Personalisation that converts with Salesforce Marketing Cloud
At a Glance
Hato Hone St John’s websites offer a diverse range of services and products, including first aid training, medical supplies, AEDs, and ambulance memberships. By implementing smart personalisation tactics, we were able to recover revenue from shop exits and abandoned carts, while also creating a smoother and more engaging customer experience.
- Personalise ambulance membership communications across the entire lifecycle
- Reduce cart abandonment rates by improving recovery journeys
- Enhance ad spend efficiency by reducing unnecessary ad conversions
"We introduced a tailored exit-intent pop-up to our online giving journey using Marketing Cloud Personalisation. In just two months it added an additional $25,588 in donations. The solution works seamlessly across devices and shows what’s possible when smart technology is aligned with the right objectives and delivered with the right partner."
Mo Ravi
,
National Manager Digital Marketing & Engagement
,
Hato Hone St John
Challenges
Hato Hone St John were looking to optimise the ad-to-purchase journey to maximise their online store revenue and digital ad spend. Their key challenges were:
- Personalising communications across the "One Individual, One Hato Hone St John" lifecycle. Individuals inhabit multiple personas, from corporate customers to volunteers.
- Struggling with cart abandonment rates without effective recovery journeys in place.
- Inefficient ad spend, often investing advertising budget marketing to existing staff or volunteers.
Solution
LavaBox partnered with Hato Hone St John to develop a strategic approach centred around personalisation and efficient ad management using Salesforce Marketing Cloud, with:
- Custom affinity strategy: Identified primary supporter interests, triggering highly personalised journeys. Excluded purchases already made by specific supporter account types to optimise ad targeting.
- Automated ad suppression: Automatically paused or suppressed ads for supporters who had already completed renewals, thus ensuring ad spend was efficiently allocated.
- Smart personalisation: Tailored exit-intent pop ups and abandoned cart journeys to recover potentially lost revenue.
Impact
By adopting a data-driven and highly personalised approach, Hato Hone St John realised measurable commercial outcomes:
- $350k additional annual revenue (projected): Enhanced revenue driven by improved targeting and personalised digital experiences.
- Reduced cart abandonment: Conversion rate of abandoned carts improved to 2.75%.
- Optimised Advertising Spend: Increased click-through rates and reduced cost-per-acquisition through precise, automated ad targeting and suppression.
"The early results are promising! It’s the first technical initiative I’ve been across for a long time (ever?) that delivered on time, to budget, and on-point with our aims for the original scope. So much gratitude to your awesome team."
Natalie Davis
,
General Manager Customer Experience & Marketing
,
Hato Hone St John
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