Supporting Ocado to Grow & Scale Their Acquisition Testing Programme
Context:
Client Overview and Partnership Inception
Ocado, the UK’s largest pure-play online grocer, is dedicated to transforming the grocery shopping experience with a focus on convenience and efficiency. Our collaboration with Ocado commenced in 2021, marking the beginning of a strategic partnership aimed at enhancing their customer experience through experimentation and personalisation.
Success Story
Challenges Faced and Strategic Focus
One of Ocado's primary objectives was to drive new customer acquisition in the incredibly competitive UK grocery market. The challenge lay in developing a deep understanding of the needs of potential new customers and adapting the shopping experience to meet those needs to drive impactful results.
Approach and Execution
User-Centric Ideation: Collaborating closely with Ocado to understand specific segment needs, user-centric optimisation efforts shaped a customised testing roadmap to deliver meaningful personalisations.
Diversity In Testing: Diversifying the testing roadmap facilitated the extraction of valuable insights rapidly, across strategies, to broaden the scope of opportunity.
Program Scaling: Methodology that allowed for simultaneous testing enabled multiple independent tests within the acquisition segment, accelerating experimentation insights while preserving data integrity.
Key focus
- Meaningful personalisation
- Fostering a culture of experimentation
- User centric ideation
Key Points and Success Highlights
Strategic Personalisation: Customised journey experiences support users in their first shopping experience, driving acquisition goals and demonstrating a dedication to a customer first approach.
Culture of Experimentation: Success of testing efforts garnered trust from stakeholders, fostering a culture of experimentation within Ocado, leading to continuous improvement and data-driven decision-making.
Continuous Innovation: With meaningful personalisations serving the Ocado customer, the stage is set for continuing to test bold hypotheses and ongoing enhancement opportunities, across segments, to drive sustainable growth.
Impact: 6% increase in users booking delivery slots and a 2% lift in mobile checkout conversion illustrate how incremental wins across the funnel contribute to positive acquisition metrics. Ocado has seen a +41% YoY growth in new registrations, with AOV for this segment lifting +2%. By continuously improving the user experience and targeting users beyond their first shop, Ocado has seen a +2pp YoY increase in retention to the fifth shop, leading to a growing active customer base.
+6%
Increase delivery slot bookings
+41%
YoY growth in new registrations
Programme in focus
Thoughts from our collaboration
We asked those working on the programme each day to share their thoughts on working together.
What the client said
“Partnering with Conversio has been a transformative experience for our business. From the very first consultation, the team displayed a deep understanding of our challenges and goals. They have been a critical part of our CRO programme for the last 3 years, at the beginning helping us get started, supporting us with our long term projects."
Shelby Moncherry Desfosse,
Digital Product & Optimisation Lead
What we love
"Our work with Ocado has been so fulfilling for everyone at Conversio involved. They didn't need to buy in to optimisation, they were onboard from the start. But they knew they needed help to get the foundations right and the guardrails inplace to make sure they could scale quickly and effectively.
That structure and support is what Conversio added to the equation."
Andy Chittock, COO
What Other Clients Say
Hear from some of the comments made by other brands we have helped
"I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner."
Shelby Moncherry Desfosse
Ocado
Digital Product & Optimisation Lead
"Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan."
Dave Wood
Laithwaites Wine
Head of Digital Performance
"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
Monsoon
Ecommerce Manager
Common Questions
Your Questions, Answered
Find quick answers to the most common inquiries about our services, processes, and what makes us tick.
What services do you offer?
We offer comprehensive optimisation, experimentation and personalisation as part of our bespoke programmes which encompass a broad range of disciplines including analytics, data warehouses, workshops, UX design etc.
How do I get started and is there a trial?
We recommend a 6-month Activation Period which facilitates onboarding, discovery workshops, analytics, tools and programme setup. Depending on goals and objectives, we will agree success metrics for the period to measure performance with no lock-in if these are not met.
How much do your programmes cost?
Our programmes are tailored to your stage and need, and we use a series of assessment and qualification criteria to establish the right balance of strategy vs. execution. This can include data and analytics, audience segementation, software and tools. Broadly speaking, entry-level programmes start from around £10,000 per month.
Do you work with small businesses?
Absolutely! We are passionate about helping businesses of all sizes thrive. There are some pre-requisites in order for us to be able to deliver value and run a successful programme, such as a min. 150,000 MUVs. These are assessed on a case-by-case basis.
What makes Conversio different?
We take a very different view of experimentation. We were founded on the principles of honesty, transparency and sustainability and these values are woven into the fabric of everything we do. No inflated results or metrics, no manipulative tactics. Just humans engineering for humans.
What is your typical programme timeline?
For the purposes of achieving significance, our Activation Periods usually run for 6-month with onward programme terms of 12 or 24 months. Naturally a longer term enables us to offer more favourable, incentivised pricing.
Better Decisions.
We meet people where they are at, whether you are ready to start or just exploring ideas.
Wherever you are on your experimentation journey, let's chat!
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Email
hello@conversio.com
Phone
+44 (0)20 7971 1140
Address
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WC2R 1LA
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