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JUNIQE is an artist powered online marketplace for art and design products currently active in 13 European countries with a focus on the Dach region, so Germany, Austria, Switzerland and France and the Netherlands.
What are Juniqe’s personalization challenges?
I think the most crucial topic at the moment would be what we refer to as individualization at scale. Because we sell design and art products— lifestyle products essentially that also due to their pricing are in an impulse buy range—the products really need to appeal to every individual because nobody buys them out of necessity, so it might be a little bit of a harder pitch. That’s why it needs to be as relevant as it can, both on the acquisition side, user acquisition side, but also when it comes to onsite behavior and actually driving that conversion on our website.
How do you approach personalization?
We think both about banners on the site. We typically use photo shoot material, really appealing mood imagery, but also the actual products that we then on the catalog page that we showcase, specifically also their order depending on different segments of people. One very straightforward example would be, what does a first time user see as opposed to somebody who has been onto our site already?
Which Dynamic Yield capabilities do you use?
These days, and I think that’s extremely important for Juniqe overall as a business is to combine great taste and great style with data, with numbers. That’s the beauty of having Dynamic Yield implemented because now we can choose a number of banners that all fit our style that are all on brand and very nice to look at. It gives us the opportunity to on autopilot optimize that based on set behavior, on traffic sources. And now, with Dynamic Yield, without even having to involve developers, we’re a lot faster in making changes to the website.
Why did you choose Dynamic Yield?
When we decided to go with Dynamic Yield, what really convinced me were two things. First of all, it’s really like an integrated platform that offers just a variety of different mechanics and functionalities, so you can replace, and we have replaced product recommendations where we used a certain technology provider. We could also optimize landing pages. We can optimize and individualize the content shown on the page, we can show based on onsite behavior. We can show popups and notifications and for that, beforehand, we also had an individual provider. So just having that all accessible, built on one coherent data set, that was really powerful. And at the same time, the speed to market or the speed of implementation and seeing changes, thinking about them and implementing them, seeing them live very, very quickly, that was really important especially for us as a startup.
What improvements have you seen?
When it comes to the actual revenue uplift, for the tests that we’ve run, it has been seizable. It has been, I’d say on average between 15-20% to the traffic exposed. Having said that, I think on our end what we now need to do is we’re currently scratching the surface. There is so, so much to do, so many optimization segmentations you can run, just to increase the number or the amount of traffic being exposed to these experiments, to these optimizations. That’s really important so that we can get to that uplift of 15-20% across the board. I think that is something that we now really look at.
Ensuring that website visitors have relevant experiences is critical to Juniqe, a leading art retailer disrupting the European mass art market. As a brand that features thousands of products from emerging and established artists, Juniqe was keen to learn how to deliver the right combination of content, layouts and experiences for each individual customer to increase sales.
“As with any e-Commerce product, conversion rate was proving to be very crucial for us,” said Sebastian Hasebrink, Founder and Managing Director of Juniqe. “We had to get more rigorous about tracking everything that made that needle move. Being a lean engineering team, we were looking at solutions that could benefit us, preferably with a light involvement by the developers, and yet enable us to run experiments and build features in an agile fashion.”
Juniqe turned Dynamic Yield for its capability to use machine learning to automatically optimize and personalize customers’ digital experiences. With Dynamic Yield, Juniqe can recommend products, continuously test and optimize pages, and automatically push content variations that generate the most revenue.
Juniqe began by testing Dynamic Yield’s personalization features on a select audience group, with the goal of promoting product discovery and driving sales via the homepage. “When we have an idea to personalize a part of the site experience, we will typically run a test so we can compare the impact of this personalized experience versus a control group,” said Hasebrink. On average, the test group produced a 15% to 20% revenue uplift compared to the control.
Additionally, Juniqe used Dynamic Yield to rearrange the content and layout of its product detail pages, testing the assumption that having less content on the page would produce higher conversions. The optimal offering generated an 8% revenue uplift among those visiting the page.
Finally, Juniqe used Dynamic Yield to optimize its SEM campaigns, a critical customer acquisition channel. Rather than sending users to the homepage as it had in the past, the company tested different page destinations and used Dynamic Yield’s Smart Links to automatically redirect traffic to pages that generated the highest revenue post-click. By implementing Dynamic Yield’s Smart Links, the company increased revenue by 20% from its SEM campaigns.
“Being able to test anything makes people move away from personal preferences and gut feelings to a ‘We don’t know, let’s test it’ attitude,” said Hasebrink. “That’s the beauty of having Dynamic Yield, because we can choose from a number of banners that all fit our style, are on-brand and very nice to look at. It gives us the opportunity to — on autopilot — optimize that based on on-site behavior and traffic sources. Without having to involve developers, we are a lot faster in making changes to our web site.”
Before implementing Dynamic Yield, Juniqe had paid for a variety of point solutions for functions such as A/B testing, event tracking, personalization and product recommendations. Dynamic Yield offered a full suite of capabilities that anyone on Juniqe’s marketing team could use, all in one platform.
“Usually, third-party solutions either tend to be hard to customize or become challenging to anyone but developers to operate,” said Hasebrink. “What’s needed is a sweet spot where there’s enough room for customization by developers, yet friendly enough for anyone who is not technically sound to operate on his own. This is where Dynamic Yield wins, by providing an intuitive interface for anyone in the company to use and still have complete flexibility for the developers to customize as required.”