The Challenge
Adairs, a publicly listed Australian homeware brand, has a strong presence both online and in physical stores. Adairs’ loyalty program called Linen Lovers is a key pillar of their success.
Despite the popularity of the Linen Lovers program, our research identified that its benefits were not clearly communicated and prominent throughout the user journey, which led to missed opportunities for conversions
Our Solutions
Our hypothesis was straightforward: the Linen Lovers program is highly valuable, but its benefits were not immediately clear to customers. By making the program more visible at the point of purchase, we could deliver more Linen Lover conversions and as a result, increase revenue.
We tested the following changes:
- Added a Linen Lovers module to the checkout page.
- Positioned the module above the fold on mobile devices, ensuring visibility without causing additional friction.
- Highlighted the potential savings customers could achieve with a Linen Lovers membership, demonstrating that the membership often pays for itself.
Result:
This experiment delivered significant results. Whilst we didn’t see a statistically significant increase in the overall Checkout purchases, the Linen Lovers conversion rate increased by 56%, leading $60K in additional Linen Lovers sales. This improvement validated our hypothesis and highlighted the impact of placing decision-driver factors strategically in the user journey and clear communication of membership benefits.
Key Takeaways
This experiment highlights the importance of in-depth analysis of user journey in eCommerce success. By highlighting the value of the Linen Lovers program at the checkout, the critical sales touchpoint, we were able to motivate more customers to complete their purchases. The thoughtful design changes were implemented without disrupting the existing checkout process, demonstrating that high-risk areas can be optimised effectively as long as they are designed with careful consideration and planning.
