Cosmetics
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.
The next step is to begin a personalisation programme of experimentation, evaluating the impact this new knowledge can have on the conversion rate.
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
David LeeLead Product Owner
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager