As I reported back in May, Alvenda helped 1-800-Flowers deploy "shoplets" across hundreds of websites for Mother's Day. Shoplets are commerce-enabled advertisements that let customers purchase items without leaving their current website. Jim McCann, CEO of 1-800-FLOWERS.COM stated,
“Through our collaboration with Alvenda, we have now opened millions of stores on Web sites frequented by our customers.”
The results from the program are in, and they are impressive. Using an A/B testing approach, 1-800-Flowers compared shoplets against traditional banner advertising and found that interaction rates with shoplets were 10x higher than standard display ads. Additionally shoplets drove more sales than banner ads, generating 41% more sales per impression. The full report can be found here.
I guess shoppers really liked the convenience of the shoplet.
But the interesting discovery is that interaction rates dropped by 20% when promotional language was included in the shoplet. The less the shoplet seemed like advertising the more customers were attracted. I can think of several ways to explain this, but they would all be guesses. Anybody have a good explanation?
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Comments (3)
Dave, for the record, the interaction rates increased 10.5X (not just a measly 10x)! In fact on some content rich sites like msnbc.com we approached an 18x lift.
;-)
Checkout a fun article on the first store running inside facebook at:
http://www.getelastic.com/first-facebook-sale/
Thanks for the post!
Wade
Posted by Wade | July 23, 2009 12:51 PM
Posted on July 23, 2009 12:51
Hello. Thank you for this great info! Keep up the good job!
Posted by johnny | August 6, 2009 11:44 PM
Posted on August 6, 2009 23:44
thank you! I really liked this post!
Posted by machoman | August 9, 2009 12:21 AM
Posted on August 9, 2009 00:21