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Learn how Fenwicks is creating bespoke shopping journeys with FoundIt!
Earlier this Summer Fenwick launched FoundIt’s unique AI-based customer journey optimisation platform as part of an ongoing commitment to offering the very best shopping experience for their customers. Fenwick know that by aligning their ecommerce site experience with what matters to their customers they’ll be able to stay on top of trends and evolving catalogues, ultimately driving more sales. FoundIt! helps Fenwicks create these tailored ecommerce experiences easily without a burdensome integration or heavy impact on page load times.
As with most of our new clients we recommended Fenwick launch the implementation as a 4-6 week AB test. We do this because we want clients to be just as confident as we are in the results.
An aside about how FoundIt! works
The FoundIt! platform makes it easier for customers to find and buy items by using a unique blend of AI designed to optimise the shopping experience on large ecommerce websites. Unlike traditional personalisation, we don’t depend on cookies or an individual’s browsing history, instead looking at natural language trends. FoundIt! goes far beyond product recommendations, instead specialising in dynamically re-architecting website navigation around the customer in real-time.
By showing shoppers more of what they are likely to buy via dynamically created navigation we increase the likelihood of a sale. Therefore, increasing revenue is the ultimate goal of one of our AB tests and we usually measure this via an increase in Revenue Per User (RPU). RPU rises by virtue of conversion rate increasing. Conversion Rate is the primary metric that we base the statistical significance of our test results on.
A bit more on the AB testing methodology
We apply Foundit!'s dynamically generated navigation across Fenwick’s website (focusing on product pages, search pages and category pages). Because users are more likely to find the products they are looking for the conversion rate rises. Fenwick are using Google Optimize as their AB testing platform and the results will be analysed in Google Analytics as well as with Foundit!'s statistical significance calculator.
The test is not yet complete but early results are promising
The Fenwicks implementation includes Foundit!'s product list page and search results page drill down navigation with images, as well as our product details page "you may also like" image carousel. This also includes a variation of the image carousel on out of stock pages where it is placed at the top of the page to help users navigate to other products. FoundIt! Is a flexible tool which can be used to improve many common ecommerce journeys.
Andrew Jayes, Digital Director at Fenwick, says,
“Having used Foundit! in my previous role I have witnessed first-hand what an impact their journey optimisation technology can have on increasing revenue. Their method of implementation via AB test is risk free for Fenwick and I know I can trust their team to do a great job for me.”
Commenting on the project, Warren Cowan CEO & Founder of Foundit! says,
“Fenwick is a British institution who are committed to a great customer experience, that is why I am thrilled we're working with them on their retail website to optimize customer journeys & grow sales. I can’t wait to see the results from this AB test – watch this space!”
