- RETAIL SEGMENT: Wellness & Beauty
- PRODUCT: Engage™
- CHALLENGE: Clarisonic wanted to maximize revenue per session by optimizing home page content tiles for different customer segments.
- RESULTS: Using RichRelevance Engage, Clarisonic achieved the following performance on its home page content tiles:*
- 20% increase in clickthrough rate (CTR)
- 24% increase in revenue per session
- 35% increase in overall clicks
* Comparing performance from October 2014 against October 2015.
“The fact that I can keep testing content and justify why I’m showing it is amazing! I’m confident that these data-driven decisions are helping to move visitors efficiently through the purchase funnel.” Casey Davidson Director of Ecommerce and Digital Marketing , Clarisonic.
Clarisonic’s mission is to beautifully transform skin through its award-winning devices, which cleanse skin six times better than hands. Hand-assembled at its Redmond, Washington headquarters, the devices are distributed through prestige retailers, dermatologists, cosmetic surgeons, spas and online at Clarisonic.com. Clarisonic is part of the L’Oreal Group.
As Director of Ecommerce and Digital Marketing for Clarisonic, Casey Davidson is in charge of managing customer website experiences to achieve the directto-consumer revenue goals for the business. In addition to optimizing traffic, conversion and revenue, the Clarisonic.com team manages all content, paid media channels, affiliates, search engine optimization and search engine marketing as well as retargeting, email and loyalty programs.
For Davidson, engaging and educating the new user is a critical objective for the website. When new visitors have their first experience with the brand on the website, she wants the site to represent the “knowledge hub of the brand” so they can learn everything—from which Clarisonic device is right for them to what skin care products and brush heads pair best with their chosen device.
Old way: multiple messages meet multiple needs
Prior to working with RichRelevance, Davidson’s team used a carousel approach for their website homepage. A rotating carousel of three to four content tiles cycled through the home page, switching to one static tile during sale periods.
Davidson considered this method to be standard but outdated. “Promoting multiple messages regardless of behavior, and hoping one sticks, was not ideal. We gained no insight into the segmentation of our customer database—who’s coming, what they’re interested in,” said Davidson.
While the approach satisfied internal stakeholders who wanted frequent home page updates and wanted to ensure that a variety of messages for different products were seen, the issue remained: It was impossible to determine which messages resonated with visitors.
Personally, Davidson felt that it could be hard for visitors to digest any message moving through a carousel, let alone decide where to click. With no analytics or data to back up the message choices being made, she knew it was time for a change.
“We spend a lot of money to drive folks to the website and my job is to make sure they convert with the highest revenue per session,” said Davidson.
New way: content and context motivate visitors through the purchase funnel
Having learned about RichRelevance through existing partnerships with sister brands at L’Oreal, Davidson decided to use the Engage™ solution to segment audiences, and test and optimize content tiles against key metrics—clickthrough rate and revenue per session.
“Everyone will always have an opinion, but our job is to move from opinions to data-based decisions that show what customers are gravitating toward,” said Davidson. “Clickthrough rate may be a function of creative; revenue per session may be function of the right message and content. A lot of times we don’t know, and that’s why it’s critical to always be testing.”
RichRelevance Engage maps individual shopper behavior against advanced targeting and audience segmentation tools so that marketers can deliver highly personalized campaigns with relevant content. Its ability to automatically target each segment, optimize the most effective creative for that segment, then pass the data back to the business to inform creative decisions for the next round of campaigns saves valuable time and eliminates the need to run hundreds of manual A/B tests to get content personalization right.
Clarisonic implemented Engage in June 2015, and has seen significant success in key metrics for users that interact with its home page content tiles, such as a 20 percent increase in clickthrough rate and a 24 percent increase in revenue per session, while also seeing a 35 percent increase in overall clicks.
“Engage gave us information on what messages and creative were resonating with customers. We tested 12-15 pieces of content for each customer segment and found two that resonated very well: ‘Find your Clarisonic’, which linked visitors to an interactive skin quiz recommendation engine, and a tile with the message ‘Great Skin Starts Here,’ which highlighted our key skin care benefits to our users,” said Davidson.
With plans to continue testing current content “winners” against new content, Davidson looks forward to uncovering more learnings and insight from using Engage.
“The fact that I can keep testing content and justify why I’m showing it is amazing! I’m confident that these data-driven decisions are helping to move visitors efficiently through the purchase funnel,” she said.DOWNLOAD
- RETAIL SEGMENT: Pureplay department store
- PRODUCT: RichRelevance Engage™
- CHALLENGE: HP wanted to create a direct, personalized relationship with each customer from the moment they first use their new HP device.
- RESULTS: HP used RichRelevance Engage to create HP Jumpstart, a personalized companion app that encourages and inspires every customer with a highly relevant content experience.
- HP Jumpstart will be HP’s largest direct customer channel by the end of the year.
- The new companion app has yielded a greater than 30% increase in engagement as compared to the generic template HP used in the past.
- Quality of engagement has improved as more than onethird of customers engagement in welcome content and minutes of use has doubled since our pilot began.
HP (#20 on the Fortune 500) is one of the world’s largest computing companies, creating technology to make life better for everyone, everywhere. The company’s mission is to engineer experiences that amaze, and HP produces more devices for more customer segments than anyone else in the industry.
Since the majority of HP devices are sold through retail channel partners, HP doesn’t control the customer experience or have a direct customer connection at the point of sale. However, they do own the ‘first boot’ – that critical moment when a consumer first uses their new device – and the subsequent customer journey through usage and discovery.
Drilling into the first boot experience, HP’s research found that robust product knowledge and software are major contributors to satisfaction, but pre-installed software and wizards are too generic to meet consumer needs. The company also found that the more customers spend time and explore, the happier they are with the new device and more likely to recommend to others:
- 90% of customers want to do more with their PC
- 70-80% of user satisfaction is generated at first boot
- 44-47% dissatisfied with pre-installed software experience Software drives 50% of top 10 customer wants in next device.
Armed with these findings, HP looked to reinvent its approach to the first boot experience and beyond. Instead of treating every customer in the same way, HP wanted to provide a personalized experience to inspire, engage and assist customers in getting the most possible from their new device.
HP set strong criteria: the personalization strategy would need to scale to millions of customers without losing relevance; it needed to seamlessly integrate with HP’s existing and future product marketing assets; and it should automatically optimize in real time as new data and content entered the system.
HP turned to RichRelevance Engage to create HP Jumpstart, a trusted personal companion app that delivers a fully personalized content experience. Using advanced AI, the app engages new and returning customers with dynamic content that shows exactly why their particular product is spectacular. HP Jumpstart points to the accessories, software and services needed to meet an individual’s goals and anticipates evolving demands over time.
How It Works
Beginning at first boot, HP Jumpstart takes users through a series of nine dynamic screens and up to 30 content tiles that connect them with the most relevant information based on what they want to achieve with their new device.
Using advanced AI, every screen and every flow is personalized in real time from thousands of potential messages and differs by customer, segment and geography – presenting the most relevant experience from millions of possibilities. When the customer returns to the app, additional screens and suggestions are available based on up-to-the-moment goals, preferences & behavior.
For example, a U.S. customer buying a premium laptop may be immediately enticed to “Watch Netflix anywhere with a 360-degree hinge” or “Charge your phone from your laptop even when it’s powered down” – essential features that HP had no way to communicate in the past. Alternatively, for a hardcore gamer with a new desktop, HP Jumpstart can take on a totally different complexion with the personality, look and feel of what the HP gaming brand is all about.
Behind the scenes, Engage leverages nearly 300 contextual data attributes received by the Jumpstart app to power a dynamic, personalized content experience based on what is most germane to each customer segment. Advanced machine learning and AI maps individual customer behavior against advanced targeting and audience segmentation tools to display the right content within each screen – as well as determine the correct screens and flow.
Each HP Jumpstart experience is continuously – and automatically – optimized with advanced machine learning that eliminates manual A/B tests. All content is served directly from HP’s Content Management System, allowing HP to use every asset while relying on Engage to scientifically optimize customer response.
“We want to tell the customer why their HP product is awesome – and make sure they are getting everything they need out of their purchase. Engage takes on the heavy lifting of determining when, where and how to get these messages to the customer in way that is helpful, not obnoxious. We provide the content options, and RichRelevance takes on the task of figuring out the right message and time to captivate the customer.” – Aron Tremble, Sr. Director of Software Experience & Products – Personal Systems, HP Inc.
Within six months of launching the Jumpstart companion app, HP has rapidly expanded Jumpstart to millions customers worldwide, and expects this to be the company’s largest direct customer channel by the end of the year. The new companion app has yielded greater than 30% increase in engagement as compared to the generic template HP used in the past And HP continues to record measurable boots in customer volume and quality of engagement, including significant increases in minutes of use each month and average monthly CTR.
HP continues to take advantage of new opportunities to use Engage to accumulate customer insights while delivering a personalized relationship the across the customer lifecycle. Ultimately HP plans to use personalized content to improve all aspects of its business: from awareness of devices, accessories and services through contextual help and predictive support for established users.DOWNLOAD
Working with the largest retailers in the world, RichRelevance understands the importance of knowing your customers’ experience is stellar and their data is safeguarded. We have invested years of effort to ensure the highest levels of privacy, security and response times.
When shopping, the Search box conveys the notion of simplicity, yet it is one of the most complex and intelligent features on a site. Due to this misconception, it is frequently abused and misused. Often, shoppers enter queries that are too detailed or too vague, resulting in the common ‘no results’ error message, simply because they truly do not understand how complex a search engine’s processes are. Commerce Search is the card catalog to everything a brand or retailer has to offer, and if it isn’t, it should be. However, many search engines do not consider the aspects of Search, nor do they have the ability to overcome the complex challenges of Search.