Boden has seen its 'add-to-basket' rate rise by 18% on mobile after using personalisation to manage the online customer experience in real time.
The clothing retailer, a Top150 company in IRUK Top500
research, tried using Dynamic Testing personalisation technology from Monetate to offer shoppers an experience that better fitted the way they shopped.
“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.”
Boden introduced the change after analysing data to find that its existing mobile experience did not make it clear that shoppers would see more colours and images if they swiped the screen. “We tested adding a 'Swipe for More' prompt on top of the main image on the mobile site” said Lingard. “Learning from initial results, we tweaked the message, this time using Dynamic Testing as we were nearing our peak trading times. With the goal metric as ‘add-to-basket’, Dynamic Testing reduced the risk during a busy trading period. It was so successful that within a week, 99% of the traffic was being sent to the experiment, as the add-to-basket rate was seeing significant uplift. Overall we saw an 18% increase in add-to-basket.”
The new machine-powered technology is part of the Monetate personalisation platform and aims to help retailers reduce risk and capitalise on early gains during testing. It assesses campaign performance in real-time, determining which targeted experiences are performing best. Traffic is then dynamically allocated to the winning variant, enabling retailers to maximise ROI at a much earlier stage.
Lingard continued “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. In 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.
Mike Harris, VP EMEA at Monetate , said: “Boden has shown the wider retail community how personalisation can be executed effectively on a multinational basis. In an age where shoppers will browse and buy at any time of day, on any device, Boden has embraced a creative approach to personalising the experience for its customers. Further targeting and segmentation will help to provide an even more customised experience to new and returning visitors, to build on the already-impressive results they’ve seen.”