With a 40% increase in mobile basket conversion, Fetchify helps This Works sleep easy

"Mobile conversion is up at least 40% versus the prior period. Basket abandonment has reduced and it’s reduced at exactly that point in the checkout that Fetchify has been inserted – Head of eCommerce."

Established in 2004, This Works is a skincare and wellness brand, perhaps best known for its most popular product – “Deep Sleep Pillow Spray”.

They are a multichannel business with a presence in lots of high street retailers such as Marks & Spencers and John Lewis and have seen exceptional growth over recent years.

Unsurprisingly, the last 12 months has seen a major focus on their direct to consumer business via thisworks.com which the brand see as their flagship store and the best representation of their brand. With this focus on eCommerce, they re-platformed their store to Shopify Plus in 2020 and also launched six new online storefronts.

Having observed that they were getting a lot of basket abandonments, especially for their increasing mobile traffic, This Works opted to install Fetchify’s Postcode Lookup after a recommendation by their design agency Vervaunt.

Our aim at Fetchify is to help your online customers to enter addresses correctly and quickly. For This Works this means:

• Basket conversion increased as checkout friction reduced
• Mobile conversion especially improved with better UX
• An intuitive technology that This Works have seamlessly rolled out over all websites

The challenges

This Works wanted to improve their checkout flow. It was clear that basket abandonment was a major issue. Reducing this drop-off at the checkout stage was vital for company growth.

Of particular concern to This Works was a bigger proportion of mobile users abandoning the checkout while this sector of their traffic was growing. A problem in the original checkout UX was identified with customers finding filling out their addresses to be cumbersome and fiddly on mobile devices even though This Works had been using an address lookup system from another supplier. 

"Analytics gives us the granularity to look at where consumers were dropping off. The evidence is that everything has now flipped in the right direction and Fetchify has been a key part of the checkout improvement."

How Fetchify helps

Fetchify is a pioneer in SaaS address lookup and data validation solutions and offers a range of data verification solutions.

This Works opted for Postcode Lookup, an easy to install and easy to use plugin for Shopify Plus, that guides online users in address entry. It speeds the filing of addresses in a way that customers instantly recognise and feel at ease with. It reduces the keystrokes required to fill in an address by up to 80% reducing any friction in the checkout process.

This Works wanted an address lookup and validation service that would provide the following to support basket checkout completions:

• Seamless integration with their Shopify Plus based websites
• An intuitive technology that would not confuse users
• A helpful customer service and technical help team to access, if and when required
• A slick system that would deliver a better customer experience

Results, return on investment and future plans

Along with other eCommerce focused stores, This Works saw an increase in online traffic and interest in their products during the Covid Pandemic. There was also a general gravitation towards mobile use, and this was exposing an issue with purchase completion and basket abandonment.

After identifying that the address completion on forms was leading to basket abandonment, This Works installed Fetchify Postcode Lookup. They immediately saw an increase of purchase completions across their site, with a remarkable increase of 40% on mobile. 

"The base technology is intuitive and all of the other things that you would look for in the checkout: The way that it fits in with the customer experience is seamless."

This Works were also impressed with what they called the 'human element' – the Fetchify team’s willingness to understand their needs and welcome feedback in terms of what they required – something they had not experienced with their previous address lookup supplier. 

"Your team have been extremely helpful, although we haven’t had much correspondence due to the fact the technology has been working so well. Often in the world of apps and software integration you lose that human element – we certainly did with our previous supplier."