The Warehouse Group tailors the shopping experience for specific audience segments
after segmenting category promotions for snow and fitness enthusiasts vs. one-size-fits-all promotion strategy
Many of today’s eCommerce retailers offer an overwhelming number of products on their sites, making it challenging for visitors to browse and find items they might be interested in buying. The Warehouse Group was determined to improve product discovery and connect customers to the right items. In order to successfully do so, the company needed support from a solution that would allow them to:
- Build robust category pages to surface relevant products in various sub-categories.
- Tailor homepage promotions for different audience segments in real-time
After evaluating a number of vendors, The Warehouse Group tapped Dynamic Yield to take its personalization efforts to the next level.
To make it easier for shoppers to browse products directly from the category page, the team made these pages more robust, and began using them to list sub-categories. For example, on the “Bikes” category page, The Warehouse Group also promoted Bikes & Frames, Helmets, and Bike Racks. Each of these sub-category sections included their own content modules and recommendation widgets, with products served according to the user’s expressed affinities. The order of the listed sub-categories was also based on the user’s displayed affinities.
Compared against the original category pages, building out this tailored site experience resulted in a 1.5% decrease in page exits, a 26.4% click-through-rate, and a boost in conversions by 1.8%.
content modules for testing available
deals, but not much else
Using a Dynamic Yield Variation Feed, the team was able to automate which content gets served to each audience segment, such as fitness enthusiasts. A variation feed acts as an external database, housing creative assets with defined properties (i.e. images, text color). This feed is updated daily with new and refreshed content, helpful in situations where many variations need to be consistently adjusted or swapped out, such us during a homepage banner test.
During the test, performance was optimized in real-time based on clicks, ensuring the best-performing variations were always displayed per audience. Upon completion, ceasing to serve every user the same promotion in exchange for this more tailored approach ultimately drove a 7.8% increase in CTR and a 4.4% uplift in revenue per user.