How a family-owned brand increased their CTR by 12.80%
Lola & Liza is a Belgian brand that offers affordable fashion to bold and colorful modern women. Lola & Liza developed from a desire to indulge women of all ages with affordable fashion. Which is how a 100% Belgian family-owned company that exudes a pure lust for life came into being. How it became a brand that is constantly evolving and developing. That inspires women in a whole range of countries to dare to be who they really want to be. Sexy, comfy, elegant or simply extra festive — Lola & Liza knows who women are and what they need.
Challenge
With lots of online shoppers, Lola & Liza needed to offer their customers a shopping experience online that inspires just as much as a physical store does.
It is a fact that user generated content inspires more and that it makes customers more likely to discover and buy new products. In the physical stores 79% of the purchases being made is impulsive buy. On the same time on e-commerce sites, due to lack of inspirational content, the same number is only 19%. Creating inspiring and relevant content is a great challenge for brands today and LolaLiza needed a way to overcome this challenge.
Lola & Liza was also looking for a way to spend less resource on creating and finding content. Today it takes a lot of resources and time for brands to create, control and manage content. Content investment has in general grown to roughly one-third of the entire marketing budget. Lola & Liza wanted to engage their customers and needed a way to use all the great content that surrounded their brand in social media, created by their happy customers. Lola & Liza is a brand that sells fashion to real people. Off course they wanted a way to make real people part of their brand.
Solution
When user-generated content is exposed, time spent on site increases with up to 80%. Of course Lola & Liza also wanted a chance to create an environment with UGC that capture the interests of their visitors. That’s why they started working with Flowbox to integrate UGC on their site.
They put a UGC-flow on their start page and made an inspirational wall named #LolaLiza that showed images of their happy customers wearing their clothes. When this is written, the hashtags of Lola & Liza provides a content pool with over 5500 images and videos of their products. All available for Lola & Liza to use in their marketing and E-commerce.
Lola & Liza also use the Flowbox platform when asking for the right to use the photos and videos of their customers. It is as simple as flicking a switch and it is an important tool to use.
Results
Flowbox provides many opportunities that lead to real benefits for brands Lola & Liza. And it makes it measurable! Flowbox provides a tool that makes it possible to get insights about the actions and the content used on site. You get your accomplishments in numbers that shows conversion rates, CTA-clicks, click-through rate and total revenue. In just one month this year Lola & Liza got 9293 customers to click on their UGC-images, 1007 clicked on the “buy”-CTA buttons connected to the images and an overall increased click-through rate by 12.80%.
“Flowbox really helps us to make #LolaLizaTogether happen. Inspired by and together with our community we are working every day towards a better, powerful and timeless fashion brand," says Annelien Alaerts, Digital Communications Director.
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