Luxury Fashion

Flannels

Personalising brands based on affinity to the user

Key Results

5%increase in conversion post engagement

Logo

Promoting popular brands on category pages to encourage users to find product

We discovered users are more encouraged, have a general better performance, convert better and have a higher propensity to spend more when we take them through a branded journey. The idea, therefore, was to provide quick brand links on PLPs. The logic was to show top five brands that have the most items by default (current page already shows this in the filters from top to bottom)

So what did we do?

The brand bar was well used, but performed less in comparison to the brand filters. It felt as though the demand was there, but the content shown was inaccurate…

The fact that 7.1% of users clicked on more brands, suggested that users did not resonate with the brands shown on screen. Less users converted, reaching products and added to bag when they clicked on the brand bar, oppose to the brand filters. Our new hypothesis is that the content was not what the users wanted, and therefore although usage is up, behavioural metrics are down.

↑ 8% more users selected a brand attribute

↑ 7.1 %clicked the ‘more brands’ link

We needed to personalise the content based on affinity. We created a solution where we stored the brand in an array
Based on what the user has interacted on (this information was already available within the data layer). We output that based on frequency, adding a count.

Appending an affinity ‘score’ next to the metrics of: Brand, Category, Gender, Price

(At the time, we didn’t have the capability to personalise directly, we created a solution where we stored the brand that the user visits in an array)

By changing this content to be personalised based on an affinity towards the brand (if the user visited that brand previously, how many times, weighting that affinity), we saw an increase in engagement and conversion from that content.

By changing that content to be more specific to the user, we saw engagement and conversion increase by over 5% on the variant.

The important bit…
The results

We’ve created over 100+ experiments for Flannels. Over 20% are personalised based on brand experience and affinity. These experiments, on average, have a 17.5% increased uplift in comparison to non-personalised content or journeys

By changing that content to be more specific to the user, we saw engagement and conversion increase by over 5% on the variant

Key Results

4%even more users selected a brand attribute

5%increase in conversion post engagement

We found personalising the branded journey for our users to be the most valuable to the business. Through testing, we find that we can take a general experience, and personalise it to the user based on what brands they are actually interested in, gives us an average uplift of 17.5%

Amit Rajyaguru

Ecommerce 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
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