Upsellit and Moen: Turning Real-Time Behavioural Data into Ecommerce Growth

The Challenge

Moen needed to improve conversion and revenue efficiency across its ecommerce journey, but doing so required moving beyond static promotional tactics and generic site-wide approaches. The challenge was to identify the specific decision points within the funnel where intervention could make a meaningful difference, and to deliver personalised experiences at those moments without relying on fixed assumptions about shopper behaviour.

The Strategy

Upsellit analysed behavioural signals across pre-cart and active cart stages to identify high-impact decision points within the funnel. These insights directly informed where and how engagements should be delivered, with SKU-level rules used to ensure that incentives, product recommendations, and promotional messaging were matched to shopper intent and product context rather than applied uniformly. Continuous A/B testing was built into the approach from the outset, giving the team a structured mechanism for refining the strategy based on performance data throughout the partnership.

The Work

Personalised incentives were calibrated to margin and brand standards, ensuring that conversion improvement did not come at the expense of profitability or brand integrity. Product recommendations were driven by real-time behavioural signals rather than pre-set rules, and subscription promotion messaging was tested and refined based on live performance insights. Structured performance reporting gave the Moen and Upsellit teams shared visibility into results, with optimisation decisions made on the basis of data rather than assumption.

Results

The partnership delivered a 5.8% conversion lift, a 6.2% customer acquisition lift, and a 5.1% revenue lift, establishing a scalable optimisation foundation that continues to support Moen's ecommerce strategy.

The Judges' Verdict

Judges recognised the discipline and sophistication of the data-driven approach in this entry, praising the use of real-time behavioural signals, sequential testing, and SKU-level personalisation as a well-constructed and clearly executed strategy. The focus on protecting margin and brand integrity alongside conversion improvement was noted as a mark of a mature and commercially grounded partnership. A solid and well-evidenced submission.

"A highly disciplined, data-led strategy that effectively leverages real-time behavioural signals, sequential testing, and SKU-level personalisation to drive measurable ecommerce gains."