How Death Wish Coffee boosted its abandonment flow CVR by 40% with Monocle
Discover how Death Wish Coffee used Monocle to bolster its abandonment flow with strategic and personalized offers.
40%
increase in CVR
35%
increase in ARPU
<1%
change in average discount
In a head-to-head comparison test, Monocle surpassed DWC's abandonment flow by a significant margin, resulting in:
about
Death Wish Coffee (DWC) is a USDA Organic & Fair Trade-certified coffee company founded to help thousands overcome their groggy morning woes. Born in a basement with the dream of delivering naturally stronger and bolder coffee to its customers, DWC's premium products can now be found online and on shelves almost everywhere, with a thriving subscription business on its DTC channel.
"Monocle has been invaluable in helping us deliver a shopping experience that captivates and converts without sacrificing profitability."
The Challenge
Death Wish Coffee wanted to drive revenue from abandoned users without impacting profitability
DWC grew quickly thanks to strong brand equity, an enticing subscription program, and a best-in-class customer experience.
Its premium coffee products rarely went on sale. Instead, it offered subscription incentives, including access to exclusive events, DWC merch, and other perks. But in the face of slowing demand, the marketing team turned to a reliable tactic to drive sales and delight customers: discounting.
DWC's marketing team knew discounting was a slippery slope, leading to dilution of brand equity, and had already seen conditioning of its consumers to buy only when a discount was offered.
The team knew the value of getting customers to subscribe because they frequently became brand loyalists, but also recognized the need for a more tactical approach to DWC’s promotion strategy.
To strike the perfect balance between marketing performance, customer experience, and profitability, DWC's Communications Marketing Manager, Kelly Spencer, sought to optimize her promotion strategy with personalized offers.
"We'd gotten a bit too used to offering general discounts to incentivize customers in our abandonment flows. While these offers did drive results, the entire process lacked direction and was too impersonal."
The Solution
Death Wish Coffee targets users with strategic, personalized offers using Monocle
To elevate its abandonment flow with personalized offers at scale, DWC partnered with Monocle.
Knowing DWC didn't have an in-house developer, the Monocle team executed a complete white-glove onboarding. The team cloned all DWC's flows and updated them with the appropriate code, helping the brand drive value with Monocle from day one.
The Monocle team then ran an Explore phase where they analyzed customer intent to determine the optimal discount percentage for abandoned users.
Using this data, Monocle and DWC developed a machine-learning model that deployed personalized offers based on hundreds of variables, most notably:
- Customer purchase intent
- Stage of the customer journey
Using Klaviyo as its delivery platform, DWC combined personalized offers with its characteristically intimate, one-on-one messaging. This combination led to a significant increase in CVR from abandoned users without impacting the average discount given.
"Monocle's ability to determine customer purchase intent and allocate offers to those who need a push to convert has been a complete game changer."
The Results
40%
increase in CVR
35%
increase in ARPU
<1%
change in average discount
The Results
Death Wish Coffee increases annual revenue per user by 35% — without increasing discounts
With Monocle at its side, DWC has seen a significant increase in CVR from its abandonment flows while maintaining promotion spend and the customer-first shopping experience the brand is known for.
Monocle surpassed DWC's abandonment flow by a notable margin, resulting in:
- 40% increase in CVR
- 35% increase in ARPU
- <1% change in average discount
In the near future, DWC plans to leverage Monocle's personalized incentive engine to analyze the effectiveness of discounts compared to free gifts. As an early adopter of Monocle, the team is excited to see how the platform will evolve and strengthen its promotion strategy even further.
"We can't wait to test offering a free gift with purchase versus a discount. We've seen great engagement from past campaigns offering free gifts, and in these challenging times, it feels good to offer added value to our consumers while still continuing to boost CVR."
