The Mary Maxim Journey:How they increased revenue, email subscribers, and sharing with

AddShoppers

Written byPeter, Director + Growth

About Mary Maxim

Family owned and operated needlework and craft company, Mary Maxim, prides itself on its “Yarn Fiber Roots.”

Since their founding in 1930, the Mary Maxim family company strives to bring exclusive yarns, needlework and kit designs to help bring to others the happiness that comes with sharing hand-made products. For over 60 years they offer 45 Mary Maxim Exclusive Yarns to help people discover their inner creativity.

The fourth generation of Mary Maxim works daily to bring fresh ideas to the maker culture, all while keeping strong ties to the values that started this continued labor of yarn and love.

Pain Points Developing a marketing campaign in-house would have taken too much time to build, implement, and maintain due to their small online marketing team.

Mary Maxim wasn’t getting the traction on social media they knew they should.

Email marketing was working, but they weren’t acquiring as many new subscribers as they needed to hit their growth goals.

GoalsLaunch marketing campaigns faster, with no need to wait on internal development cycles, build software from scratch, or take time away from employees.

Increase social sharing to drive more word-of-mouth traffic and sales.

Bring in more email subscribers to make the most of their email marketing program.

Which Apps Did They Use For Each Stage Of The Shopper Journey?

AwarenessBrand

Impressions

InterestMUVs/ Clicks

ConsiderationCustomers

Identified / CRM

PurchaseConversion Rate

/ AOV

RetentionLifetime Value

AdvocacyReferrals

Sharing Buttons

Social Login

Social Rewards

Behavioral Targeting

I. Awareness

II. Interest

III. Consideration

IV. Purchase

The Shopper JourneyTaking you through each step to show how we achieved results

for Mary Maxim

AwarenessGenerated by Sharing Buttons

BeforeWanting to increase social sales, Mary Maxim used our Sharing Buttons App to drive referrals back to their site.

Prior to installation of AddShoppers Sharing Buttons, they lacked any sort of social sharing campaign. Missing this key component meant that Mary Maxim was missing out on socially assisted revenue.

AfterSharing Buttons helps increase social traffic quickly and effectively. By offering sharing to various networks, Mary Maxim opened themselves up to wide-spread sharing.

Not only are Sharing Buttons great for social exposure, but with Shopper Analytics and Revenue Tracking behind the buttons Mary Maxim is now able to track which networks their customers are sharing on the most.

ResultsBeing able to pin-point which social networks are performing the best will enable Mary Maxim to shift their marketing focus for maximum effectiveness.

They saw that the majority of their social traffic was coming from Pinterest, followed by Facebook.

37%

7%

56%

6

5

4

3

2

1

Other Facebook Pinterest

ConsiderationGenerated by Behavioral Targeting & Social Login

Since Mary Maxim’s main goal was to increase their email capture rate, they implemented Behavioral Targeting to power an entry modal.

Prior to the addition of AddShoppers, when customers came to Mary Maxim’s site they weren’t given the opportunity to interact with anything.

The installation of this entry modal incentivized customers to give their email address.

Behavioral Targeting: Before

Behavioral Targeting: After

Behavioral Targeting: ResultsEntry modals kickstart the shopper journey by generating customer awareness of the brand. Being entered for a chance to win a $50 gift card giveaway if they enter their email is a great way to keep your brand in mind for future consideration.

Mary Maxim’s entry modal saw an awesome 10.16% conversion rate at checkout.

Social Login: Before

When your customer finally hits the purchase point in their Shopper Journey, you don’t want them to abandon because of a lengthy registration form.

One of the biggest areas where this is an issue is on mobile devices because filling out forms on a small screen and keyboard is very cumbersome. The difficulty of form fields is one of the biggest reason that mobile conversion rates consistently lag far behind desktops.

Prior to implementation, Mary Maxim lacked a way to quickly get customers through the registration process.

Social Login: After

By adding Social Login to their site, Mary Maxim made their checkout process easier. How?

One-click login helps their customers streamline through checkout, resulting in reduced cart abandonment. Offering Social Login as an alternative to traditional sign up is vital to your conversion rate and CRM data accuracy -- this is especially important on mobile shopping.

Social Login is a powerful tool for mobile conversion rates. Filling out registration forms on a mobile device can be tedious and lead to abandonment.

Social Login: Results

By adding Social Login to their site, Mary Maxim saw that over 10% of their orders were placed through customers who utilized Social Login.

Facebook is currently their only Social Login option.

Reduced abandonment & higher conversion rate (especially on mobile).

Increase in number of email subscribers

1

2

3 More data points collected per account creation

With Social Login, Mary Maxim now has...

PurchaseGenerated by Social Rewards

BeforeIn addition to implementing Social Sharing, Mary Maxim used Social Rewards to tackle their lack of social traction.

Not only that, but Mary Maxim routinely saw customers abandoning their checkouts in search of a coupon code or discount.

Social Rewards was added a solution to both problems. Why?

Incentivizing sharing to social networks with a coupon code increases sharing while also helping shoppers complete their purchases.

AfterBy logging into a social network and sharing, customers were given a coupon code for 5% off their purchase.

Offering the discount on-site kept customers from abandoning their carts in search of a coupon.

Not only did this dramatically increase social sharing activity, but it also helped reduce cart abandonment.

Social Rewards also generates Interest early in the Shopper Journey stage. Sharing out for the coupon code to different networks drives traffic back to their site.

Results

The 5% off coupon had a 62.8% conversion rate to purchases after sharing, with most of the traffic back to their site coming from Facebook.

Without Social

Rewards

Average Sharing Increase with Social Rewards

With Social

Rewards

+ 191%

ResultsProving optimizing the Shopper Journey works

ResultsComparing data from their first full month with AddShoppers to the same month in the next year, Mary Maxim saw an increase in all areas that they were looking to improve:

Before

Revenue

After

17.2%Increase in Site

Traffic

19.2%Increase in

Emails Captured

154%Increase in

Overall Email Capture Rate

“AddShoppers offers a virtual smorgasbord of website applications that are well thought out, user friendly and extremely effective. From email capture to social sharing (and everything in between), AddShoppers has been instrumental in the growth of our email list and have provided the unique tools needed for us to penetrate social media more effectively.

I highly recommend AddShoppers to anyone that is looking for an easy to implement range of products that will boost customer engagement,

drive revenue, and save time.

- Mike Schommer, Director of eCommerce & IT at Mary Maxim

We’d love to help you grow your average revenue per visitor.

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