Case Study: Novica boosts conversions and revenue with BrandLock

Novica removes browser injected ads to reduce cart abandonment and improve conversions

Novica, an online retailer, faced a challenge with browser-injected ads that were disrupting the luxury shopper journey and leading to cart abandonment. These ads, which were difficult for users to identify as third-party content, were luring customers away from the site before they could complete their purchases. Novica partnered with the vendor BrandLock to measure the impact of these ads and implement a solution using their BrandLock Shield product.

BrandLock implemented a pay-for-performance model, setting up a 12-month A/B test to measure the impact of disabling browser-injected ads. The solution involved adding a single line of code to split traffic, with a protected group using BrandLock Shield. The results were significant, leading to an 8.9% increase in conversion rate, a 5.8% increase in revenue per session, and a 3.5% decrease in cart abandonment, making the solution self-funding for Novica.

Novica

Charles Hachtmann

Co-founder and Chief Technology Officer