This document discusses how web personalization can boost business performance. It recommends testing different page elements, like product images or price displays, to optimize user experience and conversions. Testing small changes can increase engagement, sales, and acquire new customers. The author provides an example of how their company Belstaff used testing and personalization to improve mobile experiences, highlight deals, and increase email signups. They plan future tests to localize content and match online and offline customer profiles. Personalization helps keep up with changing user needs and sidesteps long development cycles.

1. How to Use Web
Personalization to
Boost Your Bottom
Line
Liz Lynch
Harry Hurst
Alison Conway
Copyright
2013
Demandware,
Inc.
All
other
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11
2014
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2. 2
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4. How to use web
personalization to boost
your bottom line

5. Harry Hurst
Director of Partnerships, Qubit
Alison Conway
Global Ecommerce Director, Belstaff

6. There are many levers for boosting your bottom line
6
1. Conversion rate
2. Average order value
3. Customer engagement and loyalty
4. Cost of sale

7. 7
Website behavior will impact over $12 trillion of commerce
Ecommerce
Commerce
(ex. ecommerce)
$2.5 trillion
$20.9 trillion
50% influenced
by digital
Instore conversion are 78% (13% higher)
when digital device is involved
84% of shoppers used a digital device
before a recent store trip
(Deloitte, 2014)
(Deloitte, 2014)
@qubitgroup

8. Today’s consumers have high expectations
Facebook
@qubitgroup

9. Today’s consumers have high expectations
Facebook Google
@qubitgroup

10. Today’s consumers have high expectations
Facebook Google Apple
@qubitgroup

11. Engaging consumers is hard work
97%
of visitors walk away from your site
and never purchase
(Qubit, 2013)
@QubitGroup

12. Engaging consumers is hard work
70-80%
of shoppers leave with things in their basket
at some point during their lifecycle
(The power of personalisation; Qubit, 2013)
@QubitGroup

13. “In the next decade customer
experience will be more
important than profitability”
BBC, 2014
@qubitgroup

14. Out of 1,100
digital ecommerce professionals
94%
think personalisation is critical to success
Econsultancy Report, 2014
@qubitgroup

15. We believe in data driven optimization
15
Use data to generate
hypothesis and identify target:
e.g. visit 2, basket $40
A/B
test solution
Positive result.
Test goes ‘always on’
for continued uplift
@qubitgroup

16. Introducing the maturity curve
CR
Site wide tests
@qubitgroup
Optimised web
and marketing
Progression of optimisation strategy
apps
Segmented
personalisation
360
personalisation

17. Site-wide psychological nudges
@qubitgroup

18. Combining widgets to target by location
@qubitgroup

19. Beginning to target: international visitors
@qubitgroup

20. More advanced targeting: visitor history over 6 months
@qubitgroup

21. Building complex scenarios to target VIPs
@qubitgroup

22. Explore your data so
that you can test
with confidence
and create
meaningful
personalisations
In summary
• Personalization is key to capitalizing on $12 trillion of
ecommerce revenue
• Visitor data is essential to inform your testing and
optimization strategy
• It is important to start testing now
• Choose a vendor that allows you to scale your tests
and personalizations quickly
@qubitgroup

23. How to use web
personalization to boost
your bottom line
Harry Hurst
Director of Partnerships, Qubit

24. 24
Alison Conway
Global Ecommerce Director, Belstaff

25. We face a number of challenges online
• Long development cycles
• Being able to stay agile with our marketing campaigns
• A growing number of mobile users to optimize for
• Changes to our site that require testing and validation
• Providing an engaging customer experience

26. We use optimization and personalization to achieve key objectives
• Creating an engaging experience
• Optimizing the user experience to increase conversions
• Sidestepping our development cycle to remain agile
• Generating new relationships with users to grow into
long-term customers

27. 27
Improving the product page to increase engagement
Bringing photo thumbnails to the front resulted in a
3.3% uplift in conversions

28. 28
Creating size tiles on mobile to optimize UX
Changing the drop
down to a size tile is
creating a better mobile
user experience

29. 29
Changing how prices are displayed on category pages
Encouraging users to
hover over the individual
products to find out the
price will increase
overall engagement
on the site and increase
click throughs.

30. 30
Highlighting last delivery dates
Leading up to the
holiday season, the last
date people could order
to receive their items
was clearly visible

31. 31
Encouraging new users to join our mailing lists
Layered on top of our
site to increase sign ups
and drive long-term
engagement
Email sign up layers have
led to an average 19.3%
uplift in conversion rate

32. 32
Targeting users with their nearest store
If users were in a city
with a Belstaff store, a
layer was shown
informing them of their
nearest store.

33. 33
Special offers for VIP customers
Offering engaged visitors who had never converted a free gift
with their first purchase increased new customer acquisition

34. Future plans

35. 35
Future plans
• Localizing size information
on PDP size dropdown
• Matching offline VIP
treatment online

36. 36
More future plans
• Highlight stock availability
on product landing pages
• Personalize landing page
based on gender

37. Thank you

38. Qubit is now integrated into the Demandware marketplace
@qubitgroup

39. If you want to find out more about using
Qubit for your site, or your clients’ sites,
please contact:
harry@qubitproducts.com

40. Please submit your questions via the chat box
in the lower left portion of your screen
We welcome your feedback! Watch for a
survey page once the webinar has ended.
Reach out with any additional questions after
the webinar:
Demandware: info@demandware.com
Qubit: