Case Studies

How Franklin Increased Product Revenue by 72%

Franklin Sports is a major online retailer that produces the Official Batting Glove of the MLB®. While best known for producing the #1 performance batting glove in baseball, Franklin Sports is home to a wide selection of sporting goods, gear, and officially licensed apparel.

The Challenge:

 

Franklin Sports is the ONLY seller on the market for a fully customizable batting glove. Despite this, the product’s long customization process leads to an extended purchase path and a high rate of abandoners.

 

 

The Solution:

 

  • Path Length Report: Identify the numbers of steps a user takes before completing their transaction.
  • Purchase Log: Analyze time elapsed (days) between first interaction and product purchase.
  • Google Analytics Remarketing Lists: Generate lists that segment users based on unique site behavior and time elapsed since first visit.

 

 

Ad delivery was tailored to display the product model that the user’s on-site behavior indicated preference towards.

 

Audience membership length was segmented to reflect fluctuating purchase intent as time passed.

 

Ads reengaged an audience that demonstrated interest, but unsuccessfully completed the customization process.

 

 

The Results: