Data in action: A 60% conversion campaign for returning shoppers
Our client from the e-commerce industry, thanks to a thorough understanding of user behavioral patterns on the site, was able to design an advertising campaign for Women's Day, which converted at the level of approx. 60% for almost 11 hours straight. All traffic came from current and returning customers of the brand.
60%
conversion for 11 hours
Challenge
The e-commerce marketing team knew that understanding customers and their behavior was the most important step in optimizing their experience. Without behavioral insight, there was a risk of misaligning the campaign with real user expectations, especially for social media traffic, which often behaves differently than direct or organic sources.
Goals
- Map behavioral patterns of returning customers The team aimed to understand how social media users interacted with the website. Using CUX heatmaps and visit recordings, they analyzed behavioral differences between new and returning users to identify key friction points and high-converting entry paths.
- Design a campaign based on real user journeys 49% of customers say they will likely become repeat buyers after a personalized shopping experience with a retail brand. These statistics made the e-commerce team decide to prepare journeys of customers coming to the website from social media ads, which would take into account the observed behavioral patterns and respond to users' expectations.
Our approach
Comparing behavior across social and returning traffic
The team used CUX to analyze visit recordings and heatmaps for customer traffic coming from social media. To build a complete picture, they compared this data with patterns of behavior observed among returning customers.
Identifying behavioral patterns linked to conversion
From this analysis, they discovered that users arriving directly on product or category pages were significantly more likely to complete a purchase than those who landed on the home page. They also noticed a high cart abandonment rate whenever discount codes failed to work, even among customers with clear buying intent. Another key insight revealed that social media visitors typically needed two to three visits before deciding to buy.
Designing a campaign based on real user journeys
These behavioral findings became the foundation for the Women’s Day campaign. Instead of directing traffic to the home page, the ad led users straight to product pages. The team also prepared discount codes specifically for customers who had already visited the website from social media at least three times, offering timely incentives for a group already showing strong intent.
Impact
60% conversion for nearly 11 hours
The campaign, designed around users’ actual behavior patterns, maintained an exceptionally high conversion rate for almost half a day.
Tailored campaign entry points
The first page customers saw after clicking on the ad was not the home page, but the product page, aligned with the observed customer journeys that led to successful purchases.
Personalized discount strategy
Discount codes were prepared for Women’s Day and targeted at customers who had already visited the website via social media at least three times, matching timing and offer to proven behavior patterns.