GiftTree
“Our team managed to increase the overall conversion rate of Gift Tree by 10% in terms of conversions.”
Background
About GiftTree
Gift Tree is an eCommerce brand, headquartered in Vancouver, founded in 1997 by Craig Bowen and Esther Díez. Being in the gifting industry, the brand offers a curated collection of products for holidays, promotions, and every-day gifting moments for individuals, corporations, and businesses in a way that makes the gift buying experience easy and seamless.
The challenge
What GiftTree needed to solve
Gift Tree hired Invesp at a time when they were experiencing a persistently low conversion rate. Even though their marketing team was talented and dedicated, they didn't have enough conversion optimization experience.
We saw some improvement in our conversion rate, but the process wasn't consistent — it was slow most of the time. We have dedicated employees, but sometimes you need an expert to come in and point out areas you may not be addressing correctly.
CEO
Unlike most online stores, Gift Tree used their own eCommerce platform. Our team first had to understand how their system worked before increasing conversion — running several multivariate tests to ensure the platform wasn't interfering with customers' expectations — and design a customized testing model to suit it.
The solution
How Invesp approached it
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, and senior frontend developer.
A few days into our SHIP optimization process, we identified a list of conversion bottlenecks on the Gift Tree website using expert reviews, user behavioral research, and other research techniques — and surfaced several new revenue opportunities the brand hadn't tried yet.
The team ranked the issues with our prioritization framework to determine which would most impact the bottom line while requiring the least effort, paying close attention to the emotional and social pull of the products that drove customers toward conversion.
Having mapped out the testing landscape, we moved into high-velocity testing across mobile and desktop, launching 6 to 8 experiments every month with weekly status meetings to keep the Gift Tree team updated.
The results
The impact
The team crafted a customized experimentation model for Gift Tree's unique eCommerce platform and increased the brand's overall conversion rate by 10%.
Invesp has an extensive customer base and has seen a lot of different industries. Although they had never worked with anyone from our industry, their methodology worked well for us.
CEO
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