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My name is Neil, and I’m the Growth Manager of the UK, for Helloprint. So my role really involves taking care of all of the online marketing activities in Helloprint. My name is Gino, I’m the Growth and Ecommerce Manager for the Benelux. As Helloprint is Europe’s biggest platform for print products, we sell over 600 products in millions of combinations. Personalization is extremely important to Helloprint, because we’re trying to move away from a one-size-fits-all to a much more personalized touch. So whenever a users lands on our page, either on the home page, category page, or product detail page, we can show him or her the right product that they need, at the exact right time. So one of the reasons why we chose dynamic yields is next to the advertising functionalities, for current and future possibilities of personalization. It’s nice to have separate tools, but if you can do it, only one tool, it helps with reporting, it helps with basically everything, and you can combine the tests and personalization flows intertwined. So one of the biggest challenges that we’ve currently identified, is the conversion rate of our new visitors. So we currently have a conversion rate of two percent, and that’s actually something that we’re really trying tackle and improve, in the next year to come. One use case that we had was that we actually preselected our product detail page, for every visitor that landed on it, because every product detail page varies, so it can land from either four to seven steps. So we thought having it preselected, with the most popular choice in path can really help to increase the add-to-cart rate, and overall ecommerce conversion rate of our new visitors. And it did actually, in one of our experiments. For the tests where we preselected the products on our product detail page, that actually had an overall ecommerce conversion rate of four percent. So we actually first tested that on one product, and we saw that it had won, so then we scaled it to four or five products, and then we saw the equally similar results.
Neil Gursahani and Gino Arendsz, Growth & eCommerce Managers at Helloprint, Europe’s largest platform for printed products, detail how implementing personalization into its digital operations has helped the company move away from a one-size-fits-all model, ultimately helping them double the conversion rate for new visitors.