Havas Helia is Havas Australia's specialist Customer Engagement and Data Capability agency.
With ticket insurance offered as an upsell to all ticket purchases, insurance revenue was significant but the process was complex and inflexible. We used a combination of behavioural economics insights and our proprietary conversion rate optimisation (CRO) program to deploy a series of tests that would improve both the copy and the design of the insurance upsell module as part of the consumer checkout process. The results? An outsized lift in Ticketek's revenue.
Tony Bianco is a privately owned Australian high-end fashion shoe retailer, and like many competitors, they had a points-based loyalty program. Hence the brand wanted to offer their clients something new and exclusive, and at the same time, save money and keep their profit margins in place.
Using a blend of CRO tools and our insights into behavioural economics, we created a new, upgraded type of loyalty program. Tapping into the consumer's sense of status, it came with special gifts and accessories that could not be bought in-store along with a host of other exclusive member offers.
Titled ‘Style Passport’, the new loyalty program has seen impressive growth with over 5000 new members signing on for the first time. Both Tier 1 (First Class) and Tier 2 (Business Class) memberships have seen over 13% uptick since the re-launch.
Kitchenaid’s online revenue had stagnated in 2019. The brand needed a return to profit as well as support for their upcoming sales campaigns in the lead-up to Christmas.
So, we implemented a new performance strategy that embedded SEO, content and UX. At the heart of the paid media strategy was custom audience segmentation, created using a combination of CRM data, onsite behavioural data and Google’s audience data across both new and existing customers. In total, 11 new audience segments were created and activated across Paid Search, Paid Social and Performance Display.
Our data-led strategy was supported with tailored messaging to each audience segment, with dynamic optimisation tactics implemented across the new vs existing customer segments that considered their lifetime value. Results were outstanding with a 13% increase in Online Transactions (YOY), 26% increase in Online Revenue (YOY), 24% increase in Online Conversion Rate (YOY), and an 18% increase in ROAS across performance channels.
Reckon is the market leader in Australia across three core areas – business solutions, document management and practice management, and providing desktop and cloud-based accounting software for accountants, bookkeepers, small to medium businesses and personal users. Alas, the brand's organic traffic had stagnated and the site was being outranked for top industry keywords by competitors.
We undertook a comprehensive technical audit using Havas Helia's best-practice implementation. High-quality content was produced to encourage people to link to, share and publish. Outreach to top industry sites and blogs created custom content, which featured an authoritative back-link to the Reckon site.
The results spoke for themselves – organic traffic volume increased 12%, SEO visibility increased 40%, and the brand scored the number-one organic ranking for a top industry keyword with a significant uplift in keyword rankings across pre-determined high value targets.