• Industry: Retail
  • Platform: Custom
  • Client since: 2018

The client and the challenge

B么sapin 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. B么sapin 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 B么sapin company wanted to make the most of the enormous visibility of this period by offering the best possible web experience.

The objectives

  1. Increase visitors to the B么sapin website during the holiday season, mainly by reaching the territories of Toronto and the United States.
  2. Increase the sale of accessories.
  3. Increase conversion by revising the online shopping process.

 

The solution

Considering that the partnership between Axial and B么sapin 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:

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

Ce que l鈥櫭﹒uipe de projet en dit

鈥淲e 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 B么sapin makes you look forward to the holidays, even in September! It鈥檚 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鈥檚 all the more motivating to see a local business so successful year-after-year!"
Marie-脠ve - Strategist

Key takeaways

  1. 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.
  2. 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.

Work's extent

  • Analytics
  • User research
  • Digital brand strategy
  • Conversion rate optimization (CRO) strategy
  • 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
  • Conversion rate optimization
  • Revenue optimization
  • Marketing funnel optimization
  • Digital advertising
  • Optimizing landing pages
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