Personalised Experiences to All Users
The opportunity here became very clear. And our hypothesis was born:
If we serve a more personalised experience onsite by promoting the same brand that each user had previously interacted with on the homepage carousel, then we should see an increase in the number of transactions related to these product categories because we know that users have a strong brand affinity and priming them with their specific brand will help them move on in their journey.
To create a more personalised homepage, we replaced the homepage carousel images with brand-specific images of the three top-performing brands on the site (Castelli, Specialized, Assos). With the GA Audience targeting feature in Optimize 360, we were able to serve these bespoke experiences to the appropriate subsets of users. We created three distinct audiences in GA of users who had previously interacted with, or purchased from, these three brands and used them as targeting rules in Optimize.
For example, if a user had previously interacted with or purchased from the Specialized brand, when they returned to the homepage, they would see only Specialized items in the carousel.
Personalising the homepage proved to be very successful. All three treatments outperformed the original, with a 90%+ probability to beat the baseline.
From click through rates on the carousel, to product detail views, add to cart and transactions of the respective brands, we saw a significant uplift. Overall, we saw a 32% increase in eCommerce conversion rates across the three experiments, as well as a 28% increase in revenue.
The image below shows the average improvement of variants compared to the original across the three experiments.
Improvement of Personalised Variation Compared to Original
We treat Conversion Rate Optimisation as an iterative process, that never ends. We are pushing boundaries to continuously understand the end user and present them with more personalised experiences onsite to help them achieve their goals.
For Sigma Sports, we are looking to further enhance their user experience by using GA as data source to drive optimisation and personalisation with Google Optimize 360.