Bôsapin | Axial

The client and the challenge

Bôsapin provides a Christmas tree delivery experience through delivery people dressed as nutcrackers. Through this home service, the customer can be sure to receive the most beautiful tree possible, on the day and at the time chosen. Bôsapin entrusted its first mandate to Axial two years ago. Our agency was tasked to increase traffic and conversion during a short sales period (3 months). The Bôsapin company wanted to make the most of the enormous visibility of this period by offering the best possible web experience.

The objectives

Increase visitors to the Bôsapin website during the holiday season, mainly by reaching the territories of Toronto and the United States.
Increase the sale of accessories.
Increase conversion by revising the online shopping process.

The solution

Considering that the partnership between Axial and Bôsapin began very close to its strong sales period, Axial decided instead to focus on what would quickly have an impact. To achieve this, CRO (Conversion Rate Optimization) was carried out in order to identify small optimizations (quick wins) to deploy quickly. During this stage, the team ensured that the conversion tunnel was frictionless. With such a short and intense window of time, planning ahead for marketing tactics was important to ensure a successful sales period.

In order to prepare for the next year, the Axial team focused their efforts on upstream analysis. From this strategic approach, the agency accomplished the following things during the second mandate:

Revised the overall purchasing process and tree selection
Overhauled the purchasing interface
Created regional landing pages focused on the offer for each major city
Carried out advertising campaigns

Ce que l’équipe de projet en dit

“We greatly appreciate working with Axial since we feel that the firm is trying to advise us and not make a sales pitch. They listen to our needs and are very sincere and realistic in the objectives set for the campaigns. Lastly, we greatly appreciate the monitoring of projects, which is done both at the staff and management levels. We really feel that our projects will be carried out as planned and on schedule."

David Thibeault, President

"Working with Bôsapin makes you look forward to the holidays, even in September! It’s also working with an entrepreneur who likes things to happen and who likes ideas. And that's good, since working in CRO mode, I was able to come up with a variety of ideas! It’s all the more motivating to see a local business so successful year-after-year!"

Marie-Ève - Strategist

Key takeaways

It is important to focus our efforts where we can generate the most value. Whether through quick wins or deeper optimizations, ROI must always be considered in our decisions.
The fact that the sales period is so short, efforts must be concentrated; metrics need to be monitored frequently and agility is key in order to adjust quickly if the desired performance is not met.

Étendue des travaux

Stratégie

Analytics
User research
Digital brand strategy
Conversion rate optimization (CRO) strategy

Création

Unique value proposition and key messages
Creative direction
User experience (UX) design
User interface (UI) design
Writing paid ads, social media, email marketing
Website writing

Marketing numérique

Conversion rate optimization
Revenue optimization
Marketing funnel optimization
Digital advertising
Optimizing landing pages

To provide a better web experience during the increased-traffic holiday sales period (3-months)

The client and the challenge

The objectives

The solution

Key takeaways

Étendue des travaux

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