Biscuiteers
Personalising the delivery experience for Biscuiteers users
Key Results
9.8%increase in add to bag
5.1% increase in baseline conversion rate
Better understanding of how many users have an occasion at different date ranges
Depending on when they were looking at gifting, users were having very different delivery anxieties. For example, if an occasion was in the next few days, users’ concerns were “will it get there in time?”. On the other hand, if the occasion was three weeks away, users’ concerns were “will it arrive on the day or before? Can you guarantee that? Should I therefore order it now?”.
There was very little pre-purchase data about when different groups of users wanted their item by – was the occasion in 2 days? 2 weeks? 2 months? After a series of user research led us to this insight, alongside of the Biscuiteers team, we understood that a “catch all solution” wasn’t going to ease the anxieties of users enough.
So what did we do?
We gave the user the ability to select when their occasion was. This enabled us to provide, in return, very specific delivery information. The ‘when’s your occasion?’ feature sat on the product detail page across all devices.
We were able to band users into groups e.g. <2 days, 2 – 7 days, 7 – 14 days etc. When a user had selected a date, we set a cookie to later identify and answer questions like “did they convert in that session?” or “did they convert in a different session and – if so – was that through the help of remarketing or other means?” etc
And what was the result?
The data enabled us to understand what percentage of users selected what range of delivery date and their respective conversion rate within that session. We captured this data to use as reminders and to personalise returning user journeys. The immediate impact on add to bag was significant with a 9.8% increase in sessional add to bags which impacted the baseline conversion rate by 5.1%.
Key Results
9.8%increase in add to bag
5.1%increase in conversion rate
“ I like the holistic approach User Conversion take to their work. Analytics informs research, which in turn informs testing. Their thorough approach to analytics in particular has given us a huge amount insight for the business.
Lauren Juster
Sales and Marketing Director
Working with User Conversion forces us to be more proactive
The amount of detail and thoroughness they went into was spectacular
The team are great. Couldn’t do it without them.
Really impressive and wouldn’t hesitate to recommend them.
Accelerated our optimisation efforts by a factor of 50.
The return we saw from one experiment alone was phenomenal
8.7% improvement in conversion rate attributed directly to their work
They always have our customers at the heart of all they do
Working with User Conversion forces us to be more proactive
The amount of detail and thoroughness they went into was spectacular
The team are great. Couldn’t do it without them.
Really impressive and wouldn’t hesitate to recommend them.
Accelerated our optimisation efforts by a factor of 50.
The return we saw from one experiment alone was phenomenal
8.7% improvement in conversion rate attributed directly to their work
They always have our customers at the heart of all they do
Generated over £150k in lost revenue for us in just 90 days.
I like the holistic approach User Conversion take to their work.
The structure really works. It brings together a variety of skill sets focused on a particular client
A 22% uplift in conversion rate within the first 6 months
We’re now testing to help prioritise work and reduce risk
They have been instrumental in our personalisation strategy
They didn’t talk about a generic approach, but one that was personalised to our audience
Paid for themselves in the first month, three times over.
Generated over £150k in lost revenue for us in just 90 days.
I like the holistic approach User Conversion take to their work.
The structure really works. It brings together a variety of skill sets focused on a particular client
A 22% uplift in conversion rate within the first 6 months
We’re now testing to help prioritise work and reduce risk
They have been instrumental in our personalisation strategy
They didn’t talk about a generic approach, but one that was personalised to our audience
Paid for themselves in the first month, three times over.