Jeffrey Ulrich is the founder and CEO of Chinavasion, an eCommerce web store based in China that specialises in the sale of electronics to B2B and B2C customers on a global scale. Before engaging HubSpot, Chinavasion encountered several challenges with their marketing efforts around re-engagement, retargeting and lead tracking. Striving to consistently deliver excellence to customers, Jeffrey recognised a need for a marketing automation solution that could meet these requirements and provide a simple user interface to easily integrate with Chinavasion’s existing processes. Since integrating HubSpot, Chinavasion have set up a number of successful campaigns using the HubSpot Workflows feature to re-engage and retarget customers they would previously have lost. They can now track the entire customer journey through HubSpot, and have seen this result in an amazing 12% revenue increase per day through shopping cart abandonment and incentivised email campaigns.
daily revenue increase through saved shopping carts
increase in daily revenue through re-engaged contacts
overall increase in daily revenue with HubSpot
The biggest challenge faced by Chinavasion prior to HubSpot was retargeting, where the company lost a lot of potential sales to shopping cart abandonment and an inability to re-engage customers that had become inactive. They also had a singular approach to lead generation and customer acquisition, relying almost exclusively on search engine optimisation endeavours, which were supplemented by some affiliate marketing. Jeffrey estimated that approximately 98% of their efforts were focused on search at that time, and with Google constantly changing and evolving, he knew that this was not sustainable in the long term. “We were reaching our audience purely through SEO and some affiliate marketing, but Google is always getting smarter so we knew it wasn’t possible to continue this way.”
As well as this, the company had no way of tracking the full customer journey, and so didn’t fully understand what was working well for them and what wasn’t. Chinavasion needed a tool that could help them improve their retargeting of lost opportunities through new channels outside of Google, while providing the tracking capabilities to understand where their successes and failures for each campaign came from.
With their needs identified, Jeffrey researched several marketing automation platforms, including Marketo. However, he soon realised that the all-in-one offering of HubSpot best suited the company's needs, and was impressed with the library of resources on offer. Holding an extensive background in IT, Jeffrey quickly got up to speed with the simple HubSpot user interface and was impressed by the responsive nature of his onboarding team. “The onboarding was really good; all my questions were answered fast and the onboarding manager was very helpful.”
Once Chinavasion implemented HubSpot, Jeffrey used the Workflows feature to supercharge his retargeting and re-engagement efforts. If a specific contact abandoned cart before making a purchase, they were enrolled in a workflow and received an automated follow-up email to prompt them to complete the purchase. This has become Chinavasion’s most successful campaign to date. Inactive contacts were also identified and enrolled in a workflow which sent an automated special offer email to incentivise a purchase that could reactivate these contacts. The company also use the HubSpot Ads feature to great effect across their social channels, while being able to easily integrate it with some of their existing tools.
The results of using HubSpot have been extremely impressive for Chinavasion, with the company reporting a 12% daily revenue increase overall - a phenomenal return for an eCommerce business. This has come from a 9% boost in revenue from abandoned carts every day, and a 3% daily increase from their re-engagement campaigns. They’ve also saved much time and effort in communicating across the business, with HubSpot’s CRM providing a central source of information that everyone can quickly and efficiently work from.
As for what’s next, Chinavasion are looking to further refine their retargeting and re-engagement campaigns, and also complete a clean-up of their customer database to better target prospects and leads. Jeffrey was unhesitant in his recommendation of HubSpot, stating: “I would definitely recommend HubSpot. It’s a great system and has helped us track and re-engage leads we previously would have lost.”
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