How We Increased US Park Pass Profitability by 32.34% in 4 Months
About US Park Pass
US Park Pass, offering the "America the Beautiful" National Park Pass and other outdoor products, faced a low-profit margin issue with their main product, making scaling difficult. The goal was to increase the sale of high-margin complementary products to improve cash flow and profitability.
The Challenge
US Park Pass had a low profit margin problem with their main product, the Park Pass. To grow their business further, they needed to increase their profit margins and strengthen the cash flow. Without this, the cost of acquisition and operations would become too high and scaling would be impossible.
In addition to their hero product, the Park Pass, they also offered a variety of products that appealed to outdoor enthusiasts. These products had a higher profit margin compared to the Park Pass. The ultimate goal of US Park Pass was to increase the sales of these non-pass products, which would lead to higher overall profits.
Customer Insights
Our strategies for US Park Pass were driven by in-depth analysis of customer behavior and preferences. Key insights included:
Bundle Preference: Customers favored buying items in bundles to meet their complete outdoor needs.
Gifting Motivation: Many purchases were made as gifts, encouraging us to introduce gift-related upsells like envelopes.
Park Loyalty: Customers showed strong emotional ties to specific parks, driving demand for park-specific products.
Sustainability Focus: There was a clear preference for eco-friendly, sustainable products, which influenced our recommendations.
The Solution
1. Frequently Bought Together
To increase the average order value (AOV), we introduced a Frequently Bought Together feature. This was applied to non-Park Pass products, driving traffic from email campaigns or while customers explored other products on the website. By displaying complementary products—such as water bottles, park guides, and other outdoor gear—alongside these items, customers were encouraged to bundle their purchases. This strategy aligned with customer needs for outdoor adventures, effectively boosting the total order value and overall profitability.
2. Complementary Product Recommendations
To further enhance the customer experience and increase AOV, we introduced personalized product recommendations. These recommendations displayed complementary items such as eco-friendly camping gear, park-themed apparel, hiking accessories, and portable outdoor tools. By presenting products that aligned with the customer’s interests in outdoor activities, we increased the likelihood of additional purchases. The recommendations were tailored based on the customer’s browsing behavior, ensuring relevance and improving overall cart value.
3. Park-Specific Products
To cater to customers looking for items related to specific national parks, we introduced park-specific product recommendations. These were tailored to each park the customer was exploring, offering products such as customized park guides, apparel featuring park designs, and unique memorabilia tied to that particular location. This strategy not only increased AOV but also helped nurture long-term customer engagement by offering personalized and relevant products that resonated with their outdoor experiences.
4. Cart Drawer Improvement
Key improvements of the cart drawer:
Free Shipping Threshold: Added a free shipping threshold for orders over $100, which works especially well with the 2nd point
Cross-Sells in Cart Drawer: Added cross-sells of complementary products
Park Pass Gift Envelope Add-On: Included an easy-to-select add-on for adding a gift envelope for the Park Passes.
Reduced the CTA numbers to one: Making it bold and increasing the conversion rate.
Trust Badges: Placed trust badges below the CTA, increasing credibility and conversion rates.
5. Checkout Upsells
To further drive average order value (AOV), we implemented checkout upsells. As customers reached the final stages of their purchase, we presented them with relevant product suggestions, like park-themed accessories, camping essentials, or park pass gift envelopes. These offers were strategically placed during the checkout process, providing customers with a seamless opportunity to add complementary items to their order without interrupting their purchasing flow. This approach effectively boosted the final cart value and contributed to an increase in overall profitability.
6. Post-purchase Upsells
To further boost the average order value (AOV) and profitability, we implemented post-purchase upsells. This allowed customers to seamlessly add more high-margin products to their order after completing the initial purchase. We applied tailored upsell funnels for both the hero product (Park Pass) and other outdoor items. Multiple product combinations were tested to find the most effective upsell offers.
The Results
Following our optimization strategies, US Park Pass experienced a 32.34% increase in gross profit margin per order. This improvement significantly enhanced their overall profitability, providing a stronger foundation for future growth.
Client Feedback
“Teodor and his team are exceptional at going in there and finding what needs to be fixed. We set goals in terms of what we wanted to see in a certain timeframe, and they exceeded those goals well before the deadline. If your business is ready to grow and you don’t have the time to do everything, bring on Seven Ecom. They’re a great team. I have no regrets and look forward to continuing our work together.”
— James Nichols, Co-founder at US Park Pass
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