Only 1% of a retailer’s online shoppers will generate approximately 40% of total revenue, according to research from Qubit.
Farfetch, an online fashion destination that connects consumers with boutiques from around the world, wanted to maximize sales opportunities, especially among new site visitors who may be unfamiliar with the brand. Using Qubit, the retailer has been able to customize content based on a consumer’s overall engagement and history with the brand.
To compel new shoppers to browse on the e-Commerce site more extensively, Farfetch shows a light box that “explains who we are, how we work, and the key points of our business, such as our global shipping options,” according to Kelly Kowal, Digital Marketing Director for Farfetch. The eTailer saw a 6% increase in conversions among consumers who interacted with the light box versus those who did not.
“Our unique value proposition is that we unite the world’s best independent fashion boutiques in one, easy to shop, online destination,” said Kowal in an interview with Retail TouchPoints. “They’re our curators of fashion. When a consumer first enters the site, that value proposition is difficult to convey effectively.”
For another initiative, Farfetch wanted to determine what was preventing highly engaged visitors from completing transactions. Through the Qubit platform, Farfetch implemented a message layer that promoted the FAQ page to consumers who visited more than 10 pages a shopping session. Because this section of the site dives deeper into logistics such as shipping, returns, refunds, and other frequently asked questions, Farfetch saw this as the final tipping point for conversions. The hypothesis was correct: as a result of the layer, the retailer saw a 17.1% increase in conversion rates.
“We discovered through the Qubit Discover tool that new visitors who saw the FAQ page had a much higher propensity to purchase than those who didn’t,” Kowal explained. “Because our business model is quite complex, we wanted to test the idea of driving new visitors to a page where it explained how we worked in a bit more detail. It was important to show it to engaged visitors because they are interested, but may need a bit more reassurance and information before purchasing.”
Turning Prospects Into Loyal, High-Paying Customers
Because Farfetch has a global customer base, serving customers in more than 170 countries, the eTailer has to keep pace with preferences that vary based on consumers’ geographic locations.
“We have to ask: Do we feel our consumers are getting what they need from our site?” Kowal explained. Farfetch addresses this issue by personalizing multiple areas of the e-Commerce site. For example, the eTailer shows various content depending on a consumer’s location, and has even moved and changed page content to see the overall impact on conversions.
Kowal added that Qubit enables the marketing team to be more agile, and test a variety of marketing tactics without relying on IT.
“As marketers, you’re expected to be nimble,” Kowal said. “But everyone wears so many hats and IT is too busy running large site initiatives. Qubit allows us to react to our customers. If we’re seeing trends, or want to implement a more tailored promotion, Qubit allows us to do that.”
The Farfetch marketing team also can target customers and present content throughout the customer journey to help accelerate the decision-making process.
“Our consumers tend to be fashion lovers and seekers, and they’re always looking for coveted, hard-to-find pieces,” Kowal noted. Because of this, Farfetch is focusing on editorial content to help educate the consumer on the designers and the boutiques illustrating their stories and keeping the customer in the know. The consumers who are engaging with this content are incredibly engaged with the brand. We aim for this engagement with every visitor on the site.”
In the end, the benefits of personalized content revolve around providing a tailored experience, which is key to customer loyalty in an omnichannel world, according to Kowal. “It takes so much more to make a customer loyal. A shopper can get the same dress from multiple retailers. At the end of the day, it’s all about which retailer is going to give the best and most relevant experience throughout the entire shopping journey.”