Migration as a launch pad for digital growth
2019 proved to be a year of change. Not only did the name of the paint specialist change profoundly (budgetverf.nl was exchanged for verf.nl), but the existing webshop was also migrated to a new e-commerce platform to even better meet the demands of a diverse target group. Initially, the conversion of the webshop was under pressure (for a while).
Not for long, however. To turn the migration into an opportunity for a structural improvement in conversion, we worked on a new, user-friendly website. There were new opportunities for Verf.nl's diverse target group, including professional painters and DIY customers. This, combined with the influence of the weather on ordering patterns, order data, and extra services and products, paved the way for the next step: personalisation.
Increase the conversion rate and revenue of the web shop.
A new, user-friendly website and personalisation strategy.
The final insights in figures
Leveraging diversity …
Now that the new and improved Verf.nl website was up and running, we decided to seize the opportunities offered by the diverse target group: optimising different user segments in different customer journeys with personalisation. As iO, we built our own personalisation programme, made possible by WiQhit's software. This way, we could approach different types of visitors separately and ensure optimal online funnels.
The customer journey was the key starting point for optimisation. Where is someone in the orientation, decision, and buying process? What is the visitor's intention at each stage and which influencing tool is best suited to this intention?
"With the elaborate personalisation strategy, clever seduction techniques and iO's constant attention, we were able to achieve a 20% increase in sales in a short time — and the average purchase value increased by €14."
Rogier Goed, Managing Partner Verf.nl
… and testing temptation
An important element of our work: the efficient application of various persuasion elements in the website, at the right time and to the attention of the right visitor segments. Some examples?
Start of the funnel
Social proof in the form of visible, positive reviews shown at the right time with the aim of getting customers to explore the site and encourage engagement.
Middle of the funnel
Providing decision support and showing authority with efficient help messages, intended to encourage visitors who are exploring and/or comparing to take the next step in the funnel and to build trust in Verf.nl as a specialist.
End of the funnel
Urgency and scarcity are effective principles against abandonment. If someone visits the shopping cart several times, but never actually pays, they are labelled as a "slow decider". That person then receives additional triggers that encourage them to take the step with urgency.
Continuous iteration and optimisation of personalisations
Of course, these iterations are the result of various personalisation tests, always fine-tuned and specifically used for different segments and moments in the funnel. This way, the different types of visitor behaviour regarding the shopping basket could be successfully addressed.
We also discovered a group that was less likely to order: DIY customers. We hypothesised that these were visitors with less experience than the professionals, who would be more in need of paint advice and support through clear instructions, checklists, and complete packages.
The result: +10% conversions and insights per segment
After 12 weeks, it was time to measure the results. We saw the conversion rate increase by 10%, including some peaks of up to 20%. The average purchase value also showed an upturn — the visitors with a higher average purchase value were more influenced. This increased by €14, which resulted in a 20% rise in turnover in this target group.
The programme provided many valuable insights, such as:
The (as of yet) unknown visitors;
Returning, non-converted visitors, the 'doubters';
Visitors who have completed a first purchase, the 'first-time buyers';
Differences between the paint professionals and the DIY users;
The influence of weather on purchase intention.
Indeed, now we know better how the weather, such as storm versus sunny weather, affected changes in purchase intentions. We use these insights for further optimisation of triggers in the website, but also for media buying, for example.
2022: not a project, but a process
Pop the champagne to celebrate a successful conclusion? Unfortunately, that's not how it works. Almost immediately after the first results, we laid the foundation for the subsequent, iterative approach. That means continuous optimisation through:
Developing and testing new personalisations
Defining new segments and then recognising them
Designing journeys for these segments
Influencing segments with persuasive messages
Continuously evaluating and optimising the result
The results of those optimisations?
In the years that followed the first results, we've achieved a lot — too much to list here. And yet, we are particularly proud of these achievements:
Using visual, location-based advertising (shown within a 10 km radius of Amsterdam), we made the target group aware of the Amsterdam shop. This way we ensured an increase of 1876% in the number of visits to the shop page: verf.nl/amsterdam
If a visitor decided to abandon a (filled) shopping cart, they would shortly afterwards receive an email reminding them of the unfinished purchase. A modest implementation, but one with a conversion rate of 33% over six months.
We quickly built on the hypothesis that potential customers in the orientation phase may not yet know what they want and can expect from Verf.nl's extensive range. Therefore, in this phase, we show clear ads that communicate the unique features of Verf.nl — including contact and advice options.
Do you also want to grow your business?
Have a chat with Henry Klerks about your challenge to discover your growth opportunities.
