Retail, Ecommerce

Biscuiteers

Sweetening up the basket experience for Biscuiteers users

Key Results

9.8%increase in add to bag

5.1% increase in baseline conversion rate

Better understanding of how many users have an occasion at different date ranges

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Depending on when they were looking at gifting, users were having very different delivery anxieties. For example, if an occasion was in the next few days, users’ concerns were “will it get there in time?”. On the other hand, if the occasion was three weeks away, users’ concerns were “will it arrive on the day or before? Can you guarantee that? Should I therefore order it now?”.

There was very little pre-purchase data about when different groups of users wanted their item by – was the occasion in 2 days? 2 weeks? 2 months? After a series of user research led us to this insight, alongside of the Biscuiteers team, we understood that a “catch all solution” wasn’t going to ease the anxieties of users enough. 

So what did we do?

We gave the user the ability to select when their occasion was. This enabled us to provide, in return, very specific delivery information. The ‘when’s your occasion?’ feature sat on the product detail page across all devices. 

We were able to band users into groups e.g. <2 days, 2 – 7 days, 7 – 14 days etc. When a user had selected a date, we set a cookie to later identify and answer questions like “did they convert in that session?” or “did they convert in a different session and – if so – was that through the help of remarketing or other means?” etc 

And what was the result?

The data enabled us to understand what percentage of users selected what range of delivery date and their respective conversion rate within that session. We captured this data to use as reminders and to personalise returning user journeys. The immediate impact on add to bag was significant with a 9.8% increase in sessional add to bags which impacted the baseline conversion rate by 5.1%.

The engagement with the “when’s your occasion?” feature was also high – at over 20% of all PDP visits.

Key Results

9.8%increase in add to bag

5.1%increase in conversion rate

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