British fashion and lifestyle brand Jack Wills has seen 12 per cent increases in conversion rates for new customers and a drop in basket abandonment thanks to a new strategy created in conjunction with personalisation software specialists Monetate.

Using Monetate’s Test & Segment platform, the retail brand has been able to make a number of changes to its online store, including personalised rules for displaying products and a ‘sticky filter’ functionality, providing customers with a better, more engaging user experience.

New customers are now shown product pages with ‘bestseller’ products while existing customers are shown the latest ‘new arrivals’, while research showed users who engage with filtering are two times more likely to purchase and spend 15 per cent more, so the UI for Jack Wills’ online store was updated so that left hand navigation filters remained visible as customers scrolled down.

“As a leading British clothing brand, it’s really important for us to provide customers with what they want, when they want it, and our online channels provide us with more opportunities to deliver personalised experiences to users,” said Mark Wright, managing director of digital at Jack Wells. “Monetate has given us the insight we needed to test, target, and personalise the customer experience across a multitude of variables, improving the customer experience for our visitors, and driving our online revenues.”

The introduction of segmented personalisation increased conversion rates for new customers by 12 per cent and boosted add-to-basket rates by eight per cent, while ‘sticky filters’ saw a further 10 per cent uplift in conversions and a reduction in basket abandonment. Monetate plans to continue to support Jack Wills’ online efforts with a focus on mobile going forward.

“Jack Wills is an example of a prominent British retailer that truly gets how important personalisation is, in an age when user experience is crucial to business success,” said Mike Harris, general manager for EMEA at Monetate. “Their results show that creative, engaging and immersive customer journeys have a direct impact on conversions, and ultimately revenue, and we look forward to building on these in the future.”