Hotel Chocolat
Identifying and addressing gifting anxieties
Key Results
6.5%conversion rate increased post add to bag
We made delivery more clear and concise to alleviate any anxieties
Challenge accepted.
The gifting market can be a complicated one. With a significant segment of users sending items to their loved ones, the complexities of questions surrounding ‘delivery’ were many.
After hearing directly from users in a series of remote user testing, and undertaking a national survey on gifting (not specific to Hotel Chocolat), we validated that, indeed, delivery expectations and clarity required improvement.
As you can see here from the nationally represented survey, some of the main areas of importance surrounded ‘delivery’
In addition to that, a reservation of ‘damages’ within such a perishable product, was evident. This was an interesting behaviour as we later identified that ‘breakages’ weren’t a front of mind problem per say, but an afterthought and, if reminded that such a thing could happen, it brought the issue to front of mind.
What did we do next?
We set out to make delivery more clear and concise on product detail pages, which would in turn, set the expectations of users better – thus giving them more confidence in their purchase.
Working with the Hotel Chocolat team, we addressed anxieties around
- When the item would be delivered
- How much the item(s) would cost
- How it would be tracked and what would happen if the recipient wasn’t in
- Clarification around gifting options and messaging
Whilst all this information existed on site, and mostly at point of purchase (product detail page), it was our intention to make this both a) more prominent and b) the language more concise and persuasive.
The important bit…
The results
Interestingly, the variant didn’t impact add to bag rates to any degree of statistical significance. Our original assumption was that add to bag rates, especially for new users, would be primarily affected. However, conversion post add to bag was significantly affected, positively impacted by 6.5%.
This figure was particularly more prominent on new user segments and paid user segments, suggesting that, indeed, ‘new users’ had greater anxieties about delivery than ‘returning users’.
Key Results
6.5%increase in conversion rate post add to bag
…although a0%impact on add to bag
“ At Hotel Chocolat we work at a furious pace and expect our partners to go on this journey with us hand in hand, User Conversion are quick to turnaround both anything from small AB test and developments to significant data research and insight.
Martin Bell
Director of eCommerce
Working with User Conversion gives us objectivity and forces us to be more proactive
£5m+ modelled optimisation revenue contribution in less than 12 months
The return we saw from one experiment alone was phenomenal
The amount of detail and thoroughness they went into was spectacular
Quick to turnaround both anything from small AB test and developments to significant data research and insight
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Working with User Conversion gives us objectivity and forces us to be more proactive
£5m+ modelled optimisation revenue contribution in less than 12 months
The return we saw from one experiment alone was phenomenal
The amount of detail and thoroughness they went into was spectacular
Quick to turnaround both anything from small AB test and developments to significant data research and insight
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Methodical in your approach and very detailed whilst drawing on experience from other businesses
8.7% overall commercial impact on revenue
They employ a workshop approach to coach and empower our internal teams
Generated over £150k in lost revenue for us in just 90 days.
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
The structure really works. It brings together a variety of skill sets focused on a particular client
22% uplift in conversion rate within the first 6 months
With the help of User Conversion, we’ve adopted a testing mentality internally
Methodical in your approach and very detailed whilst drawing on experience from other businesses
8.7% overall commercial impact on revenue
They employ a workshop approach to coach and empower our internal teams
Generated over £150k in lost revenue for us in just 90 days.
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
The structure really works. It brings together a variety of skill sets focused on a particular client
22% uplift in conversion rate within the first 6 months
With the help of User Conversion, we’ve adopted a testing mentality internally