can hold total revenue steady for a long time while acquisition quietly fails underneath it.
What had stalled was new customer acquisition and lead generation. The database was no longer growing fast enough to feed the next year of growth.
What we did
Find the points of loss, then capture at them
We analyzed site data to locate the most likely points of loss in the customer experience, then built capture and nurture at exactly those points rather than adding a site-wide popup.
- Launched behaviorally-triggered lead acquisition points on the site, placed against the identified points of loss
- Developed subsequent email communication to engage newly-acquired leads rather than leaving them in the list
- Crafted incentives, where appropriate, to convert leads after the nurture sequence
The numbers
Within 60 days
| Metric | Change | Reads as |
|---|---|---|
| Homepage lead acquisition rate | +40% | Result |
| Database size | +5-7% monthly | Result |
| Email revenue | 3x month over month | Result |
About Gild
Gild Group is a fractional ecommerce team for mid-market Shopify brands. Performance, retention and storefront operations run by one embedded group of senior operators on a fixed monthly retainer. Charleston, South Carolina, since 2014.