Avon
There was limited knowledge (and agreement!) about the personas driving Avon’s online sales.
Key Results
Greater understanding of online user behaviour and shopping behaviour
Validated insights from quantitative and qualitative sources
Alignment between acquisition and conversion activities
Because there was little understanding around how different users were shopping online, Avon didn’t know whether their website was fit-for-purpose which was, in turn, preventing them from personalising the user experience.
So how did we help?
We took a two pronged approach:
- Gathering qualitative insights from a survey designed to unveil different persona types
- Reviewing web data in Google Analytics to identify and verify customer segments
After analysing the results of the survey and analysing users’ web behaviour, we found parallel insights which helped us to identify meaningful persona groups focused primarily on browsing behaviors and patterns, as well as product groups.
What does this mean for Avon?
By providing insight into how their users behave online, our work has helped Avon to build a greater understanding of the personas driving their online sales. They have been able to use this insight across other trading activities, including PPC and email campaigns, for more targeted digital acquisition.
Key Results
Greater understanding of online user behaviour and shopping behaviour
Alignment between acquisition and conversion activities
“ The team ooze with passion, and they combine their very obvious love for their jobs with data and a good business understanding to reach sensible outcomes and insight led suggestions.
Jodie MacCann
Senior Digital Experience Manager

Working with User Conversion gives us objectivity and forces us to be more proactive

£5m+ modelled optimisation revenue contribution in less than 12 months

The return we saw from one experiment alone was phenomenal

The amount of detail and thoroughness they went into was spectacular

Quick to turnaround both anything from small AB test and developments to significant data research and insight

They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through

User Conversion integrated with the team quickly and drove incremental value straight out of the gate

Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible

Working with User Conversion gives us objectivity and forces us to be more proactive

£5m+ modelled optimisation revenue contribution in less than 12 months

The return we saw from one experiment alone was phenomenal

The amount of detail and thoroughness they went into was spectacular

Quick to turnaround both anything from small AB test and developments to significant data research and insight

They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through

User Conversion integrated with the team quickly and drove incremental value straight out of the gate

Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible

Methodical in your approach and very detailed whilst drawing on experience from other businesses

8.7% overall commercial impact on revenue

They employ a workshop approach to coach and empower our internal teams

Generated over £150k in lost revenue for us in just 90 days.

If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.

The structure really works. It brings together a variety of skill sets focused on a particular client

22% uplift in conversion rate within the first 6 months

With the help of User Conversion, we’ve adopted a testing mentality internally

Methodical in your approach and very detailed whilst drawing on experience from other businesses

8.7% overall commercial impact on revenue

They employ a workshop approach to coach and empower our internal teams

Generated over £150k in lost revenue for us in just 90 days.

If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.

The structure really works. It brings together a variety of skill sets focused on a particular client

22% uplift in conversion rate within the first 6 months

With the help of User Conversion, we’ve adopted a testing mentality internally