38% Conversion Rate Increase With AI Powered Personalization
Groupe SEB Utilized TotalCare to Increase Conversion Rates by 38.42%.
Groupe SEB
TotalCare
Conversion Rate Optimization (CRO+)
Customer Experience Strategy
Visual Design
UX Enhancements
Custom Development
Adobe Commerce
Signifyd
Nosto
Dynamic Yield
RECOGNITION
BACKGROUND
Groupe SEB is the world's largest manufacturer of cookware with revenue exceeding €8 billion. Notable brand names associated with Groupe SEB include All-Clad, IMUSA, Krups, Moulinex, Rowenta, Tefal and WMF Group.
All-Clad signed up for Corra's strategic managed services program, TotalCare, because they needed not only break-fix support and 24 X 7 monitoring, but also ongoing expert guidance in order to grow their revenue. Corra's first recommendation was to redesign the All-Clad site in a data-driven iterative fashion so that every decision about the experience would be validated ahead of time by real world consumer data.
As part of TotalCare, All-Clad used experimentation and personalization to optimize their checkout flow process for desktop and mobile users. While going through a site redesign, All-Clad activated testing and optimization programs simultaneously, utilizing the AI powered personalization engine Dynamic Yield. The simultaneity of the redesign and optimization programs was a priority for All-Clad—with Corra’s expertise they were able to improve user experience and increase conversions 38.42% on desktop and mobile channels.
Together, Corra &
All-Clad
achieved:
Challenge
Cooking With Gas
All-Clad approached Corra with three goals: increasing add-to-carts, creating a seamless purchase flow, and removing friction points during checkout.
To achieve this, Corra tested all aspects of the website: design, functionality, features, usability, product recommendations, and personalization. As the program matured, the website evolved to provide different segments and individual users the best possible version of the website.
Conversion Rate Optimization (CRO) is one of the foundational disciplines within Corra's TotalCare program. Corra combined industry knowledge and best practices to help All-Clad use testing to optimize their website and grow their understanding of consumers. Testing was important for All-Clad to gain a better understanding of how cooking enthusiasts shop and to ensure customers could easily find the most relevant products for their culinary needs.
With help from Corra, All-Clad now understands how testing allows for the best possible experience for each and every user. They focused on two key optimization areas:
- Streamline the purchase journey for desktop users—optimizing add to cart function and checkout flow process
- Remove friction points during checkout for mobile users
Introducing the new all-clad.com
Solution
Streamlining The Customer Journey for Desktop Users
All-Clad’s first focus area was the checkout experience. Corra started optimizing the checkout process by conducting two experiments. The first was to test if a flyover notification when adding an item to cart would make a user more likely to purchase.
The goal of this flyover test was to increase revenue per user and better understand how to turn users who add items to their cart into purchasers of those items. In order to fully understand the best path forward, All-Clad ran two different variations against a control group. After running these variations, the flyover was the clear winner resulting in a 14.68% increase in conversions for desktop users. In the end, this created a more streamlined and profitable add to cart experience.
Tests proved that continuous flow checkouts yield higher revenue per user.
Solution
Conversion Rate Optimizations
Conversion rate, customer acquisition costs, and customer retention were focus areas for All-Clad. By increasing conversion rate, a brand's entire solution becomes more cost-efficient: revenue grows, customer acquisition costs decrease, and the budget can be spent optimizing and upgrading a solution instead of simply maintaining it. TotalCare is the budget-flexible managed services program using data to build client-driven roadmaps that lead to succesful business initiatives. All of All-Clad's conversion optimizations were implemented through TotalCare.
All-Clad received numerous conversion optimization upgrades that included a UX heuristic audit to improve UX experience on every page, content and SEO audits to increase relevant content that included store locator functionality, a glossary, increased PDP and PLP content, brand differentiator statements to increase customer loyalty, an upgrade to search functionality, improved post-purchase experience through a streamlined returns process, adding Apple Pay to payment options, and implementing a live chat feature.
Overall these upgrades drove a 63% increase in revenue, a 34% increase in users, a 60% increase in overall transactions, and increased sessions per user by 2.3%.
Corra is a tremendous partner for our D2C initiatives. They are not just a simple SI for our Adobe Commerce platform but also a very competent e-commerce consultancy. We are very satisfied with their service!
Solution
CONSTANT EXPERIMENTATION CREATES CONTINUOUS RESULTS
Corra and All-Clad’s relationship is nearing five years. A key reason for this long-term, healthy partnership has been All-Clad's investment in and patience with a robust CRO program. All-Clad has adopted Corra’s rigorous methodology, which consists of frequent experiments based on real customer data that seek to perfect the customer journey, eliminate friction points, and turn shoppers into purchasers.
When conducting a CRO program, not all experiments are going to be rousing successes, which is why patience is crucial. Merchants and solutions integrators must work together to examine the solution in question, adjust individual variables, A/B test those adjustments, see which version of the site drives the most revenue, implement that version, and then rinse and repeat. All-Clad has been excited to do this, and the results are incredibly positive.
Successful tests include:
Homepage Video Content: The homepage is one of the most important pages on a commerce website. Almost all customers interact with the page, so it needs to embody the experience of the rest of the site, and it is also a key touchpoint that provides access to the rest of the site. All-Clad wanted to put a video on the homepage to increase customer engagement and create a more unique website experience.
Two tests were run. First, is having a video a revenue driver? The site was tested with a video and without, and it was conclusive that having a video on the homepage is a revenue driver. Then, multiple videos were tested, and the one that performed the best is now permanently on the homepage.
Revenue uplift from experiment: ~5%
PLP and PDP Reviews: Social proof and showing customer engagement is important for brands to build consumer trust. How the brands exhibit these various engagements is important though. All-Clad began to test how showing reviews impacted their revenue. PLPs could potentially have star rankings under each item and the PDP could show those star rankings as well as reviews.
Each potential variation was tested and it was found that the most effective version was star rankings on the PLP with no reviews on the PDP.
Revenue uplift from experiment: ~6%
Solution
Showing Recent Product Views: Showing customers a product’s popularity or how frequently it is purchased can inform users of a product’s utility. Tests were run that showed the number of recent product views and purchases per item on the PDP and the results were positive.
Tests showed that showing the number of recent views, but not purchases, was the most effective data to display.
Revenue uplift from experiment: ~2%
Solution
Results
Corra implemented testing and reviewed the results with All-Clad in a highly collaborative effort. Understanding how consumers shop is key to optimizing user experience and building a better relationship with those consumers. By creating a seamless online experience for both desktop and mobile users with a fly over add-to-cart feature and continuous single flow checkout functionality, we limited frustration and lowered the possibility of shoppers shopping elsewhere.
We will continue testing core aspects of the site, (such as design, page templates, and user experience) and will also tirelessly expand our consumer intelligence and personalization strategies to continue targeting and responding to the needs of All-Clad shoppers.
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