Whisker Optimizes Customer Journeys With Bloomreach’s Multivariate Testing and Experiments

Story Behind the Brand

Whisker introduced the first automated, self-cleaning litter box in 1999 and has grown to be a worldwide leader in connected pet care and refined pet accessories. The company is dedicated to helping pet parents outsmart daily chores with solution-oriented products that let them focus on the fun parts of pet ownership, like snuggling, playing, and making memories.

107

lift in conversion rate for test variants with persistent messaging

112

increase in revenue per user

increased in total sales through email over the course of a year

Challenge

Whisker’s challenge was a familiar one for many digital commerce companies: creating a consistent and impressionable marketing message that guides users all the way through the customer journey, from awareness to satisfied purchase.

To craft a personalized experience for its customers, Whisker needed to connect its marketing channels and access all its user behavior in one place — a single customer view — which its previous marketing solution didn’t allow for. This left Whisker’s data siloed and its marketing team unable to craft a persistent message through each customer’s journey.

Solution

Using Bloomreach Engagement, Whisker launched email marketing campaigns with the aim of testing just how impactful a consistent message could be for converting their customers.

To optimize the user experience, the company set up an experiment for its site that kept the same messaging from campaigns present at each touchpoint of the customer journey. Once a user received an email and engaged with the campaign, they would see the same campaign messaging that inspired them to click through and land on the Whisker homepage.

Whisker used A/B and multivariate tests to see how impactful the results could be, with each group receiving a personalized and persistent message along with a control group of users landing on the company’s unchanged homepage.

Bloomreach has been an invaluable tool for our CRM program at Whisker. Whether it’s mapping out our customer journeys, A/B testing campaigns, collecting product reviews, or running on-site experiments to further optimize conversion rates, Bloomreach has proved to be a powerful platform and a great partnership for our brand.

Josh Morrell

CRM Manager, Whisker

Results

Whisker saw an immediate benefit to the experiment, with a 107% lift in conversion rate for users that received persistent messaging. Revenue also increased by 112% for every user that clicked through to the website.

And since this initial test, Whisker has scaled up its experiments and expanded its email strategy to get the most out of Bloomreach Engagement. With ongoing initiatives to grow its email list, continue A/B testing, and refine its email strategy within our platform, Whisker has increased its total sales through email by 64% over the course of a year.

Weaving personalization into all its campaigns has played a crucial role in Whisker’s continued success. The brand used Bloomreach Engagement to optimize key touchpoints, like adding personalized abandoned cart modules to its broader email campaigns, which resulted in an 80% lift in revenue from customers who received the dynamic messages. The company also built automated, dynamic product-review emails that encouraged customers to leave a review of their purchase, leading to a 77% increase in product reviews.

Thanks to our powerful platform, Whisker continues to build on its results and orchestrate the ideal customer journey, maximizing the impact of its marketing efforts.