GANNI is a Danish contemporary luxury fashion brand renowned for its ready-to-wear collections, including clothing, shoes, and accessories.   

Founded in 2000 and known for its effortless Scandi-cool aesthetic, the brand has evolved into a global name, offering a fresh and vibrant take on modern women’s fashion. With a focus on responsible practices, GANNI is committed to positively impacting the planet, aligning with sustainability initiatives such as using organic and recycled materials. Ganni sells its collections online to customers worldwide, including Europe, North America, Asia, and Australia, making its mark in over 40 countries. 

At the heart of GANNI’s business is a community focused on changing a broken fashion system. Led by Ditte and Nicolaj Reffstrup, the brand uses responsible practices as a force of positive change for style, people, and planet. 

GANNI has been creating bold, expressive, and responsibly-minded products for radical optimists everywhere. More than just a fashion brand, Thay embrace innovation for responsible progress, integrating creative approaches into every aspect of its business, from products to brand identity.

What does experimentation bring to GANNI? 

Identifying itself as a ‘progressive luxury’ brand, experimentation plays a crucial role in how GANNIi’s market position, being customer-centric and defining their brand identity.

While they benchmark and look at other luxury brands, they use experimentation to make better decisions on their brand. It allows them to understand how users behave online, how they engage, how they interact and how they see GANNI. Monika Tamics,  Director of Digital Product, explains “We are looking for what customers are struggling with. We identify these, come up with a solution, test it and enhance the online shopping experience by making it easier to find and purchase products, and provide a smoother, more enjoyable shopping journey for greater satisfaction.”

They use AB Tasty to power their experimentation program, successfully running tests that consistently boost conversions and AOV, improve site functionality, and make decisions based on data. By iterating on key features like search, checkout, and more, GANNI continues to improve their site. 

Monika goes on to say: “AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”

“AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”

Monika Tamics, Ganni Director of Digital Product

Driving brand identity through continuous experimentation

GANNI prioritizes the customer in their testing process by identifying pain points in the user journey and implementing solutions to enhance the online experience. To ensure these tests are effective from a business perspective, GANNI’s team evaluates the entire customer funnel, from the initial interaction to the final checkout. This comprehensive approach has revealed key insights.

By focusing on these incremental changes, GANNI’s experimentation strategy not only improves site performance, but also deepens customer engagement, encouraging browsing and product discovery. With AB Tasty empowering them to scale their experimentation program, Ganni is able to continuously test, learn, and optimize their digital experience. Each change brings deeper insights into their identity, helping to define who Ganni is as a brand.

Testing and learning: the search bar

GANNI conducted a large-scale analysis of their website to identify low-hanging opportunities that could make a big impact. One area they quickly observed was the high number of users searching for specific products, a behavior commonly seen across fashion brands. Site search is a powerful tool, often driving higher conversion rates. In fact, studies show users are nearly 40% more likely to convert than those who don’t use it​. GANNI’s challenge with their search bar was that it wasn’t prominent enough. 

They found that visitors who used their original search function experienced a significant drop in conversion rates. To address this, they focused on making the search bar more visible and user-friendly. They implemented several tests, including adding a border around the search bar, increasing the visibility of the magnifying glass icon, and testing different variations such as a longer search bar with a text hint. 

From these simple yet impactful tests, GANNI achieved a 7.5% increase in conversion rates and a massive 21.9% uplift in users engaging with the mobile search function. 

Another example of incremental learning, GANNI’s test-and-learn mindset allowed them to experiment with changes that significantly improve their user’s customer journey. By optimizing the search experience, GANNIi made it easier for customers to find products they love, driving higher engagement.

Ganni’s checkout challenge

The checkout process presented another key opportunity for GANNI’s experimentation team. Initially, users were required to enter their email address before accessing the checkout page – a step that caused a drop-off in the funnel. GANNI hypothesized that this barrier led customers to assume guest checkout wasn’t an option, prompting cart abandonment. 

Not all tests are winning tests and GANNI’s experimentation on the checkout page is a good example of this. During the first round of tests, designed to clarify the availability of guest checkout, gave inconclusive results. Undeterred by the initial results, GANNI’s experimentation program continued testing. 

They refined their approach, focusing on simplifying the checkout flow by combining the email entry and information input into one step. The team’s determination paid off, generating an impressive uplift in conversions.

Although it was frustrating when the first round of tests didn’t deliver the expected results, GANNI’s Senior Digital Project Manager, Anders Skaarup, notes how they “provided some kind of insights toward the overall purchase funnel or discovery funnel for the user.” By testing barriers in the user journey, GANNI not only improved conversion rates but also deepened their understanding of how small changes can have a significant impact on customer behavior and these learnings led to them adding more and more improvements on the checkout page.

Small changes, big impact

The checkout process or search function can make or break a customer’s decision to complete their purchase. GANNI’s experience is a testament to the power of iterative testing. By identifying key drop-off points and continuously refining their approach, the team is able to remove friction points and unlock valuable insights into user behavior. Not only does this improve CRO and minimize potential revenue loss, but AB Tasty also improves the brand’s overall digital experience. GANNI isn’t reliant on gut feelings or abstract concepts when it comes to experimentation – the team tests, learns and makes data-driven decisions that shape their brand identity. 

A better site for a better customer experience

GANNI wants to speak to their customer group – and the more they can understand them, the better the user’s digital experience. By fostering collaboration across departments, they ensure that all teams are aligned with customer-centric goals. 

As Anders Skaarup, Senior Digital Product Manager states, “This is the way that decisions can be made together – based on data that allows us to become an elevated brand. It also means that we can share insights and help prevent loss – it isn’t simply about gaining more – but being able to capitalize on what is there. At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”

“At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”

Anders Skaarup, Ganni Senior Digital Product Manager

Brand identity

By continuously testing and learning, they gain real-time insights into customer preferences, allowing them to quickly adapt and deliver a digital experience that resonates deeply with their audience.

With AB Tasty, GANNI may gain insights into what drives revenue and user conversion, enabling faster implementation of new designs, but the real benefit is how it informs who they are as a brand and how this relates to their customers. 

This unified approach to experimentation, continuous learning, small iterations and identifying areas to improve helps to build a customer experience that GANNI’s audience love and strengthens their market position.

The post How GANNI Styles Brand Identity Through Experimentation appeared first on abtasty.

What is Online Merchandising?

Online merchandising is the art of strategically organizing, showcasing, and promoting products on your e-commerce site to maximize engagement and conversions. Think of it as combining the precision of data analytics with the creativity of visual storytelling. Whether it’s through well-optimized product pages, eye-catching images, or personalized recommendations, the goal is the same: making shopping intuitive and enjoyable. 

The Rise of Mobile-First Merchandising 

Mobile is king in e-commerce. Have you ever noticed that smartphones seem to be glued to our hands? You’re not alone. According to Statista, over 54% of global website traffic now comes from mobile devices. For e-commerce, this means a mobile-first approach is non-negotiable.

How to master mobile merchandising:

1. Responsive Design: Online shopping is no longer linear. You have to ensure that your site is responsive across devices for a smoother shopping experience. This means making sure your design is responsive on desktop, mobile, and tablets. 
2. More speed = more spending: According to Deloitte, a mere 0.1s change in loading time can improve the customer journey and improve conversion rates. It’s time to start minimizing code, optimizing images, and reducing redirects to speed up your mobile performance. 
3. Streamlined Filters: Simplify searches with easy-to-use filters that don’t feel overwhelming on a smaller screen. 
4. Mobile-Friendly CTAs and Buttons: On desktops, consumers click. On mobile, visitors tap with their fingers. A CTA (or any button) that’s too small can lead visitors to click on the wrong icon and derail their user journey. The CTA should be an optimal size (around 44×44 pixels) to avoid frustration. 
5. Make your words worth it: With the constraints of a smaller screen, you may need to adapt your copy. Something as simple as changing your CTA button from “Contact Customer Service” to “Contact Us” can have a big impact.

Pro Tip: Dive further into mobile-first merchandising with our Smartphone Survival Guide to see how mobile impacts consumer behavior and how you can optimize your user experience to boost conversions.

Merchandising During Sales Periods

Sales periods like Black Friday, Cyber Monday, Singles Day, Valentine’s Day, or other seasonal events are more than just discounts galore – they’re an opportunity to drive traffic to your website, clear inventory, and welcome new visitors. 

How to maximize impact during sales

• Curate Themed Landing Pages: Think “Gifts Under $25” or “Holiday Must-Haves.” Tailored pages simplify the shopping journey and give customers exactly what they’re looking for while saving them time browsing. 
• Urgency Tactics: Phrases like “Limited Stock” or “24-Hour Sale” pressure visitors to buy quicker by creating a sense of FOMO (fear of missing out).
• Bundle Deals: Push more products in your inventory by highlighting bundles. Grouping products into bundles with a “frequently bought together” algorithm increases the average order value while offering perceived savings.

These strategies not only boost sales but also make your customers feel like they’ve struck gold on your website by finding just what they’re looking for.

The Power of Personalized Product Recommendations

Ever added a pair of shoes to your cart and instantly been tempted by a matching belt? That’s cross-selling at work. Personalized recommendations, when done right, are like having a helpful salesperson who’s available 24/7 to help you find what you need. So, how do you implement recommendations? 

Implementing Recommendations:

• Use AI to Analyze Behavior: With experience optimization platforms like AB Tasty, you can implement personalized recommendations by using their AI-powered recommendation engine to predict and personalize what visitors might like based on past activity. 
• Offer Related Products: When visitors start browsing different products, you can show complementary items to help your customers have the most complete purchase. Selling skincare? Why not recommend helpful products to help your visitors “complete their nighttime routine.”
• Personalize Email Follow-ups: Abandoned carts? Send a friendly nudge with personalized email recommendations to remind your customers what’s waiting in their basket.

Want to see the results of recommendations in action? Check out Alltricks’s success story where they saw a +5% in average order value or Jacadi earning +13% more revenue per user with AB Tasty’s recommendations and merchandising solution.

Optimizing Product Pages for Search Engines

Your product pages are like magnets for customers – if they’re SEO-optimized. According to AB Tasty’s E-commerce Consumer Trends Report, nearly half of online experiences begin with a search engine. By improving your SEO and therefore visibility, you’ll make it easier for shoppers to find you. 

Must-Have SEO Features: 

1. Targeted Keywords: The more details – the better. It’s always best to use longer, search-friendly terms like “women’s waterproof hiking boots” rather than generic ones like “boots.” 
2. Enticing Meta Descriptions: In addition to a descriptive title, the meta description is your one opportunity to communicate key information about your product with a short, clickable summary to draw in potential buyers.
3. Alt text for images: Not only does alt text help you meet accessibility standards, but it also improves your chances of showing up in Google Image results.
4. Detailed Product Descriptions: write descriptions that are informative and keyword-rich while avoiding keyword stuffing.

Leveraging Customer Reviews and Returns Data

Did you know that the majority of consumers read reviews before buying? In fact, Gen Z considers reviews to be the most important thing to consider before making a purchase (source). Reviews help build trust and provide social proof which helps undecided shoppers feel more confident in their purchases.

Ways to Leverage Reviews:

• Spotlight success stories: We all love a zero-to-hero story! Highlight top-rated reviews directly on product pages to give confidence to your potential buyers.
• Encourage feedback: Be proactive in building reviews for your e-commerce site by sending a post-purchase email asking for reviews (bonus tip: offer a small discount or loyalty points as an incentive).
• Feature photos: Take your reviews a step further by encouraging your buyers to upload user-generated images of your products in real life to help build trust.

Turn returns into opportunities

Returns aren’t the end of the world, they’re learning opportunities. Analyze return trends to identify products, flaws, sizing issues, or misleading descriptions. Then, tweak your strategy accordingly to reduce future returns. 

Conclusion:

Online merchandising is where creativity meets strategy. By embracing mobile-first designs, leveraging AI, optimizing for SEO, and personalizing the shopping experience, you can turn casual browsers into loyal customers. In today’s competitive e-commerce world, standing out isn’t optional – it’s essential. 

With these best practices, you’re not just selling products, you’re creating an experience worth remembering.

FAQs: Online Merchandising

1. What is online merchandising, and why is it important?

Online merchandising is the process of strategically presenting products on your website to boost sales and engagement. It’s vital because it directly impacts the customer experience and your bottom line.

2. How does mobile-first design impact online merchandising?

A mobile-friendly site ensures a seamless experience for the majority of shoppers, who browse and buy via smartphones. This boosts conversions and reduces bounce rates.

3. How can I optimize my product pages for better visibility?

Use targeted keywords, detailed descriptions, high-quality images, and SEO-friendly meta tags to improve both search rankings and user engagement.

4. Why are customer reviews crucial for online sales?

Reviews provide social proof, build trust, and influence purchasing decisions. Highlighting reviews can significantly boost conversions.

5. What tools can help with AI-driven merchandising? 

Platforms like AB Tasty offer advanced AI features to personalize recommendations and enhance the overall online shopping experience.

The post Online Merchandising: Mastering Best Practices appeared first on abtasty.

Since 1968, Figaret has been a symbol of timeless French elegance, crafting premium shirts and apparel that stand the test of time. But as shopping trends shifted online, this brand knew it was time to innovate. That’s why Figaret embraced AB Tasty’s personalization tools to revolutionize their online shopping experience—and the results speak for themselves.

With personalized product recommendations placed in all the right spots, Figaret made it easier than ever for shoppers to discover their next favorite piece.

On product pages, customers see suggestions tailored to their tastes, and after adding items to their cart, they’re tempted by similar products and top sellers. The result? A seamless, personalized shopping journey (and more sales!) that keeps customers coming back for more.

Ready to see what personalization can do for your business? Take inspiration from Figaret’s success story and start transforming your sales today.

The post Explore how Figaret’s personalization strategy boosts overall brand sales appeared first on abtasty.

To capture consumers’ attention, brands need to focus their attention on crafting unique user experiences to deliver 1:1 personalization based on data.

One of the most important focal points to convert visitors into customers and build customer loyalty is 1:1 personalization. More and more customers feel less motivated to complete a transaction when they’re online shopping if their experience is impersonal. Let’s take a look at some data from Forbes:

• 80% of consumers are more likely to complete an online purchase with brands that offer personalized customer experiences.
• 72% of consumers explain that they only interact with personalized messaging.
• 66% of consumers share that coming across content that isn’t personalized would deter them from purchasing.

Customers want personalization. Think about when you walk into a physical store and an employee really listens to your needs, helps you find exactly what you’re looking for, or goes above and beyond your expectations to help you. That is exactly what customers want in the digital marketplace.

A unique, digital one-to-one personalization experience strategy gives companies the potential to customize messages, offers, and other experiences to each website visitor based on data collected about each user.

Digital one-to-one personalization starts with concrete data. Are you leveraging data to better serve and convert your visitors?

To help you answer “yes” to this question, we’ll take a deeper look at:

• What is 1:1 personalization?
• What data helps you know your customers better?
• How to find data?
• How to leverage the data you find 
• What messages should you personalize?
• Examples of one-to-one personalization

What is one-to-one personalization in marketing?

Delivering a unique (or one-to-one) experience to each online consumer is a technique known as one-to-one personalization in marketing.

By mastering the technique of 1:1 personalization, brands can deliver an exceptional level of customer service by providing personalized messages, product recommendations, offers, and specialized content at the right time based on the user’s needs and expectations.

This type of unique user experience is only made possible thanks to the availability of extensive customer data. If you don’t get to know your customers based on their interactions with your brand and user behavior, you’re missing an opportunity to meet your customers’ expectations.

One goal of personalization is to create a “wow” effect. This means you should be making the customer think, “wow, they really know me.” The more information that a company knows about a certain customer, the more personalized the user experience will be.

Without extensive, personalized data, one-to-one personalization isn’t achievable.

What data to collect to improve your customer experience with personalization?

On a wider scale, it’s important to understand the location of your customer, their demographic information (age, gender, education level), purchasing habits, and website browsing information. However, in the hypercompetitive world of personalization, this surface-level data is not enough.

Brands need to move beyond knowing who the customer is and understand how the customer behaves.

Knowing that your customer is a recent college graduate who lives in New York City and spends a lot of time making Pinterest boards will not be enough information to create a strong buyer persona to achieve a unique and pleasant user experience.

Enhancing your customer’s profile will require you to collect relevant data about how your customer interacts with your brand on all channels, what motivates them to purchase, and what makes them tick on top of knowing who they are.

More specifically, robust personalized data will help you better understand:

• Location and demographics
• Interests and hobbies
• Shopping and purchasing habits
• Device and channel frequency
• Where and how they prefer to shop and purchase
• Satisfaction level
• Likes and dislikes

All of this information will allow you to create a sophisticated customer profile. Understanding their motivations, preferences, and expectations helps you characterize users into intricate market segmentations to give them the best possible experience imaginable.

Ideally, the customer will have a positive experience and feel unique based on the information derived from the robust data collection.

How do you find user data?

Extensive data can be found and refined by cross-indexing information stored on separate databases.

For example, you can harvest personalized data from a customer’s interactions with your business by analyzing and storing comments on social media sites, ratings on review sites, mobile app usage vs. desktop usage, customer service interactions, download requests, and more.

How to leverage one-to-one personalization with personalized data

As you can see, personalization cannot exist without data. To achieve one-to-one personalization on your digital channels, your brand must have the ability to transform the collected data into action.

After monitoring and gathering rich data on your customer’s interactions, history, and behavior on your site, it’s time to convert this personalized data into a refined customer buyer persona to serve your customers better.

By segmenting your profiles, you will be able to better understand your customer’s preferences and pain points, which will help you craft these personalized messages and display them at the right time.

How to personalize interactions with customers:

Once you have substantial personalized data collected about your visitors, you can determine the best way to interact with them. There is a fine line between being helpful by displaying personalized messages and being invasive.

The difference in these two feelings will depend on the amount of prior engagement that the customer has with you. For example, a customer who is subscribed to every newsletter has a company discount card and frequently completes transactions on your website will expect you to know their preferences fairly well, like a regular coming into a coffee shop. On the other hand, a first-time visitor will not expect you to know much about them, but they will expect to be welcomed.

The best way to understand how to serve your customers is by asking yourself how you would want to be interacted with at their level of engagement with your brand. What would make you feel welcomed and what would make you feel overwhelmed or uneasy?

What messages should you personalize?

The possibilities for personalized messages can stretch as far as your mind (or your software capabilities) will allow.

Think about personalization in a broad sense. Let’s say a company wants to put its logo onto personalized gifts for its employees. The company’s logo can be put onto t-shirts, pens, stickers, coffee mugs, phone cases, backpacks, sunglasses, golf balls, holiday baskets– the possibilities are nearly endless. The same goes for personalized messages for your own customers.

In marketing communication, some of the most common outlets for 1:1 personalization are:

• Product recommendations
• Emails (subject lines and content)
• Intro and exit banners
• Pop-up messages
• Conversational marketing (chat boxes)
• Offers and discounts
• Language
• Landing pages
• Pricing
• Greetings

To attract and retain your customer’s attention in a market filled with saturated messages, your brand should focus on personalization as much as possible and in as many channels as you can.

What platform to use for one-to-one personalization in marketing?

The journey to a seamless one-to-one personalization, or one-to-one marketing, experience for your customers starts with sophisticated and intuitive software to help transform your ideas into reality.

AB Tasty is the complete platform for experimentation and personalization equipped with the tools you need to create a richer digital experience for your customers — fast. With embedded AI and automation, this platform can help you achieve omnichannel personalization and revolutionize your brand and product experiences.

What is omnichannel personalization?

In marketing, employing one-to-one personalization across multiple channels, platforms, and touchpoints is commonly referred to as omnichannel personalization.

Customers crave personalization wherever they are – on a mobile device, desktop, social media platform, mobile app, or email. When customers receive a personalized experience, they expect this standard of communication across all channels or platforms that they are interacting with.

Achieving omnichannel personalization requires a seamless flow of customer data from one platform or channel to the next. By gathering information on user preferences, behavior, and interests from all virtual touchpoints, your customer’s profile strengthens.

By receiving this consistent level of personalization across all channels, consumers will be inclined to purchase more and to purchase again from the same brand that made them feel seen and heard.

What are the advantages of omnichannel personalization?

1. Higher conversion rates
2. Increased average order value (AOV)
3. Reduced cart abandonment
4. Improved brand value and customer loyalty
5. Higher customer lifetime value
6. Delivering messages at the right time and place

8 Examples of 1-1 Personalization strategies from retail brands

1. ASOS’s Social Connection

Online retailer ASOS prides itself on offering both new and existing customers a range of personalized discounts and deals, which vary depending on if:

• It’s a new customer 
• It’s a returning customer that’s demonstrated a particular interest (e.g. shoes)
• A regular customer (who could then be offered premium next-day delivery, for example)

But how does ASOS get this information? One method they might use is encouraging customers to log in to the site using social media platforms, which would allow ASOS to access further details such as age, gender, and location—which can then be used to tailor even more personalized messages.

Why it works: The ability to use a social platform for account creation makes the process simple for shoppers, while giving ASOS more insight into what deals or promotions would be of the most interest to them.

2. Nordstrom Remembers Your Size

Nordstrom gave its online shopping cart a simple yet effective personal touch: remembering returning customers’ clothing sizes. This may not seem like a massive approach to deliver a personal experience, but it creates a more seamless checkout for the user and brings them one step closer to the purchase. It’s a rather clever move from Nordstrom that hasn’t gone unnoticed.

Why it works: Remembering the customers’ preferred size (based on previous purchases) instantly shows the brand’s attentiveness while making checkout even more simple.

3. Clarins personalization and gamification

Before the booming holiday season, Clarins, a multinational cosmetics company, saw an 89% increase in their conversion rate and a 145% increase in the add-to-basket metric by implementing 1:1 personalization and gamification with AB Tasty.

On Single’s Day, a few weeks before Black Friday, Clarins saw a perfect opportunity to experiment and learn culture by implementing a “Wheel of Fortune” concept in certain countries. The gamification gifts were personalized according to each country’s local culture. Any visitor arriving at their website would play the digital game, spin the wheel, and receive a gift automatically in their inbox. This ease of automatic implementation was a great user experience, especially for mobile visitors.

Read the full story here: How Clarins Uses AB Tasty for Personalization and Retention

4. Amazon’s ‘Recommended For You’ Approach

Amazon is no stranger to personalization marketing. In fact, it could be argued they were the first major e-commerce retailer to really put personalization into action. The company has become known for its product recommendation emails and personalized homepages for logged-in customers. Using their own algorithm, A9, Amazon goes above and beyond to first understand customers’ buying habits and then deliver an experience that’s been deliberately designed for relevance. 

Why it works: Customers feel valued and understood by the retailer when seeing emails and recommended “picks” that are tailored to their interests. Consistency also plays a part in Amazon’s approach, as they continue to deliver an even more granular personalized approach for customers.

5. Nike and Their Customized Approach

Nike always goes the extra mile to personalize the shopping experience, as we’ve seen with their SNKRs app that allows premium (loyalty, Nike+ shoppers) access to a large catalog of products that they can then customize. It’s the perfect way to cement customer loyalty by offering them the unique opportunity to tailor items to their exact liking.

Why it works: By giving customers a certain degree of autonomy with design, Nike is giving customers the freedom to express their individuality, even while the company continues to produce the same style of shoe around the world. Despite being a huge brand, Nike has created a great loyalty program that engages customers and stokes their excitement about buying Nike products.

6. Net-A-Porter’s Personalized Touch

Luxury online retailer Net-A-Porter has adopted the ‘recommended for you’ approach but with a unique twist to appeal to its high-end customers who want a more premium service when they shop. The company gives away freebie products to customers based on previous purchases, adding a personal touch to an otherwise standard online shopping experience. This is not unlike Amazon’s recommended emails, except Net-A-Porter customers receive a physical product — and who doesn’t like a gift!

Why it works: These gifts show the appreciation Net-A-Porter has for its customers and help to bring the luxury shopping experience online.

7. Coca-Cola’s Name Campaign

In 2011, Coca-Cola launched its Share a Coke campaign in Australia, printing thousands of names on their diet and original soft drinks. This simple yet effective campaign made sales skyrocket, supporting the notion that consumers engage with brands that address them by their first name (albeit in a rather broad sense!) Personalized bottles became all the rage, with people trying to find their own names along with those of their friends and family members. The campaign was globally recognized and started the ball rolling for other brands such as Marmite, which also saw great success with a naming campaign.

Why it works: Is it the simple notion of vanity that makes these name campaigns so popular? Consumers love to see their own names on popular products, making them almost ‘gimmicky’ with a collectible edge that makes people feel special!

8. Target’s Guest ID

The US retail giant Target decided to up its personalized campaign game by assigning each customer a guest identification number on their first interaction with the brand. Target then used the data to obtain customer details like buying behavior and even job history! Target used personalized data to understand the consumer habits of its customers and to create a view of their individual lifestyles. Target focused particularly on customers who also had a baby registry with them and even used their marketing data to make ‘pregnancy predictability scores’ for customers who were browsing particular items!

Why it works: Arguably, delivering a personalized experience for every customer visiting a physical store is a tough job for any retailer. By assigning a ‘guest ID’, Target was able to understand buying behaviors and patterns from their customers in-store and use the information to make suggestions on products they may be interested in.

Everyone wins with one-to-one personalization

The data you collect equally benefits your brand and your customers. By understanding what your customers are looking for, you save them time by providing them with informed recommendations, personalized messages, and unique experiences to solve their pain points.

Without proper data collection or genuine segmentation, it’s nearly impossible to provide users with a 1:1 personalized experience. Loyal customers want to feel like their brand really knows them and what they’re looking for. Achieve one-to-one personalized experiences by correctly analyzing and leveraging personalized data. If you’re looking to serve your customers, increase sales, and build brand loyalty at the same time, you’ve found your blueprint with personalization.

The post What is One-to-One Personalization in Marketing? (With 8 Examples) appeared first on abtasty.

By integrating intelligent e-merchandising, Balibaris successfully automated time-consuming tasks, allowing their digital team to focus on more strategic initiatives. The result? A significant boost in conversion rates and a more streamlined, customer-centric shopping experience.

AB Tasty’s solution allowed Balibaris to showcase key products, curate visually appealing assortments, and promote seasonal items—all tailored to each visitor’s preferences. This not only improved the relevance of the product offerings but also enhanced the overall brand image, making it easier for customers to find exactly what they’re looking for.

Discover how AB Tasty helped Balibaris transform its e-commerce platform into a dynamic, responsive shopping environment that drives business growth.

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Facing increasing competition and a growing product catalog, Le Slip Français recognized the need for more effective on-site personalization. By integrating AB Tasty’s AI-driven product recommendations at critical touchpoints throughout the customer journey, the brand successfully increased revenue by an impressive €181,000.

Visitors who engaged with these personalized recommendations spent, on average, nine times more than those who did not. Additionally, targeted pop-ups implemented by AB Tasty played a significant role in enhancing conversion rates, generating an additional €20,000 in just two months.

AB Tasty’s innovative, cookie-free technology not only ensures a seamless and personalized shopping experience but also guarantees compliance with evolving privacy regulations. If you’re looking to optimize your online strategy and achieve similar success, discover how AB Tasty can transform your e-commerce business.

The post Le Slip Français Boosts Online Sales with AB Tasty  appeared first on abtasty.

CHALLENGE

The team at La Redoute was eager to change up the way they optimized the website. They wanted to find ways to improve engagement through optimization, especially on mobile. 

They turned to EmotionsAI by AB Tasty to help deliver the most individualized experience possible for visitors to their site. 

Using AI-powered segmentation to build better experiments, they started to let the psychology behind their customers’ decisions help shape their optimization.

RESULTS

After implementing EmotionsAI and creating new emotions-based audience segments,
La Redoute saw a significant impact on their engagement rates. The enhanced customer experience led to a 4% increase in revenue per visitor as well as a 3% increased conversion rate.

TAKEAWAYS

Since using EmotionsAI, La Redoute has tripled the success rate of their A/B tests, completely changing their approach to optimization. 

The post La Redoute triples A/B test success rate with EmotionsAI appeared first on abtasty.

Watch AB Tasty and Mitch Hussey, Product Manager at Bonobos on how to use cross-functional experimentation to improve your digital experience.

In this webinar, you’ll learn:

• How to prioritize and roadmap experiments that will have the biggest impact on your customer experience.
• How to define roles and responsibilities for a cross-functional team so that everyone is aligned on goals and expectations.
• How to measure the impact of experiments on the customer experience, revenue, and product functionality.

You’ll also get a behind-the-scenes look at three real-world experiments that Bonobos has run, and learn how to apply these insights to your own business.

This webinar is for you if you’re interested in:

• Improving your digital experience
• Learning how to use experimentation to drive results
• Getting insights from a leading retailer

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The Social Proof Hypothesis

“Social proof is one of the most useful tools of persuasion a brand can employ. Used well it can enrich the customer experience and help customers make an informed decision based on what others are doing” explains Beth Hodge, Head of Optimisation at Conversio. “Working together with Hunter Boots and AB Tasty we wanted to measure whether social proof can improve the experience for Hunter customers and ultimately drive incremental value. Importantly we also had to consider how to serve a message that aligned with the Hunter brand and how it should be applied to different geographic segments considering Hunter Boot’s broad international customer base”

 To do this Conversio defined a strategy to test and measure AB Tasty’s social proof capabilities and individually measure the impact on UK and US customers. Conversio’s detailed data-first approach wanted to establish which messaging and metrics most resonate with the customer, which pages and locations social proof has the highest impact and the optimum thresholds that define exposure. “It’s critical that when launching social proof you optimize all the elements of the experience to maximize your results, it’s about the continuous refinement of the experience” adds Beth.

About Conversio

Conversio is a leading independent optimization and analytics agency, headquartered in London and partners with AB Tasty. They are down-to-earth e-commerce experts who use data, insight, and continuous experimentation to sustainably grow your business

IMPLEMENTATION

After an initial proof of concept and refining the experience with optimized messaging and positioning social proof demonstrated a +9% conversion rate improvement for the UK site and +6 for the US site.

“What was clear from our analysis of those customers exposed to social proof was that we needed to apply specific tactics and design by market to maximize the value of this feature, for example, it was clear that product view data had a bigger impact on US customers than it did in the UK” explained Beth.

Hunter Boots now had a solid foundation on which to grow and expand their use of social proof.

As part of Conversio’s approach to further refining the customer experience of social proof they worked closely with the AB Tasty team to make use of the social proof API. This gave Hunter Boots greater flexibility about where and when to serve these messages to their customers. This included intelligently rotating two different social proof metrics on the product pages vs. a single message which had shown the initial promising results. This further improved on the conversion uplift already seen by 2% in the UK and 1% in the US.

Next Steps – Building on the success

“We are pleased to see the addition of social proof resonating so well with our customers, we have worked with Conversio to ensure the messaging feels on-brand while still highlighting product popularity. This is especially impactful for the rollout of new footwear product categories like commando boots and sandals as customers are less knowledgeable on these products. Social proof really helps us drive newness, and supports conversion rate across our well-known rubber boots. We are excited to see where we can optimse this experience going forward”

 Bryony Longden – Head of eCommerce Operations

Conversio already has plans in place to trial social proof badging on the product list pages as well as using it in the post-add-to-bag experience. Providing extensive experience and end-to-end conversion expertise, applying pre-eminent data analysis, insight and testing methodology to the optimization of e-commerce businesses by means of continuous improvements to their website performance and efficiency.

TAKEAWAYS

The implementation of social proof on Hunter Boots’ website proved to be a successful tactic, resulting in a significant increase in conversion rates for both the UK and US sites. A data-first approach and optimization strategy allowed for the refinement of the social proof experience, tailoring it to specific markets and product categories. It provided Hunter Boots with greater flexibility and opportunities for further optimization.

This success serves as an example of how social proof can be a valuable tool for brands to enrich the customer experience and drive incremental value.

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CHALLENGE

Peek & Cloppenburg knows a customer’s experience doesn’t end when they leave the store, it continues with them online. To provide a seamless online experience for customers and improve site performance, the team turns to consistent testing of site architecture and usability.

This commitment to experience optimization led to a focus on improving search. They decided to talk to Epoq, an AB Tasty solution, about implementing intelligent search. With functions such as error tolerance and faceted navigation, Epoq was perfect for testing the impact of AI-powered search on sales KPIs.

IMPLEMENTATION

Once integrated into the existing Peek & Cloppenburg website, Epoq’s intelligent search solution was trained on a knowledge base of current product data, industry knowledge and customer purchasing behavior.

Epoq’s AI search algorithm then used this information to help customers find what they are looking for and nudge them toward conversion.

Additionally, features such as error-tolerant search, product sorting and landing page forwarding were incorporated to provide more accurate results.

RESULTS

To determine success, the impact of the implementation on post-search sales KPIs was measured over a four-month period and compared to the same period from the previous year.

Looking at orders placed after a customer used the search function, the average order value increased by 10% and the number of orders increased by 29%. The percentage of total sales coming from search also increased by 10%.

Epoq’s intelligent search function had a positive effect on the performance of the online store. Additionally, the team was able to cut down on costly administrative time.

TAKEAWAYS

Following a successful integration, Peek & Cloppenburg will continue to expand site functionality with additional intelligent search and recommendation features including targeted banners displayed throughout the site.

The team also looks forward to finding opportunities to incorporate more personalization into other phases of the customer journey.

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