E-Commerce

Avon

Transforming users’ online experience with product samples

Key Results

9.3% of all revenue came from sessions with a product sample interaction

432% conversion rate uplift for sessions involving a product sample interaction vs all customer sessions

8.8% average order value (AOV) uplift

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If you have ever bought from an Avon representative, you will know one of the best things about the experience is that you can get your hands on free product samples.

For Avon, the benefit of doing this is that they can get their product in front of people and start a conversation about purchasing.

However, the website was not offering the same experience that Avon customers have come to know and expect – there were no product samples!

An opportunity arose for the digital team at Avon to take responsibility for thousands of samples that would have otherwise been thrown away. They asked us to help them to design an experience which would bring their online and offline customers closer together.

Right so what did we do?

Well first we needed to understand the online appetite for product samples. We ran a poll on the website asking customers whether it was something that interested them and what offer would be most attractive, e.g. 3 for £1.

An appetite was indeed established at which point we pulled together a complete user journey flow which would:

  1. 1. Bring attention to product samples
  2. 2. Motivate users to buy product samples

This included a home page banner, a specialist samples PLP section, basket upselling and a homepage for returning users (i.e. did you like your sample?).

We then built this journey through an AB testing tool. This meant we could evaluate the results without using up the client’s development resource. This not only saved time but also enabled greater flexibility.

Six weeks later…

We conducted in-depth data analysis to establish the performance of the campaign, to understand what the uptake of sample had been across the website, and what contribution it had made to Avon. 

What we unveiled was amazing and we presented our findings to the UK and Global team. 

Our work demonstrated a very clear appetite for product samples online. 

These powerful results justified further investment from Avon into exploring how product samples could change their online experience.

Key Results

30% conversion rate on the samples shop PLP page alone

432% conversion rate uplift for sessions involving a samples interaction vs all customer sessions

8.8% average order value uplift

9.3% of all revenue came from sessions with a samples interaction

David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director