Task	Increase sales and improve customers interaction with the website
Solution	Implement widgets-informers
Period of using Yespo at the moment of publishing	August 2022 - June 2023
Resources	MustHave marketing team
Audience	100k, 44% of active customers
Specifics	The usage of informers with advice on choosing jeans and skirts length

A year ago, the Ukrainian clothing brand MustHave discovered the new functionality of Yespo — informers. The company’s team decided to try them in order to improve customer interaction with the website and increase profits at once. In the fourth month of using this widget type, MustHave got their first sales. The main goal they achieved was high profitability and abandoned products decrease.

The Results

With the help of our widgets, MustHave achieved the following results:

• The 6.44% decrease in the abandonment rate

• The 10.2% increase in pages visits

• 240% ROI during the paid period of using informers and 750%, including the test period

• There are 2-3 associated conversions for every direct conversion delivered by informers.

Integration with the Website

MustHave has been working with Yespo for about 5 years. During this time, the brand connected the web tracking technology, which allows for personalizing customer communication. Since Yespo uses a single script for web tracking and displaying widgets, it eliminates the need to generate and install code for informers. Because of this feature, you can create widgets and publish them on the website immediately.

Discover how to easily integrate widgets if web tracking isn’t connected >>

How MustHave Uses Informers

Here is what Anna Betz, co-founder of the MustHave brand, says about the categories of informants they use:

1. Informers about the length of the product

"We take into account the customers' opinions, so our jeans and some skirts are presented in two length options. However, not all users are aware of this, so we add an informer to the product page. It says that this particular model is available in a different length. The widget has a button that redirects the user to a page with an alternative length. For this type of informers, the click-through rate is above the site average.”

2. Informers with general information

“We use such widgets to inform our customers about important details at the stages when they are most likely to have questions. We clarify the promotion conditions on its web page, explain possible changes in the payment process on a checkout stage, confirm the availability of a specific size in a chosen store, and so on. In this way, our website isn’t overloaded with information, but the likelihood that the customers will get answers to their questions increases.”

3. Internal linking informers

“This type of informers brings the major part of sales. We use them on both popular product pages and pages with high bounce rates to encourage customers to view other items or categories that could be interesting to them.”

4. Promo informers

“We don’t use such widgets too frequently since in most cases, we inform our customers on promotions using banners and newsletters. However, before significant and regular promotions, like Black Friday or the MustHave brand’s birthday, we launched such informers to warm up the customers’ interest.”

How MustHave Analyzed Informers’ Performance

In Yespo, a report with statistics on views, clicks, and conversions is displayed on the dashboard of created informers.

To track clicks in external analytics systems, you need to set UTM tags in links on informers or activate the "Tags" switch.

Then, the UTM parameters will be automatically substituted according to the end-to-end settings in the account.

Parameter type	The value that will be substituted
utm_source	widget
utm_medium	id of an informer in an account
utm_campaign	name of an informer in an account
utm_source	According to an informer type: DETACHED, BUILT_IN, FLOATING_BOX or CONTENT_LOCKER

Discover how to transfer events from Yespo widgets to Google Analytics >>

How Informers Impacted Company’s Efficiency Indicators

Sales

MustHave analyzed the performance of informers from the very beginning of their usage, however, the company got the first sales from them three months after their implementation.

"This is not the main sales channel, but we track the role of informers in associated conversions: they bring us 2-3 associated conversions for every direct one.” - Anna Betz, co-founder of the MustHave brand.

Engagement

Due to the informers, the company sees positive trends in terms of page dwelling time, pages viewed and bounce rate improvement:

• The abandonment rate decreased by 6.44%.

• The number of page visits increased by 10.2%.

• Unique views increased by 12.6%.

Conversion rate

The pop-up with a spring sale promo where the company offered 30% off for their best sellers had the best conversion rate.

The chart below shows the conversion rate difference between the last best-performing pop-up and this one.

Widget name	Conversion
30% off for bestsellers	14,64%	123%
length 12411	6,56%
length 12012	6,45%
length 11756	6,11%
length 12315	5,60%
length 13193	5,59%
length 12333	5,59%
length 13192	5,51%
length 12276	5,25%
Ukrainian [new]	4,94%

Profitability

“Considering only the months we pay for using informers, it comes out to 207-240% ROI depending on the month. If we consider the entire period of use (with a free period), then our ROI from using informers is 750%" - Anna Betz, co-founder of the MustHave brand.

MustHave Plans for the Future

“Now, our main priority is to develop and release a new website for our store. However, recently we faced a question of how to pay customers attention to the fact that some of our items are made from environmentally certified materials. After a discussion, we concluded that using informers is the best solution for this task, and we will add them to our website very soon. Summing up, widgets-informers allow us to communicate with our website visitors quickly and effectively”.