Who are Bodykind?
Founded in Manchester (UK) in 2004, Bodykind strives to provide its customers with the best natural health products.
The brand has grown exponentially in recent years by focusing on premium-quality products backed by exceptional customer service.
The challenge for Bodykind and RevLifter
Bodykind understands that focusing on premium selections and exceptional service is crucial for success in eCommerce and retail. They avoid ‘race-to-the-bottom’ tactics, protecting their profit margins and brand image by avoiding heavy discounts.
Their collaboration with RevLifter came at the perfect time, just six months after launching a new website, as they sought fresh ideas for boosting conversions and optimizing revenue.
The main challenge was encouraging users to stick around and convert instead of bouncing off the site. RevLifter’s exit campaign is a powerful tool for addressing this.
Fun fact: returning customers have significantly higher conversion rates (CVR) and average order values (AOV) than new shoppers. This insight signals the importance of personalized marketing offers based on consumer behavior, aligning with Bodykind’s brand protection and customer retention goals.
With returning customers making up the majority of Bodykind's shoppers, a dynamic segmentation strategy is needed to entice new customers to make that first purchase while keeping existing customers happy.
The offers and campaigns
Exit campaigns stop people from leaving the site without converting
RevLifter helped Bodykind create an exit-intent overlay that offers a sweet 5% discount. This kicks in when visitors show signs of leaving.
This offer is active on all pages except body products, the cart, and checkout. We want to protect those key categories and avoid giving discounts to customers already ready to buy.
New vs. returning customers optimization
Bodykind spotted something interesting: returning customers were spending more than newbies.
The smart move? Only targeting customers with a cart value over £30 ($37). Here’s the catch—this change made new customers hesitant to hit that high on their first order.
So, to keep the new customer flow strong while still catering to returning customers, we made an intelligent adjustment. New customers get the offer if their cart is under £45 ($55) without a minimum spend. Meanwhile, returning customers see the offer if their cart is under £45 ($55) but with a minimum spend of £30 ($37).
The results
The optimizations saw Bodykind return to hitting its acquisition targets. Most importantly, Bodykind saw additional profit per order, maintaining its careful and logical approach to incentivization.
"As an online retailer of premium health and beauty brands, it’s essential that we can bring incentives out to audiences only when it makes sense. RevLifter’s campaigns have had a positive impact on our CVR and AOV, but it’s the additional profit per order that has really opened our eyes to how intelligent offers can be structured to drive a financially sound outcome."
Catherine Lomas, eCommerce Manager, Bodykind
