Retail // eCommerce

Ernest Jones

Personalising brands based on affinity to the user

Key Results

Over£50,000incremental revenue (in the testing period alone)

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Prestige watch personalised experience challenge

Users shopping for prestige watches have very different anxieties and motivators compared to users shopping in the other product categories. From user research we know that prestige watch purchases are generally handled in store, because a user likes to touch / feel the watch and have the ‘luxury’ experience that goes alongside buying a watch.

We were challenged to replicate this experience online; to drive an increase in prestige watch sales over a 4 week period and a reduction in basket abandonment.

So what did we do?

In order to help facilitate prestige watch journeys online; we undertook a full page redesign of a few key SKUs for Breitling, Omega and Tag. We specifically focussed on the following key points:

Product Imagery (making this as high quality as possible to allow the user to see the watch detail)
Product features; selling the watch to the user, combining content and imagery to create an immersive page
Watch specific anxiety messaging; speaking specifically about the ability to ‘try the watch on at home’ with the free returns service that Ernest Jones offer

The important bit…
The results

During the testing phase, we saw an increase of ~£58,000 of revenue. Whilst this achieved statistical significance, it was only across 3 brands and 15 SKUs (due to imagery / content requirements).

Overall page engagement figures were also increased, with a 9.4% increase in session level engagement with product imagery and a 5.9% reduction in bounce rate.

Overall page engagement figures were also increased, with a 9.4% increase in session level engagement with product imagery and a 5.9% reduction in bounce rate.

Key Results

Over£50,000incremental revenue (in the testing period alone)

9.4%increase in session level engagement with product imagery

3xlikelihood to convert post adding to cart

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