Cyrillus gains 10% in per visit value by personalizing its reassurances Cyrillus gains 10% in per visit value by personalizing its reassurances

Cyrillus gains 10% in per visit value by personalizing its reassurances

by ,
on 14 March 2017

0
0

Cyrillus is a French ready-to-wear brand for the family that was created in 1977. I have been working with the marketing teams since 2014 to improve site performance and user experience. At the beginning of 2015, the redesign project was accepted and creation began several months later with altima°.

To guarantee ROI for the redesign, we adapted our testing methodology to favor information gathering. Some subjects were divisive among the internal teams and testing made it possible to make quick decisions (product plot, filter positions, etc.).

For example, what order tunnel structure to adopt? Should the order summary be immediately visible for the customer or should more room be given to the products? These changes present risks so we made a quick test on the former site:

A/B test on order summary placement before redesign

Placing the summary at the bottom of the page reduced per visit value by 8% across the entire tunnel and by 14% for new customers. In short, it didn’t please anyone so we quickly withdrew this idea from the redesign!

THE CHALLENGE

Several points could not be tested before production start and Caroline, the web project manager, came to us with this brief: “Further to the site’s redesign, we would like to check the impact of the new header on sales and user behavior. Can we question it without changing everything?

WHAT WE DID

The header was one of bold changes made with a modern but non-conventional structure:

2
Cyrillus header after redesign

The redesign met several of the brand’s needs in a limited space:

  • to offer user reassurance
  • to emphasize the physical boutiques
  • to have an area for advertising
  • to maintain access to the customer account

The reassurance arguments were presented in the central area of the pre-header. The size of the area was limited and so to fit the 3 arguments, an animation was created to move from one to the other. The advantage of the animation is to draw the user’s eye but then s/he must wait approximately 4 seconds to see the 3 arguments (sic, too long?).

The new advertising area was displayed for a first visit or opened to the bottom with a click on the yellow tab. Its height was important and this novel behavior was far removed from web conventions. It could come as a surprise and we asked ourselves what its impact on new users (bounce rate?) or the offer presented (ROI) might be:

3
Animation of the new header after opening the site a first time

This was a lot of information in a small area and I had several questions concerning conversion:

  • Reassurance and animation: the reassurance arguments are animated but are they very visible?
  • Reassurance arguments: are they appropriate to all customers?
  • Animation of the advertising area: what impact does this open animation have on user behavior when s/he arrives on the site? Is it bothersome? What is its impact on small devices?
  • Marketing offer: what impact does this advertising area have? Does the product sell better?

RECOMMENDATIONS

To answer all these questions, with the Cyrillus marketing teams, we prepared A/B testing with 6 combinations.

To test the impact of the advertising area, we deleted it completely. That was simple and we rapidly knew what the impact on gift cards was.

Another variation pushed the current offer in a set banner with no animation. In this situation, we measure the impact of the animation and the visibility of the gift card:

4
A variation of the test with the deletion of the animation and highlighting the product.

Simultaneously, we tested the placement of the reassurance and its handling. In this situation, it was highlighted with a red background and the animation between the arguments which was potentially bothersome, was deleted:

5
Deletion of the product, animation and reassurance highlighted

We also tested the placement of the reassurance below the browser bar which is more conventional and has the advantage, in our case, of adding value to the browser. We made 2 variations, one black:

6
Position test for the reassurance block with a black design

and a much more visible yellow one:

7
Variation on yellow to draw the user’s eye

To finish, we tested a personalized version of the last 2 variations. We did not know if the arguments presented were relevant and whether the talk should be personalized according to user type.

New users are exposed to a message that pushes a seemingly dedicated offer while former users keep the initial reassurance text. In fact, the arguments are identical in both situations only the wording changes:

8
Personalization of the reassurance arguments with this new design

 

RESULTS AND LESSONS

After 2 weeks of testing, the black personalized version stood out from the pack to reach +10% per visit value across all profiles. Without the personalization, the variation had no impact. That lesson was precious and very interesting.

Another interesting lesson, the color yellow did not have the expected effect and this variation was slightly negative overall. For new users, the optimization was only +1.8% where the black version reached +11.6%! These graphic effects had little interest here and probably on newsletters and other advertising aids.

The other combinations were slightly negative and stable over time. Gift card sales did not evolve and this zone is of little interest. As a result, I would recommend deleting it to find a better area for advertising.

CONCLUSION

This test answered numerous questions on artistic and UX choices which were made during redesign. Originality can be dangerous and this testing methodology calms ardors.

Personalization has a positive impact and the 10% increase in per visit value across the entire site is huge! It would be interesting to test other approaches. For example, is it possible to personalize advertising for certain important operations, the enrollment process, etc.?

Can you safeguard your redesign with A/B testing? Is your advertising personalized?

Cyrillus-Case-study-optimisaiton-conversion-Altima-Fauveaux-Mathieu
Case study à télécharger au format .PDF

tags:

, , , ,

to read next...

Leave a Reply

Your email address will not be published. Required fields are marked *

0
0

Cyrillus gains 10% in per visit value by personalizing its reassurances