How The Beard Club increased AOV with accessories
Overview
The Beard Club offers a comprehensive range of grooming essentials designed to nourish, strengthen, and style beards of all lengths and textures. James Harden, Kid Cudi and Justin Turner use their products for grooming their magnificent beards.
As a core element of their customer’s grooming routine, The Beard Club members benefit from having all necessary grooming and shaving accessories available.
The best seller is a kit to get started with bread growth or grooming, which can be extended with extra trimmers, vitamins, scissors, combs, oils etc. Checkout upsells were an ideal method to have shoppers discover additional accessories.
Challenge
Deandra, the Director of E-Commerce Operations at The Beard Club, was looking for a way to grow AOV. Their Growth and Grooming kits come with a base set of accessories. The kits have three tiers: Starter, Advanced, and Ultimate. For a first-time shopper, a bigger kit comes with a higher price, which might deter going all in.
Solution
Accessories were the answer! Deandra decided to offer more of these at checkout. This helped break up the buying journey and gradually grew the total cart value from product page to checkout.
For example, if a shopper wanted to get the Starter kit at $49, they might be interested to add $10-$30 worth of accessories at checkout. She created a clear offer that resonated with shoppers.
To further refine this strategy, we launched A/B testing to see which accessories converted best. We played around with the copy, discounts and product selection.
Results
By making it easy to add on accessories, The Beard Club was able to generate an additional $10k/month in upsell revenue right out the gate. After refining the strategy, that number grew to $30k/month in upsell revenue. This helped grow AOV of orders by xx%.
