Upmarket fashion brand Jack Wills is hailing the implementation of a new online personalisation strategy for generating double-digit increases in conversions for new website users.
Through Monetate’s segment-based personalisation and testing platform, Monetate Test & Segment, Jack Wills has made a number of changes to its online store, including personalised rules for displaying products and ‘sticky filter’ functionality, providing customers with a better, more engaging user experience.
It is claimed that the solution enables the clothing retailer to show new customers product category pages with ‘bestseller’ products, in contrast to existing customers who are shown the latest ‘new arrivals’ on the same category pages, as testing has proven that this group is more interested in discovering new products.
Segmenting the online shopping journey in this way has delivered a 12%conversion increase for new customers and as well as an 8% increase in add-to-basket, the company insists.
Jack Wills managing director of digital Mark Wright said: “It’s really important for us to provide customers with what they want, when they want it, and our online channels provide us with more opportunities to deliver personalised experiences to users.
“Monetate has given us the insight we needed to test, target, and personalise the customer experience across a multitude of variables, improving the customer experience for our visitors, and driving our online revenues.
As part of the changes, Jack Wills was also keen to improve user engagement on its product category pages. Wright continued: “Previous research had shown that users who engage with filters are already two times more likely to purchase, and if they do, will spend 15% more. So it was really important that we got this part of the online experience right.”
The solution was the implementation of “sticky” left hand navigation filters that remain visible as the customer scrolls down the category page. Wright added: “A user might search for a dress in a particular colour, style or pattern for example. By keeping the filters visible as you scroll the page, it encourages users to engage with further searches until they find the perfect dress they’ve been looking for, rather than abandoning the page completely.”
Monetate continues to support Jack Wills in delivering personalised customer experiences to its customers and the next phase of development will focus on search filters that improve engagement on mobile devices. With users typically spending 12% more on mobile than desktop, the firm predicts these changes will achieve amplified results.
The Monetate solution is also being extended to Jack Wills’ international websites, which are expanding with the recent addition of a new site for customers in Hong Kong.
Monetate also works for Boden, Waitrose, National Geographic, Charles Tyrwhitt and North Face.