ZIZZI
Optimal UX and personalisation increases conversion significantly
The chain's online ambitions are high - the webshop must be market leading in the same way as the chain's physical stores.
Market leading webshop
Zizzi is the Nordic countrie´s largest chain within curvy fashion with over 120 physical stores. The chain's ambitions for the webshop, which opened on the Danish market in 2015, are high - it must be market leading in the same way as the chain's physical stores.
To accommodate Zizzi’s objectives optimal user-friendliness has been integrated in all aspects of the shop in design as well as in the development of Zizzi's new webshop and not least in relation to the channels in which Zizzi decides to interact with its customers.
As a result, the webshop is developed in a responsive design allowing the customers who visit the webshop from, e.g. tablets or smartphones, to be met by the same high level of user-friendliness. The members of the customer club Club Zizzi can also log in with their club login and have the same advantages in the webshop as in the physical shops.
Explore Zizzi´s webshop.
Highlights
- Unique insights through user surveys and subsequent re-design increased mobile conversion by 33%.
- Personalization module has improved the chain’s online performance - among other things, the conversion rate is increased by 150%.
- With 120 physical stores in 5 countries and webshop in 9 countries, Zizzi is the largest Nordic chain within curvy fashion.
Redesign of the original webshop
Two years after the launch of Zizzi's international webshop it was time for a redesign of the solution in order to also get the visual expression up-to-date and use the entire width of the larger screens which most users have today.
To identify the functional and converting features and find design elements with the opportunity to improve, it was decided to involve Zizzi´s customers directly. Through qualitative user tests of the former webshop, UX experts observed the navigation of the test persons round the site and listened to the thoughts behind their actions. These tests have given Zizzi an even better insight into how the customers act and made it possible to optimise the webshop accordingly.
The results from the user test have been divided into three categories – high, average and low – based on the importance of improved user experience and all significant design and feature changes are, of course, split tested before final implementation.
The changes to the redesign have resulted in an optimal user experience on the mobile and the customers have certainly repaid it by an increased conversion rate of nothing less than 33.14%.
Another finding which the user test clearly indicated was that the test persons did not receive what they expected from the webshop’s sorting options. An example is that several of the test persons commented on the standard sorting where they could choose the sorting option 'Zizzi recommends'. Here it was expected to become inspired and tempted by products which Zizzi considered to be hot fashion wise and not, as was the case, basis products.
Zizzi has now changed this in connection with the redesign by optimising the standard sorting with new options which meet the customers’ expectations. On average this has provided a conversion improvement of 2.1% and a conversion boost of up to 20% dependent on the specific content.
I think that it is much easier to navigate the webshop now– especially from my smartphone. It is so easy to take a quick look to see if there are some new, exciting products. That is often the case so of course it is quite tempting to 'just take a look' ...
Personalisation improves conversion rate by 150%
By improving the recommendation of relevant products in the webshop to its customers and by making emails personal, Zizzi, has improved its online performance considerably on several parameters – e.g. an increased conversion rate of an impressive 150%. The technology behind it is called Raptor and is a regular collaborator in Bizzkit’s ecosystem.
Data mining, sophisticated algorithms and machine learning sounds complicated but today the Raptor technology is a standard product which is easily and cheaply implemented in the Bizzkit e-commerce platform via the new jointly developed Bizzkit Raptor module and is subsequently adjusted to the individual company’s needs using a minimum of development hours.
The experience of feeling important and receiving relevant product offers is guaranteed by Zizzi’s competent staff in the physical shops. The Raptor-Bizzkit cooperation ensures the same experience when the customers shop online.
Using Raptor’s technologies, data about each individual customer is collected, recognised and processed. The processed data provides an understanding of the customer’s behaviour which makes it possible to create individual customer profiles down to a 1:1 scale. In this way, offers, news and product suggestions can be targeted at the customers personally.
In addition to an increased conversion rate of 150%, the personal and optimised shopping experience has resulted in a 28% larger basket size and a ROI of 40% for Zizzi. Powerful results that emphasise the importance of using personalisation continuously.