Case Studies

Clarins UK Invests in Continuous Testing and Learning

30Markets worldwide

10Experiences/month

Innovating with Confidence: Clarins UK Strategy for Feature and Product Launches

Clarins uses testing and experimentation for all feature or product launches on their site. Learn how it informs their work and how they measure impact with AB Tasty.

Clarins is the number one global company for premium skincare and beauty products with a commitment to responsible beauty and an entrepreneurial spirit that informs everything they do. Their vision is to promote well-being and cosmetics for all women.

With over 150 markets around the world, the UK market is one of the strongest performers so we popped over to the Clarins UK office to speak with Roisin O’Brien, e-commerce trading manager, and Alejandra Salazar, e-commerce content manager, on their experimentation strategy.

Both Roisin and Alejandra use testing and experimentation as part of their everyday work. Their priority is to create the best experience that they can for their users. Data gathered from testing is analyzed to help them better optimize and personalize the customer experience.

The Importance of Continually Testing and Experimenting for Clarins UK

For Clarins, experimentation is woven into the fabric of the company. With the help of AB Tasty, their global team has enabled the company to become a leader in digital transformation, launching e-shops around the world and ensuring a consistent brand experience online and offline.

Clarins only pushes out significant features or products online once they have done testing first. As Alejandra describes it, “For us, backing up all experimentation with data is very important. The importance is that customers find products and what they need on the website, rather than complicating their journey.”

For us, backing up all experimentation with data is very important. The importance is that customers find products and what they need on the website, rather than complicating their journey.


Alejandra Salazar
E-commerce Content Manager

In order to drive that experience, both in-store and online, experimentation and optimization are key to how they continuously improve. Experimentation enables them to try out new ideas, improve the customer journey as well as reach their commercial targets.

We wouldn’t be able to drive the numbers that we do without being able to test the experiences that we offer. We always run tests on new promotions and offers to make sure that we’re delivering a great customer experience as well as ensuring the commercial priorities of the website 

Roisin O’Brien E-Commerce Trading Manager

Two variants that allowed the Clarins UK to effectively promote their gift sets with AB Tasty

Testing Gift Set Promotion

Because of this culture of experimentation, the UK team has deployed many different tests on their site – and shared those results with the global team.

One of their most successful tests was one where they encouraged users to opt for a gift set when shopping for certain items. Using AB Tasty to badge different products that were available as a gift set on the product listing and description pages, this simple test not only increased awareness, but also improved the transaction rate.

Roisin confirms: “Testing, experimenting, optimizing are all really important to continually improve on what we are already doing” We wouldn’t be able to drive the numbers that we do without being able to test the experiences that we offer. We always run tests on new promotions and offers to make sure that we’re delivering a great customer experience as well as ensuring the  commercial priorities of the website.”

      

Adding the wishlist functionality to the product listing pages and the product description pages allowed users to save their favourite products and remember to purchase them later on.

Creating a wish list for customers

Many e-commerce managers are aware of how important the PDP pages are to tell the story of your brand. Today, they can often be the point of entry for your users on your site, which means they need to quickly communicate a sufficient amount of information about your brand. With that in mind, using AB Tasty, Clarins was able to provide an option for visitors to create a wishlist on these pages.

This test meant users could save a product they liked, or keep an eye on their favorite products to buy them later. The test proved to be a success as it resulted in a boost to their basket page views and a 1.84% increase in transactions.

As Alejandra explains, “By adding the wishlist option, you’re simplifying the customer’s journey and you are also making their decision a little bit simpler once they decide to convert.”

AB Tasty helps Clarins to test and experiment at speed. In a short space of time, they can assess whether new features or changes are working on the site in order to give a seamless customer journey. As Roisin points out, “We’re really passionate about continually optimizing what we’re already doing well, whilst also testing new theories to drive a great customer experience.”


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