How to Build Brand Partnerships in the E-Commerce Space: 4 Steps to Drive CRO and Retention
In the fiercely competitive world of e-commerce, building strong brand partnerships isn’t just a nice-to-have, it’s a game-changer. When done right, these partnerships can skyrocket your conversion rate optimisation (CRO), boost customer retention, and create a shopping experience that customers can’t resist. So, how do you do it? Here are four proven steps, backed by real-world success stories, to help you master the art of brand partnerships.
1. Create a Rewards Programme That Stands Out
Let’s face it, everyone loves rewards. But to stand out in a sea of loyalty programmes, you need to offer rewards that truly resonate with your audience. The trick? Make them exciting, relevant, and most importantly, easy to claim.
Take a page from Plusnet’s playbook. They revamped their rewards platform using Tyviso’s tools, featuring offers perfectly tailored to their broadband customers. The result? Visitors to the new perks page spent 33% more time on-site and were 90% more likely to complete an upgrade.
What this means for you: Use data-driven insights to tailor rewards to your audience’s preferences and watch the engagement roll in.
2. Leverage the Power of Gift With Purchase (GWP)
What’s better than getting exactly what you want? Getting a little something extra! A GWP strategy is a brilliant way to turn browsers into buyers. It enhances the perceived value of the purchase without cutting into your profits.
Take Secret Sales, the premium e-commerce marketplace. By integrating Tyviso’s GWP widget into their basket page, they gave shoppers the joy of choosing a free gift from third-party brands. The result? A 66% increase in basket completion and a 14% uplift in average order value. Now that’s what we call a mic drop moment.
What this means for you: Use GWP as a hook at critical touchpoints like the checkout page to nudge hesitant customers towards completing their purchase.
3. Experiment With A/B Testing to Optimise Results
Great partnerships don’t just happen, they’re built through continuous testing and learning. By using A/B testing, you can fine-tune your partnership strategies to maximise CRO and retention. Using data helps you focus your efforts and get results efficiently.
Parcel2Go aced this approach by testing three different GWP widget designs before landing on the one that drove the best results: a 29.23% increase in average order value.
What this means for you: Always test your partnership elements, whether it’s the design of a widget or the type of offer, to ensure you’re hitting the sweet spot.
4. Make It Seamless for Your Customers
No one likes jumping through hoops, especially not your customers. The best brand partnerships are frictionless, seamlessly blending into the customer journey.
For instance, Online4Baby integrated Tyviso’s customised GWP widget through Tag Manager, offering gifts that added instant value without disrupting the checkout process. The result? A 46% increase in basket completion and a 17.2% rise in average order value.
What this means for you: Keep things simple. A seamless, well-integrated partnership experience will leave customers smiling and spending.
Brand partnerships are more than just a strategy, they’re a superpower for driving growth, loyalty, and customer satisfaction. Whether you’re looking to boost CRO, increase AOV, or delight your customers with unique rewards, Tyviso has the tools and expertise to help you succeed.
Sid Senthilnayagam
Client Services @ Tyviso
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