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Euroflorist, a leading European online florist, recognised the need to enhance its digital presence to remain competitive in the rapidly evolving online marketplace.
The company’s primary goal was to increase website conversion rates by improving user experience and offering a more personalised shopping journey. To achieve this, Euroflorist adopted an AI-driven strategy that focused on massively multivariate testing to identify the best-performing website design elements.
AI-Powered Multivariate Testing
What They Did:
- Partnered with Evolv AI, a platform designed for massively multivariate testing, allowing Euroflorist to simultaneously test thousands of website variants.
- Identified key variables such as layout, color schemes, call-to-action buttons, and product placement for optimisation.
- Created multiple variants of the website, each incorporating different combinations of the identified variables.
Why It Worked:
- Enabled rapid experimentation, accelerating the process of finding optimal designs for higher conversion rates.
- Reduced the reliance on traditional A/B testing, allowing Euroflorist to test a broader range of variables in less time.
- Improved decision-making by leveraging real-time data and AI-driven insights.
Real-Time Data-Driven Optimization
What They Did:
- Used AI to monitor user interactions in real time, gathering data on how visitors responded to different design elements.
- Continuously analysed user behaviour to refine website design and content, ensuring the best-performing combinations were retained.
Why It Worked:
- Allowed for ongoing improvement as the AI continuously learned and adapted based on user behaviour.
- Improved user engagement by offering a more intuitive and visually appealing website experience.
Enhanced Customer Experience
What They Did:
- Deployed AI-driven personalisation tools on their e-commerce platform to recommend products based on user behaviour and preferences.
- Enhanced in-store experiences by using AI to predict optimal staff allocation and reduce wait times.
Why It Worked:
- Increased conversion rates on e-commerce platforms by showing customers items they were more likely to purchase.
- Improved in-store efficiency and customer satisfaction by reducing operational bottlenecks.
Key Results
- Conversion Rate Increase: Achieved a 4.3% uplift in website conversion rates, leading to higher sales and revenue.
- Optimised User Experience: Created a more user-friendly and appealing website, resulting in improved customer satisfaction.
- Reduced Bounce Rate: Fewer visitors left the site without making a purchase, increasing engagement and time spent on the platform.
Key Takeaways
- Leverage AI for Multivariate Testing: Using AI to test multiple website variables simultaneously can significantly accelerate the optimisation process.
- Adopt Continuous Optimisation: AI-driven strategies allow for real-time analysis and continuous improvement, ensuring long-term success.
- Focus on Data-Driven Design: Relying on high-quality data rather than assumptions leads to better design decisions and higher conversion rates.