Page 31 - How Top Merchants Create the Best Customer Experience

31 HOW RETAILERS CONTINUE TO PERSONALIZE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

previous customer patterns. For example, Goodlife will try to

match a previous customer’s browsing and purchasing behavior
to a current shopper’s patterns. It will then serve product
recommendations and sort search results that it believes will

mostly likely end in a conversion.

And it works. For mobile shoppers who view Goodlife’s
personalized site, their conversion rate is 6.6% higher and average
order value 25% higher than shoppers that don’t see personalized

content, Miller says. For Goodlife’s desktop shoppers, conversion is
9.5% higher and average order value 14.4% higher, Miller says.

The XGen Ai data also is used to determine which landing pages are
working and which ones are not.

“Bounce rate and conversion rate are used as primary landing page
key performance indicators to let us know how well that page is

resonating with a user engaging with it,” Miller says.

If the bounce rate on a landing page is higher than average,

Goodlife knows that the content is not working for that targeted
group of shoppers. From there, it needs to test other content to
appeal to those shoppers.

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