Drapers charles tyrwhitt
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User Experience: Providing an Effective and Personal User Experience
User Experience: Providing an Effective and Personal User Experience How can A/B testing result in a more effective site experience? What tools can be used to analyse user experience in a fashion environment?
Providing an effective and personalised user experience: A/B testing and ‘the tools of the trade’
A few things about Charles Tyrwhitt
• Jermyn Street retailer of men's formal wear
• Renowned for quality of service and product
• The business was set up by Nick Wheeler in 1986
• We’ve been in the Sunday Times Profit Track 100 in the last two years
• 70% revenue through direct and 30% sales through retail
• We’ve achieved 25% growth for each of the last 3 years
• Our 20th store opened in New York late last year, Leeds about to open
Going from boy to man!
Personalisation means relevance.Relevance means £££
We started with vanilla
We started with vanilla as our redesigned website base flavour
Our ‘secret’ vanilla recipe contained:• Standard web analytics (visits, orders,
buying patterns, technology profiles)• Net Promoter Score research and
customer feedback• Usability and brand focus group research• feefo feedback and reviews• Call listening & retail shadowing• A dose or two of ‘gut feeling’
Best practice vanilla design Making any purchase as easy as possible on any site is crucial to effective user experience and commercial success
of a website. But never more so than when marketing to a predominantly male market share.
Best practice vanilla design We introduced ‘no-faff features’ that seamlessly smoothe the buying process online
Best practice vanilla design We offered a quicker and more simplified purchase path
Optimising the vanilla experience
WHO DECIDES?HiPPO?
Marketing
CEO
Legal
IT
Creative studio
Online team
Customer-led optimisation
Who decides? HiPPO?
Marketing
CEO
Legal
ITCreative studio
Online team
THE CUSTOMER
What is AB and MVT testing?
1/3 visits
1/3 visits
1/3 visits
+13% basket
+7% basket
+5% basket
£££
Building the testing roadmap
Benefit (££)
Traffi
cPreviously optimised
pages
Final checkout pages
Home pages
Landing pages
Early checkout pagesEditorialHelp section/legal
Product listings
Product pages
Building our task model
How the task model can influence testsThis task model informs the work we do with MVT testing, but also simple merchandising.
Don’t forget operational goals!• Driving relevance, or customer personalisation, always supported our business goals and tied back to overall strategy
Driving relevance to the businessWe found that ABn and MVT programmes can help to drive relevance with our customers but also with internal stakeholders By allowing customers to decide what works best, we made more £££
Portraying the brandFashion ecommerce sites all have the same features in common. We flexed ours so that they reflected the Charles Tyrwhitt brand and supported our core business
Adding flavour
Tie & cufflink matcher
Basket value
Quick buy vs browse • Not all male customers like to browse, but some do
• We also know that our customers’ online shopping behaviour changes throughout the course of the day, and at weekends
• So we provide functionality both for the hurried buy and for the leisurely browse, the browse route being usually more interactive
Self-serve, or interactive, functionality is essentially personalisation. The customer decides what he sees.
“Buy the outfit”
Shortlists
What we’ve learnt• That standard analytics packages and MVT can really
quantify the ‘value of relevance’ and feed back into the product development life cycle. Become friends with your data
• We got ecommerce basics right, and really understood who our customers were (both external and internal)
• Not to be blinded by technology: even the best off-the-shelf products need to be guided by strategy and insight
• We worked out what personalisation meant to us as a business. “Personalisation” is more than a set of calculations applied to a landing page; it’s a series of innovations, optimisation and data analysis
• How to indulge the inner geek! Have fun!
Thank you