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BRAND:
THE CHALLENGE
LOCATION:
CAMPAIGN-WIDE RESULT
11.59% lift in revenue per visit
In order to align shoppers with the skincare routines and product collections that mattered most to them, the eCommerce
team at Kiehls partnered with HiConversion to execute a personalization campaign that would:
CATEGORY
RETURNING VISITORS
SEARCH KEYWORD
CUSTOMER PROFILE
Visitors in each of the four segments were targeted with one banner on the home page. Their experiences
were then further shaped by their response to each offer:
If they clicked on the banner, that offer remained persistent throughout the
shopping experience.
If they didnt click, they were presented with another banner until the offer bank
was exhausted or until they completed a transaction.
RESULTS
OVERALL
By segmenting their audience into smaller groups then targeting each shopper with banners based on
personal interests and online behavior, Kiehls empowered their visitors with choices that could drive their
experiences along the consideration path. This two-dimensional approach allowed Kiehls to identify the
most relevant offer for each customer class, resulting in an overall RPV lift of 11.59% relative to the baseline.
NAME
RPV Lift
Treatments
+11.59%
Baseline
Overall
+5.88%
hiconversion.com
CATEGORY
BY CONSIDERATION PATH
With HiConversion, Kiehls had the technical prowess to handle multiple possible outcomes based on
visitors reactions to different offers. Each of these reactions constitute a consideration path.
Each consideration path is tracked, allowing Kiehls to identify which overall web experience resulted in the
highest overall revenue lift.
RESULTS BY PATH
HiConversions in-depth campaign reporting goes well beyond simply describing which banner won. These
results detail the performance of each consideration path, highlighting the significant impact of shaping the
customer journey across the entire sales funnel.
hiconversion.com
CATEGORY
DEEPER PERSONALIZATION
The ability to display relevant content based on multiple dimensions gives our customers a
richer shopping experience and represents a key competitive advantage in the marketplace.
BETTER INSIGHTS
HiConversions analytics and reporting features help us to understand how trends in visitor
behavior can affect the performance of our digital content. With HiConversion, were able
to predict these trends with greater accuracy and actively manage our websites output and
efficiency.
ABOUT HICONVERSION
HiConversion is the leading provider of enterprise-level eCommerce optimization solutions. Founded in
2006 by a team of veteran entrepreneurs, HiConversions patented technology uses predictive analytics
and an adaptive algorithm in order to help retailers like LOral and National Geographic optimize their
digital content and generate more revenue in real time.
LEARN MORE
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