Jack Wills says that it has improved the performance of its UK online store by deploying Monetate’s Test & Segment platform. This has enabled the British fashion and lifestyle brand to make a number of changes, including personalised rules for displaying products and ‘sticky filter’ functionality.
The solution enables it to show new customers product category pages with ‘bestseller’ products, in contrast to existing customers who are shown the latest ‘new arrivals’ on the same category pages, as testing has proven that this group is more interested in discovering new products. This has delivered a 12% conversion increase for new customers as well as an 8% increase in add-to-basket.
“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,” says Mark Wright, Managing Director Digital at Jack Wills. “Monetate has given us the insight we needed to test, target, and personalise the customer experience across a multitude of variables, improving the customer experience for our visitors, and driving our online revenues.”
Jack Wills was also keen to improve user engagement on its product category pages. Wright adds: “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.”
The next phase of the project will focus on search filters that improve engagement on mobile devices. The Monetate solution is also being extended to Jack Wills’ international websites.