Using artificial intelligence (AI) to get a better bra fit and for personalising the marketing journey
ThirdLove's Fit Finder Quiz furthers ensure a good fit in what is a difficult category already without adding all the buying online impediments. In fact, 80 per cent of the women who share their information are recommended a different size than what they reported wearing, making it all the more difficult to persuade first-time shoppers to take a chance on new sizes and products.
But after changing the first-touch experience for new visitors to provide more foundational and introductory content for the start of her journey, ThirdLove saw a significant impact at the top of the funnel, increasing its Fit Finder quiz completion rate by 75 per cent.
“We encourage people to take it before they buy, because one of its primary uses is to really help find the right product more likely to fit. We've actually done a lot of testing to make it a more prominent part of the journey, especially for new users, because we think it is fundamentally important to getting that person in the right fit,” Oppong said.
“We were also doing A/B testing before, it has always been a fundamentally important thing. But the velocity wasn't nearly as high as it is now. Previously, we were running maybe one or two tests a month. Now we run more than a handful every single month and we are aiming to get even more than this. So that testing velocity becomes super critical for being able to learn quickly and understand what works and what doesn't work and confirm whether some of your hunches are truly right or not."
For Oppong, one things that can be helpful for thinking about a new user is what campaign are they coming in from and what have they seen before they get to your site. "We have done some testing where we try to send certain types of our traffic to specific landing pages to understand what is most helpful for a person at this stage in their understanding and in their journey with us," she said.
“The landing page testing was really helpful because we had a hunch some audiences were ready to shop and we should just help them buy that product as quickly as possible. But what we learned and realised through the process is that journey wasn't nearly enough and they really needed more of an introduction to the company and to what our products offer them and what problem they solve. This was truly beneficial.
“So we have test running on all of the major pages of our site. And some pages, like the homepage in particular, we actually have several tests running because they're the most important pages.
“You do actually have to be quite intentional about thinking through the right content, and how to personalise it."
ThirdLove also continues to learn there are a lot of customers just not quite ready to make a purchase yet and who don't come to the site to buy.
"It’s really is more of an experience they're looking for. This was one of the things we had a hunch about, but it's still surprising the degree to which it shows up in the data," Oppong said. “We now realise we have to take a step back and think through the lens of somebody who has no idea about this brand and is coming to you for the first time.
“Even looking at things like what traffic goes to what page have been strong drivers in increasing revenue per user, which is super exciting to see. I would say most often our biggest successes come from really understanding what the user is looking for and honing in on that.”
ThirdLove is hoping to drive the platform to even great heights, including taking on churn and retargeting.
“We've barely touched the tip of the iceberg so far. There is a much deeper journey when you think about personalising, especially in the content experienced by user," Oppong said. "A lot of that just takes time to build. The fundamental journey is just really different based on where you come from, and we have certainly some way to go before we truly get to one point.
“Of course, marketing channels and bringing people into your site in the first place continue to be fundamentally important. But this, plus personalisation, really go hand-in-hand with each other. The more you improve the experience, your revenue, per user conversion, all of these metrics, it also just helps your acquisition marketing perform much better as well. So every dollar you're spending, you're getting much more out of it at the end of the day.”
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