Victoria Plum delivers an enhanced customer experience and a 7% lift in sales with Webtrends Optimize product recommendations
Victoria Plum designs, makes, and supplies a range of bathroom products from its headquarters in the East Riding of Yorkshire. Its innovative online approach to selling bathroom products, turned the traditional physical store approach on its head.
With no expensive showrooms, Victoria Plum can pass on savings to their customers, and just like physical bathroom stores, provide a design and installation service if required.
Since its inception in 2001 Victoria Plum has served over 2 million customers and continues to invest to provide innovative ways to help make their lives easier.
In a physical bathroom retailer, there are countless opportunities to upsell and cross sell products. Walk-through displays often show a combination of tempting merchandise to entice buyers to purchase ‘the total look’.
An online store is somewhat more challenged due to the inability to deliver an immersive experience and restrictions on the way products are often presented.
To help overcome this, product recommendations have now become commonplace. Product recommendations allow visitors the opportunity to view additional products which complement items already in their basket.
Whilst Victoria Plum already offered product recommendations, this was limited only to items that were in the same collection (“More from this Collection”) due to it being a manual process that restricted its configuration.
“Victoria Plum is a valued customer and a partner who is always looking at constant improvement to their online presence. Implementing product recommendations has enabled them to deliver greater relevant choices for their visitors, reduce the back-end manual process and increase conversions. It’s a win-win for everyone.”
Services Director, Webtrends Optimize
Victoria Plum was an existing customer of Webtrends Optimize for their conversion rate optimisation solution so replacing their in-house manual product recommendation solution with one from Webtrends Optimize was a natural progression.
Unlike the existing solution, Webtrends Optimize’s product recommendations are made using algorithms which can be fine-tuned to match attributes to the product displayed on the page. This would enable better aligned products as well as an increased capacity for more product suggestions to be delivered.
As with all new website changes, Victoria Plum AB tested the Webtrends Optimize product recommendation engine prior to making it live.
With the ability to show more product recommendations, two sets were displayed, “You may also like” (based on the Webtrends Optimize algorithm), in addition to the existing “More from this collection”
Over a test period of three weeks, the results on desktop were striking, showing a significant increase in lift across all steps of the buying funnel but a very impressive 7% lift in sales. By extrapolating these figures across a quarter it would also add hundreds of additional orders.
“Having AB tested the two, there’s no doubt Webtrends Optimize’s Product Recommendations engine was superior to our previous solution – and even better that it was available to us at no additional cost.
We consistently strive to make our customers lives easier and we’re now able to offer a more personalised product offering, tailored to what our visitors are actively browsing. The results exceeded our expectations, and we’ll continue to work with Webtrends Optimize to further enhance our online customer experience.”
Trading Director, Victoria Plum