Boden, the upmarket online and mail order group, whose new chief executive Jill Easterbrook only started on Monday, is already hailing the adoption of a new personalisation platform for a near 20% increase in conversion rates for mobile shoppers.
With mobile dominating UK website traffic, Boden was keen to improve its mobile experience, having seen through data analysis that it was not obviously clear that swiping showed more images and colour options.
It started tested a “swipe for more” prompt on top of the main image on the mobile site and from initial results, tweaked the message, this time using Monetate’s Dynamic Testing service. Within a week, 99% of the traffic was being sent to the trial, resulting in an 18% increase in add-to-basket rate.
Launched last month, Monetate’s Dynamic Testing assesses campaign performance in real-time, determining targeted experiences are performing best. Traffic is then dynamically allocated to the winning variant, enabling retailers to maximise ROI at a much earlier stage.
“The way in which people shop on our sites has changed as new devices are introduced and there is a greater shift to mobile,” said Hayley Lingard, web optimisation executive at Boden. “We are focusing on optimising their experience regardless of the device they are using and personalising it based on their language as well as their browse or purchase history.
“With real-time analytics the technology allows us to spot any anomalies almost instantly. We can also see real-time trends, make predictions, and feedback the most accurate, relevant and up-to-date data to the business.”
Boden also added product page recommendations through Monetate, recommending relevant products after a visitor had added an item to their online bag.
For the UK, Boden saw a 7% increase in ‘average order value’ (AOV) when recommending girls’ accessories if a visitor added a girls’ product to their basket. “By integrating our CRM data, we have been able to track specific customer segments, which gives us a greater insight in how we need to target and personalise towards these visitors,” said Lingard.
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