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    Enhancing Value Perception at Monsoon & Accessorize

    “Conversio provided incredibly valuable insight to support and extend upon core business strategies.”

    Jamie Russell

    Ecommerce Development Manager

    13%

    lift to conversion rate

    Key Focus Areas

    • Supporting a price sensitive shopper
    • Simple but effective strategies
    • Optimising for customer loyalty

    Overview

    Monsoon, founded by Peter Simon, is a vibrant lifestyle brand known for its colourful, hand-crafted artisan clothes catering to women and children. Offering a diverse range of clothing, shoes, accessories, and home items, Monsoon prioritises ethical trading and actively supports impactful projects benefiting women and children in Asia. With a foundation in London trading bohemian-inspired pieces, Monsoon upholds sustainability values and operates a charitable trust. Their product range includes attire for weddings, holidays, and everyday wear, characterised by quality craftsmanship and unique designs.

    Challenges Faced and Strategic Focus

    • In the current economic landscape, consumer behaviour leans towards price sensitivity.
    • Research on Monsoon & Accessorize websites demonstrated how this impacted abandonment rates, with users exhibiting heightened price sensitivity lower down the funnel.
    • To enhance conversions in a price-sensitive market, it was essential to reinforce the value proposition throughout the funnel without compromising brand integrity.

    Approach and Execution

    Short-term wins: Through experimentation, effective strategies were identified to improve funnel metrics by reinforcing messaging and managing expectations, better supporting a price sensitive user. Initial successes justified a continued focus in this area.

    Long-term intent: User journey mapping paved the way for a sustained focus on optimising the loyalty journey. Acknowledging the significance of recognising customer loyalty through value savings, these brands’ loyalty programs stand out, underscoring the necessity of delivering a top-tier personalised customer experience.

    Key Points and Success Highlights

    Data-driven CTA updates: Monsoon & Accessorize implemented a data-driven update to CTAs across PDPs. Results demonstrated that considered, simple changes can often drive significant impact and warrant inclusion in a testing program.

    Checkout Progression: By managing expectations through service messaging, we supported lower funnel progression, highlighting the importance of a holistic approach to the user journey.

    Set up for success: Insights into the loyalty journey and refreshed data points aligned stakeholders on the optimisation potential. This comprehensive approach sets us up for long-term success and continued focus in this area.

    Impact: Optimisation strategies addressing user values proved impactful driving an 11% increase in add-to-bag rates, a 13% lift to conversion and a 7% drop in abandonment. Experimentation uncovered solutions that drove immediate results, allowing our client to make small updates ahead of peak periods supporting growth and a value-driven customer journey.

    Client feedback

    “Conversio provided incredibly valuable insight to support and extend upon core business strategies allowing us to channel focus on site areas with the highest potential; critical amidst challenging trading conditions. A series of targeted tests, despite their simplicity, drove significant revenue gains translating into a positive trend shift for topline metrics.

    This process is an important aspect in being able to quantify the value the CRO programme and Conversio add to the business. We’ve formed a strong working relationship with the team over the last few years and have every confidence in the guidance and recommendations that they make.”

    Jamie Russell

    ECommerce Development Manager

    Let’s talk

    Want to make a start with experimentation or add people powered expertise to your programme? You’re in the right place.

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