Retail, Ecommerce

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

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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%.

The engagement with the “when’s your occasion?” feature was also high – at over 20% of all PDP visits.

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

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