Case Study • Accessories
1-to-1 Personalization Platform Reduces Bounce Rate 17% For ART64
Problem
Decent traffic from marketing campaigns bouncing from websiteSolution
Increase ROI with 1-to-1 recommendations and hesitant customer detectionResults
ART64
On one hand ART64 is an association of successful artists offing workshops in jewelry design, customization, maintenance and production, but the other hand is firmly in charge of a thriving accessories retail website.Their product line up spans a wide rage of tastes for both men and women and offers plenty of customization options like engraving a loved one’s name on a ring for example.So when ART64 decided to begin using personalized recommendations on their website it was quite a natural fit and increased conversions soon followed.
Problem
Decent traffic from marketing campaigns bouncing from website
Before using onsite personalized marketing ART64 held used membership programs and paid ads on Facebook, Google and Instagram to attract shoppers. Traffic was good but the overall cost of the combined marketing campaigns was too high and the majority of the traffic (62.67%) was bouncing before achieving the goal.
Hesitant customers need to be nurtured
Too much choice can be overwhelming, especially in the accessories niche where there are so many little items to view. And even when shoppers do make a choice and add to cart, most transactions end with and abandoned cart (around 75% for the average e-commerce retail site).
Solution
Personalization with 1-to-1 promotions and recommendations
The solution a high bounce rate and hesitant customers is to identify exit intent before it happens and and provide product recommendations and promotions that encourage shoppers to complete their purchase.
Well-timed personalized popup promotions
Upon landing on the ART64 site, the Rosetta AI Personalization Platform begins analyzing user behavior and attribute preferences. It uses these profiles to create personalized pop-ups that provide 1-to-1 deals based on product attributes that are known to appeal to individual shoppers. Returning VIP customers also have their transactional history aggregated into their profile.
Promotional pop-ups can be arranged on an page of the ART64 site. When a shopper with a preference profile appears intent to exit, the popup with a personalized promotion appears.
These well-timed, 1-to-1 personalized promotions convert at a much higher rate than randomly-timed, rules-based recommendations based on general customer segments.
When a customer’s preferred attributes are known, a promotion can be tailored especially for that customer and the probability of catching the shopper’s interest often out-weighs the desire to exit the website.
Customized recommendations increase AOV
The Rosetta AI service analyzes consumer preferences and onsite behavior using deep learning technologies. The AI evaluates the context of the experience and provides in-page carousel recommendation boxes which convert especially well on the Product Detail Page.
The rise in average order value from the recommender box on their PDP resulted in quick gains during the ART64 14-day trial period and since subscribing to the Rosetta AI service the good results have kept coming.
Results
While on the Rosetta AI Platform, ART64 saw a bounce rate reduction of 17% (from 62.67% to 45.45%)thanks to hesitant customer detection and personalized recommendations. The increased ROAS was a result of nurturing their VIP customers and encouraging them to spend more. Their in average order value rose from $62 to $93 which translated into a increased overall revenue.