Looking to add experimentation without sacrificing speed, the online fashion retailer has picked Optimizely
The Iconic has chosen Optimizely as its experimentation platform to help ensure its customer engagement and conversion testing is as impactful as possible while avoiding site performance issues.
Looking to retain its speedy page load times while building in experimentation, The Iconic tapped the experimentation platform after exhaustive tests of Optimizely showed the technology did not detrimentally impact site performance. According to industry page load benchmarks, every second delay in site delivery reduces customer conversion by 7 per cent.
The Iconic CMO, Alexander Meyer, praised Optimizely for intuitively understanding the importance of site speed to the pure-play brand.
“We can now freely test, iterate and run experiments to improve our customer experience and internal metrics without having to worry about latency or performance issues getting in the way,” Meyer said.
The online clothing site is focused on enhancing data-driven decision making, faster feedback loops and improved flexibility with seamless, crucial now that consumers are turning to ecommerce during the current pandemic.
The Optimizely experimentation platform enables the site to test and learn with its over 16 million monthly visits and innovate at scale without sacrificing the performance of its website. It does this running experiments processing at the edge (CDN) rather than in the browser, resulting in a 50 millisecond median page load time.
Being an intuitive, user-friendly platform was equally important in the selection process so that the broader business teams could easily adopt the platform with little hand-holding from the retailer’s tech teams.
“It was important we find a solution that can service multiple functions across our entire business, as well as a platform that is both easy and intuitive,” said The Iconic head of sport and kids, Rick Burke. “Our agile approach and dynamic pace means we need intuition and speed in equal measure – with Optimizely we are able to tick both boxes,” said Burke.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...
Akansh M
Foxtel debuts in-app messaging chat to improve customer service
Thanks for the post
Ashirwad Towers
How a brand facelift and content strategy turned real estate software, Rockend, around
Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...
Bhooshan Shetty
Predicting the Future: Marketing science or marketing myth?
Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...
Bhooshan Shetty
Gartner survey: CMO spending hit by COVID-19
Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...
Bhooshan Shetty
Marketing 2030 and the rise of the machines