Due to the help of personalisation, Jack Wills says it has won more business from new customers, while basket abandonment has fallen.
They said that technology has helped with this, with its website knowing if customers have previously bought from them, then showing the customer the most relevant pages relating to them.
They found from testing that showing existing Jack Wills customers new products most appealed to them, resulting in the site showing those visitors ‘new arrivals’. Meanwhile with new customers the appeal was with bestseller products, which resulted in the site showing them ‘bestseller’ products. Segmenting the online shopping journey in this way has resulted in a 12% conversion increase for new customers and an 8% increase in add-to-basket.
Mark Wright, managing director at Jack Wills said “As a leading British clothing brand, it’s really important for us to provide customers with what they want, when they want it, and our online channels provide us with more opportunities to deliver personalised experiences to users,”
Using the Monetate Test & Segment, Jack Wills introduced the ‘sticky filter’ functionality to improve user engagement on its product category pages.
Wright continued “Previous research had shown that users who engage with filters are already two times more likely to purchase, and if they do, will spend 15% more. So it was really important that we got this part of the online experience right.
The solution was the implementation of sticky left-hand navigation filters that remain visible as the customer scrolls down the category page. “A user might search for a dress in a particular colour, style or pattern for example. By keeping the filters visible as you scroll the page, it encourages users to engage with further searches until they find the perfect dress they’ve been looking for, rather than abandoning the page completely. The results were impressive, with a 10% uplift in conversions, and a dip in bag abandonment,” said Wright.
General manager, Mike Harris at EMEA at Monetate said “Jack Wills is an example of a prominent British retailer that truly gets how important personalisation is, in an age when user experience is crucial to business success. Their results show that create engaging and immersive customer journeys have a direct impact on conversions, and ultimately revenue, and we look forward to building on these in the future.”
The next phase of development for Jack Wills will be improving engagement on mobile devices focusing on search filters. With users spending typically 12% more time on mobile than desktop, these changes are expected to amplify results.