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How Gift with Purchase Drove a 49% Lift in Basket Completion for Mobile Phones Direct

Mobile Phones Direct, part of the AO family, is known for offering the best mobile phone deals and accessories. To provide additional value to their customers and drive engagement at checkout, they partnered with Tyviso to implement its Gift with Purchase technology.

“We were seeing lower-than-expected conversion rates and knew we needed a fresh approach to drive engagement at checkout. Tyviso’s team made the implementation of their Gift with Purchase technology incredibly smooth - from tailoring the widget to our site’s look and feel, to helping us select offers that truly resonated with our customers. Not only have we seen an uplift in basket completion rates when customers engage with the gifts, but we’ve also added real value to the customer journey.”
Ricardo Chae
Performance Marketing Manager @Mobile Phones Direct

Objectives

The campaign focused on two clear objectives:

  1. Reward customers with exclusive digital gifts.
  2. Increase basket completion rates.

Approach

The integration process was seamless, powered by Tyviso’s sitetag. The Gift with Purchase widget was custom-designed to match the Mobile Phones Direct website, and on-site banners were added to promote the added value customers would receive when completing their purchase.

To ensure relevance, digital offers such as BookBeat free 90 days trial, were selected to align with the brand’s customer demographics.

Results

Mobile Phones Direct launched gift with purchase using Tyviso’s A/B testing tool, initially splitting traffic 50/50. The test was concluded early due to overwhelmingly positive results. Within the first month, the brand achieved a +49.29% higher basket completion rate.

“Our strategy is built on partner intelligence. For Mobile Phones Direct, we applied the human knowledge, technology refined over years and a methodology proven to work across leading brands. The results came fast. We moved to 100 per cent of traffic almost immediately. This case study proves once again that a gift with purchase strategy can significantly lift basket completion rate for ecommerce brands.”
Adrian Vella
Adrian Vella
CEO @Tyviso

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