Greenline had a clear goal: sell electronic goods online and becomming the biggest in their field, while having the absolute best customer service in the market space.
So we set out to build a custom Ruby on Rails backed webshop where we could optimize every detail, we automated all processes we could and we did extensive user research, a/b testing and experimenting to arrive at the best possible customer experience.
The result: Brødrene A&O Johansen acquires Greenline for DKK 60 mil.
Building a custom webshop was key to acheiving the level of customization Greenline needed to stand out from the competition.
With almost all manual processes automated, the sales team could put all their focus on serving the individual customer.
With a focus on delivering the best customer experience, Greenline has been working closely with Black Flamingo for many years on our website to analyse and improve the entire customer journey.
Should we offer free delivery?
Should we run a 15% discount campaign on all new visitors?
Where should we place the purchase button?
These where just a few of the questions that kept comming up, and the answer was always: Let’s run a test!
Handing out a 15% discount to all new visitors showed a significant lift in conversion rate, but more so in average order size. This ultimately led to a higher profit margin.
Another experiments showed us how to collect e-mail marketing permissions from 20% of customers after checkout.
