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 forces us to be more proactive
David LeeLead Product Owner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
I like the holistic approach User Conversion take to their work.
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
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
I like the holistic approach User Conversion take to their work.
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
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director