Case Study: Optimized Website Experience Drives Holiday Revenues for Clarks
PROBLEM: Clarks, an omnichannel retailer of men's and women's shoes, sought to optimize the user experience on its website, including delivering improved response times and rendering, ultimately leading to an increase in conversion rate.
SOLUTION: In early November of last year, Clarks implemented a cloud-based engagement solution to optimize website performance.
RESULTS: In a year-over-comparison of the 2013 vs. 2012 holiday seasons (the Monday before Thanksgiving and running for two months after), Clarks saw its time on site increase 14-plus percent, pages per visit increase 6 percent, bounce rate decrease 12 percent and its conversion rate increase by double-digits.
When informed shortly before the all-important holiday season that its web optimization service was no longer being offered, Clarks founds itself in a position where it needed to quickly find a replacement to continue to maintain service levels and get it through its busiest time of the year. Already having an existing relationship with Yottaa, a mobile and web performance optimization company, Clarks opted to implement its Engagement Cloud solution.
In addition to being able to quickly implement Yottaa's cloud-based solution — the implementation took eight days, and was finished just in time for the start of the fourth quarter — Clarks was attracted to the personalization capabilities it offered. The retailer wanted to improve its engagement metrics (e.g., time spent on site, pages viewed per visit) and sales, and believed presenting personalized shopping experiences would help it accomplish that.
The Yottaa Engagement Cloud platform uses proprietary context intelligence technology to identify a user's location, browser, device, internet connectivity and in-page interaction to sequence relevant content delivery and display. When these elements are combined, the result is a more dynamic, personalized level of engagement that directly translates to increased conversions.
The platform allows companies to optimize consumer engagements across a variety of devices, ranging from smartphones to tablets and laptops.