How National Roper’s Supply is increasing average order value for new visitors by 28.08% with personalized upsell and cross-sell

UNIQUE INSIGHT: Complexity of upsell and cross grows exponentially with the size of product catalog – to be effective, personalized upsell and cross-sell recommendations must be extremely relevant to visitor behavior during buying session.

About NRS

NRS (National Ropers Supply) is providing quality Western wear and horse track since 1989 and it is the #1 Western store in the USA.

Like many of its customers, people of NRS are working ranchers who depend on quality Western tack to get the job done every day. That is why they make sure every product they sell stands up to rigorous NRS standards. From functional and fashionable Western wear and horse tack to essential livestock and horse supplies, NRS carry the products customers need at prices they can afford.

NRS is not just a tack shop—they are a one-stop shop for all things Western.



NRS’s  ecommerce vision was to connect deeper with visitors as they came and browsed their Shopify store.

The biggest challenge for their shoppers was finding an item in a catalog with approximately 25,000 different products belonging to a wide range of product categories and sub-categories.

What if a product viewed is not exactly what a shopper was looking for? How to further engage shoppers inside the cart and checkout with relevant, inspiring product suggestions to drive upsells and cross-sells.


Obviyo Recommend was selected because of the power of its personalization engine powered by the same algorithms used on Amazon, capable of running personalized recommendations within a large catalog in real time.

Growth Bots, ready-to-go personalized recommendation content blocks were deployed cross key locations along the visitor buying journey. A special attention was paid to implementation of upsell and cross-sell modules.

During the first 10 days of using Obviyo, NRS saw a 423%+ conversion rate increase for visitors who engaged with recommendations. This showed the team customers were engaging with personalized recommendations, leading them to connect with and purchase items of interest. Across the subsequent weeks and months, the recommenders compounded results – and at the time of writing – influence over 28.5% of all sales on NRS supported by 525% growth of revenue per visit of visitors who engaged with recommended products, indicating that personalized recommendations were very effective.

Growth Marketing with Obviyo is a continuous improvement process. NRS mission moving forward will be to further tune the shopping experience for each unique buying persona, to showcase dynamically curated brands and collections.


Time period: 30 days



Without Growth Bots:
Page view rate: 2.23/visit
Average order value: $151.20


With Growth Bots:
Page view rate: 278%  (8.46/visit)
Average order value: 28.08%  ($193.65)


Complexity of upselling and cross-selling new visitors grows exponentially with the size of the product catalog.

To be effective, personalized upsell and cross-sell recommendations must be extremely relevant to visitor behavior during buying session.


With Growth Bots, this brand is driving up the average number of pages viewed during the single visit.

As a result, they’re significantly increasing average order value of visitors who are engaging with Growth Bots.

“I wanted to add more personalization to our company’s website to provide better product recommendations to my customers. I saw great results and continue to adjust to maximize the effectiveness of Obviyo.”

– Brent Allison, Vice President of Ecommerce at NRS