What we have seen over the last year is that many brands are still in the early stages of understanding the full range of possibilities associated with online testing, the insights it can deliver and the range of campaigns that can impact the business from a customer engagement and revenue perspective. Traditionally, our clients have relied on our team of in-house digital specialists to guide their customer experience strategy – every step of the way – from getting them started to ensuring that each campaign is impactful and the results are being measured against desired goals. But that is beginning to change.
As Mark Carlock, Web Analytics Analyst at Clarks, told us, “What is so easy about Maxymiser’s Visual Campaign Builder solution is that you don’t need to be skilled in IT to run the campaigns. The tool is simple and easy to use and we have already seen great end results. What testing has taught us over the last two years is that you cannot stand still.”
This Visual Campaign Builder that Mark speaks so highly of is, in fact, something our teams across product, technology, engineering and marketing have worked tremendously hard for one big reason – to give brands the tools to first get started with their digital testing that will grow with their business long-term. And for many of the early adopters of the Visual Campaign Builder, it has quickly proven its value multiple times over for them.
Clarks, the fourth largest footwear brand in the world, has around 1,000 stores across 160 countries. Since 2010, our in-house team of vertical experts has been working closely with the brand’s ecommerce and digital teams to optimize and personalize their customer experiences. Understanding that a significant percentage of their overall sales comes from their ecommerce site, our Visual Campaign Builder tool has enabled them to refine their list of testing campaigns and experiment with changes to specific sections of their website that, in turn, have resulted in a more personalized, relevant, intuitive and useful customer experience.
One campaign, in particular, was designed to personalize the customer experience on the Men’s Product Category Pages. As a whole, traffic to the Clarks website comes from a variety of customer segments – men account for approximately 20 percent, women account for nearly 70 percent and young adults account for close to 10 percent of overall site traffic. Their in-house digital team was keen on growing the level of interaction and sales coming from men.
However, they were typically seeing lower conversion rates for men on these pages, when compared to women. And in their minds, banners were playing a key role in this decreased level of engagement from one of their most important customer segments – men. What has followed – and continues to follow – are some pretty impressive results. By experimenting with the placement of banners on these pages, Clarks was able to boost its revenue by 12 percent. In fact, the Clarks team has plans to continue testing and differentiating the customer experience for each gender and their individual needs. How can you deny these hard facts and data?
As we saw and heard at the Forrester Research Customer Experience Forum in New York in June, what matters most to every brand is delivering a customer experience that’s personal, authentic and intuitive to how consumers behave, what they are doing, and where they are going. One common theme that continued to be present in every panel at this two-day conference was the shift in how brands define their customer experience. As Forrester Research analyst Kerry Bodine stated: “Customer experience innovation is the creation of new customer experiences that drive differentiation and long-term value.” Whether it was a Forrester analyst or the CMO of a global brand, every discussion at the two-day conference was centered on putting the needs of customers first.
That’s the kind of thinking that can take a brand from having an average customer experience to an excellent customer experience. But you won’t be able to get there if you think your brand isn’t deserving of this type of innovation. No brand or customer experience goal should be seen as too small. It comes down to working with a partner who isn’t just a technology “powerhouse,” but will be the knowledgeable change agent you need to grow your business.