Fragrance Direct
CRO, UX and UI
Fragrance Direct are a UK-based pure-play beauty retailer who have been operating since 1993. They sell over 14,000 products across 600 big-name brands. Initially, they did their own optimisation on the experimentation platform but as is common, day-to-day business challenges got in the way. They engaged Endless Gain to be their dedicated optimisation partner, with the brief to improve their customers’ experience and generate the business more sales and profit. Endless Gain are helping Fragrance Direct do this by conducting ongoing in-depth research, creating experiments and personalised consumer experiences.
Social proof messaging helps instil trust in Fragrance Direct among customers:
Research showed that the wider market awareness of Fragrance Direct was quite low. A variety of social proof messages were successfully introduced to new customers, helping to increase user conversion rate (UCR).
These social proof experiences delivered over 8% increase in UCR.
Personalisation helps strengthen an already-strong trading period:
However, research showed that traffic volumes were low on this page (even during peak periods) despite high conversion rates, and users surveyed said they didn’t actually know what they were looking for from a gifting point of view when they arrived on this page.
Endless Gain identified users arriving on-site either looking for gifts or unsure about what to buy. These specific user segments were prompted with the question “Searching for gift?” Users who clicked on the prompt were taken to the Fragrance Finder page where they were then able to, through a series of personalised questions, engage with and find their desired gift.
Helping customers checkout faster and easily increases sales:
Multiple pieces of research highlighted the checkout funnel as one of the key priorities.
Various steps within the funnel (and the fields within them) caused considerable friction for customers. Each of these elements either singularly or combined were likely to be harming conversions.
Endless Gain redesigned multiple elements within the checkout. Through experimentation, the improvements increased user conversion rate by 2%.
The Results:
• Experimentation has delivered an ROI in excess of 17:1 (2019/2020)
• Revenue up 21% (2020 vs 2019)
• Transactions up 20% (2020 vs 2019)
• This personalised strategy delivered a 10% increase in user conversion rate during their peak periods
Learn how Endless Gain and Dynamic Yield use experimentation and personalisation to help moss.co.uk create better shopping experiences and inc...
Learn how Endless Gain and Kibo Personalization (previously Monetate) helped Hotter.com create enjoyable customer experiences and increase use...
