Groupe SEB Utilized TotalCare to Increase Conversion Rates by 38.42%.
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.
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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
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.
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!
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.