April 9, 2020
Helloprint doubles conversion rate with personalization

Helloprint doubles conversion rate with personalization


– My name is Neil, and
I’m the Growth Manager of the UK, for Helloprint. So my role really involves taking care of all of the online marketing
activities in Helloprint. – My name is Gino, I’m the Growth and Ecommerce Manager for the Benelux. As Helloprint is Europe’s biggest platform for print products, we
sell over 600 products in millions of combinations. – Personalization is extremely
important to Helloprint, because we’re trying to move away from a one-size-fits-all to a
much more personalized touch. So whenever a users lands on our page, either on the home page, category page, or product detail page, we can show him or her the
right product that they need, at the exact right time. – So one of the reasons
why we chose dynamic yields is next to the advertising
functionalities, for current and future
possibilities of personalization. It’s nice to have separate
tools, but if you can do it, only one tool, it helps with reporting, it helps with basically everything, and you can combine the tests and personalization flows intertwined. – So one of the biggest challenges that we’ve currently identified, is the conversion rate
of our new visitors. So we currently have a
conversion rate of two percent, and that’s actually something that we’re really trying
tackle and improve, in the next year to come. One use case that we had was that we actually preselected
our product detail page, for every visitor that landed on it, because every product detail page varies, so it can land from either
four to seven steps. So we thought having it preselected, with the most popular choice in path can really help to increase
the add-to-cart rate, and overall ecommerce conversion
rate of our new visitors. And it did actually, in
one of our experiments. For the tests where we
preselected the products on our product detail page, that actually had an overall
ecommerce conversion rate of four percent. So we actually first
tested that on one product, and we saw that it had
won, so then we scaled it to four or five products, and then we saw the
equally similar results. (technological music)

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