When a modern fitness clothing brand responds to its customers’ wishes and increases its conversion rate by 0.5%
What does it mean to you, as a shop owner, to have the right payment methods? And, did you know that your customers have preferences with regard to the payment method they use?
Fitness clothing for women must be feminine
Femininity was the benchmark for Shapeit.dk when they made the decision to switch from selling designer and fashion brands to selling fitness clothing for women. The reasoning behind the decision to focus on fitness clothing was to make it more feminine as, at the time, there were only providers of fitness clothing for men. This way, Shapeit.dk saw a gap in the market they could fill.
Today, Shapeit.dk is one of Denmark’s largest and most popular shops for women shopping for fitness clothing. They even opened their second shop in Rødovre last summer. Shapeit.dk’s range bears the hallmark of niche products that can’t be compared to the standard items on offer in other shops.
New focus, a new range
Lærke saw an increasing number of customers asking for ViaBill so that they could split their payments when the shopped on Shapeit.dk. It had been unusual for Shapeit.dk’s customers to ask for a specific payment method. There were around 10 customers asking for ViaBill, but it soon became apparent that there were far more using it.
Shapeit.dk was also keen to include younger women with a more modest budget in their target group. Therefore, ViaBill’s flexible payment methods were the perfect match for the young target group’s payment preferences.
The final reason behind Lærke’s decision to have ViaBill on Shapeit.dk was that he had heard through the grapevine, from a colleague in the industry, that ViaBill increases a webshop’s conversion rate. So, the bottom line was that ViaBill would benefit Shapeit.dk’s younger customers while, at the same time, benefiting Shapeit.dk’s conversion rate.
When Shapeit.dk started using ViaBill, there was a clear expectation that transactions with ViaBill would come at the end of the month when customers didn’t have as much money left in their pocket. However, as it has turned out, it’s not just at the end of the month that customers use ViaBill. Customers pay with ViaBill all the way through the month.
Results with ViaBill
ViaBill attracts the younger target group, a target group that has preferences when it comes to choosing payment solutions. Data also shows that payment options on an e-commerce site play an important role in whether the customer abandons their shopping basket or completes the mandatory steps in the checkout flow.
Shapeit.dk is an e-commerce site which has tackled the problem head-on, followed its customers’ recommendations and which has used ViaBill as a crucial message in their communication, both online and offline. Their collaboration with ViaBill has resulted in the following:
- The conversion rate increased by 0.5% after ViaBill came on-board
- ViaBill orders are 30% higher than other orders
- 15% of the total order comes from ViaBill
ViaBill customers buy more than other customers
On Shapeit.dk’s webshop, you will come across ViaBill’s recognizable blue PriceTag in two places. The first place in which you will encounter ViaBill’s PriceTag is on the product page, and the second place is in the Checkout flow.
ViaBill’s PriceTag clearly illustrates for our customers how much they have to pay per month and that they can add more to their basket without incurring huge monthly costs.
While the PriceTag on the product shows how little the individual items cost per month, the PriceTag in the checkout section shows how little the total amount per month is. The PriceTag, which the customer finds at the Checkout, helps increase sales as the customer realizes how little they have to pay for all their items because they are splitting their repayments.
ViaBill is more than just a payment method
For Shapeit.dk, ViaBill is not just a payment method. ViaBill also has a message which they diligently incorporate in their communication. Shapeit.dk makes an effort to communicate ViaBill’s message in their SoMe campaigns and through their weekly newsletters.
Shapeit.dk has even created a separate page, on which they tell their customers about what ViaBill is and how customers shall pay with ViaBill on shapeit.dk.
ViaBill is for those customers who want to have their orders “here and now” and want to pay for them later. But, ViaBill is also for those customers who need reassurance before they make the final decision as to whether or not they want the item.
Reassurance is found in the fact that ViaBill’s customers get the chance to see their items at home, feel the material and try their clothes on before they have to part with their money. In particular, Shapeit.dk uses the message “Buy now, pay later” because it gives their customers greater peace of mind and agility in relation to model and size.
Would you like to hear more about collaborating with Shapeit.dk? Contact Kasper via kbc@viabill.com to learn more about how you can increase your conversion rate and basket size with ViaBill.
