How a Technical Menswear Brand Increased Conversion Rates by 2x

Try a variety of clothing items before you buy them

Increase sales

112% increase in CVR

Grow your business

75%+ new shopper opt-in

Increase revenues

20%+ increase in revenue

The Problem

This menswear brand creates performance clothing for travel, work, and play. They develop the highest-quality materials from the best suppliers to create versatile garments that perform better than the competition -- but that quality is very difficult to convey through a browser window or a mobile device.

They have fantastic imagery, free shipping and returns, and an optimized site. But they felt there was potential to unlock more growth by letting more shoppers see and feel the quality of their product first-hand.

The Customer

A technical menswear brand with a high quality product, selling 100% DTC with a majority of their sales in the US.

Common Thread Collective

The Problem

This menswear brand creates performance clothing for travel, work, and play. They develop the highest-quality materials from the best suppliers to create versatile garments that perform better than the competition -- but that quality is very difficult to convey through a browser window or a mobile device. They have fantastic imagery, free shipping and returns, and an optimized site. But they felt there was potential to unlock more growth by letting more shoppers see and feel the quality of their product first-hand.

Common Thread Collective

“We're seeing a $10 decrease in CAC. When you extrapolate that across thousands of new customers, that’s more than going to offset an uptick in return rate.”

Jesse Miller, Vice President of Growth, Goodlife

If you have a great product, let people try it

The Goodlife team came to TryNow with two goals: acquire new customers at an efficient CAC and reduce checkout uncertainty without relying on discounts.  With these two goals in mind, Goodlife focused their Try Before You Buy program messaging on the quality of their products.

With a high-price point t-shirt, shoppers need to be confident in the value of the purchase, so Goodlife turned TBYB into a quality "guarantee." This strategy was fueled with extensive marketing in mid-to-bottom of funnel prospecting,  while the top of the funnel remained focused on the Goodlife difference. This approach enabled Goodlife to convert high-intent shoppers who needed an extra assurance before committing to purchase.

Common Thread Collective

The Execution

The TryNow team facilitated the financial and technical aspects of the trying experience for shoppers, integrating seamlessly with the brand’s existing operations and returns management, and incorporating program messaging on the home page, product detail pages, cart, and checkout. The CTC team created and A/B tested different ad creative for Facebook and Instagram ad campaigns centered around the TryNow program to increase both click through rate and conversion rate.

The campaigns featuring the TryNow program executed by Common Thread Collective had a conversion rate that was 112% higher than the rest of the brand’s campaigns.

The Results

34% of shoppers were opting into the TryNow program -- and more than 75% of these TryNow checkouts are converting first-time customers for the brand -- indicating high adoption and interest from high quality shoppers who wanted to try their product, but were hesitant before.

With a 112% increase in conversion rates for TryNow related campaigns, the brand is generating more sales and more profit. Their Try Now Buy Later program is on track to drive more than a 20% increase in annual revenue for the brand, allowing them to invest more into the business and their subsequent marketing strategies.

Stylish woman smiling

Adopting a launch and learn mentality to drive results

Because Goodlife is an early innovator in the Try Before You Buy space, they knew they had to experiment to learn how the offer would resonate with shoppers throughout the funnel. The Goodlife team A/B tested TryNow messaging across paid media and email to gather quick learnings so they could confidently allocate budget to the campaigns that drove growth.

The results? A 47% improvement in ROAS on paid media, and 15% increase in conversion on TryNow emails. Additionally, Goodlife was able to reduce their reliance on discounts by an average of 45% on TryNow orders.

Stylish woman smiling

The growth driven by a premium experience like TryNow is amplified by well crafted marketing and messaging of the program -- so TryNow and the brand partnered with Common Thread Collective to execute paid marketing campaigns.

Jesse Miller, Vice President of Growth, Goodlife

An innovative approach to driving profitable growth

Initially, the Goodlife team expressed concern about the impact an increase in returns would have on their business. Regardless, in the end, they decided to bet on their brand and their product, and to flip the broken ecommerce model of buying before trying. Knowing that returns - and associated costs - would go up, the Goodlife team saw profitability as a simple math equation: the AOV and CAC benefits of the program would need to offset the cost of increased returns.

Goodlife's bet has paid off. TryNow orders average $30 more in AOV after returns and a $10 decrease in CAC on TryNow campaigns. Goodlife has also seen a lift in retention and LTV, as repeat shoppers are using the program to try higher price point items and expand their Goodlife wardrobe beyond their staple t-shirts. Sounds like the good life to us!

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Let people love your product. Let them try it.

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