E-Commerce

Avon

Transforming users’ online experience with product samples

Key Results

9.3% of all revenue came from sessions with a product sample interaction

432% conversion rate uplift for sessions involving a product sample interaction vs all customer sessions

8.8% average order value (AOV) uplift

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If you have ever bought from an Avon representative, you will know one of the best things about the experience is that you can get your hands on free product samples.

For Avon, the benefit of doing this is that they can get their product in front of people and start a conversation about purchasing.

However, the website was not offering the same experience that Avon customers have come to know and expect – there were no product samples!

An opportunity arose for the digital team at Avon to take responsibility for thousands of samples that would have otherwise been thrown away. They asked us to help them to design an experience which would bring their online and offline customers closer together.

Right so what did we do?

Well first we needed to understand the online appetite for product samples. We ran a poll on the website asking customers whether it was something that interested them and what offer would be most attractive, e.g. 3 for £1.

An appetite was indeed established at which point we pulled together a complete user journey flow which would:

  1. 1. Bring attention to product samples
  2. 2. Motivate users to buy product samples

This included a home page banner, a specialist samples PLP section, basket upselling and a homepage for returning users (i.e. did you like your sample?).

We then built this journey through an AB testing tool. This meant we could evaluate the results without using up the client’s development resource. This not only saved time but also enabled greater flexibility.

Six weeks later…

We conducted in-depth data analysis to establish the performance of the campaign, to understand what the uptake of sample had been across the website, and what contribution it had made to Avon. 

What we unveiled was amazing and we presented our findings to the UK and Global team. 

Our work demonstrated a very clear appetite for product samples online. 

These powerful results justified further investment from Avon into exploring how product samples could change their online experience.

Key Results

30% conversion rate on the samples shop PLP page alone

432% conversion rate uplift for sessions involving a samples interaction vs all customer sessions

8.8% average order value uplift

9.3% of all revenue came from sessions with a samples interaction

User Conversion have a wide breathe of skills from analytics to research to optimisation to strategy. a one stop shop! I recommend using them, but don’t steal my “A team”!

Sarah Collett

Digital Director

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
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
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
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
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
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
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
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
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager