Results
500%
more sessions now result in a purchase
200%
more sessions now proceed to checkout
190%
more sessions now view a product detail page
Analysis of Customer data
Louis Poulsen, the lighting and lamp company, wanted to explore how customer data could be turned into higher conversion rates. Internally, they lacked experts who could collect the data and translate it into analyses that would highlight potential areas for improvement. That’s why they reached out to Vertica.
Analyse Phase
At Louis Poulsen, the company is filled with experts on lamps, lighting, and product use. These subject-matter experts were paired with Vertica’s specialists in process, analysis, and data collection. Together, we conducted user tests (think-aloud tests) and surveys, and analyzed tracking data from Louis Poulsen’s channels.
The studies provided a solid data foundation for improving the customer flow and conversion rates. We identified friction points on the site where customers had difficulties navigating. These findings were analyzed, and initiatives were launched to help customers move more easily through the purchasing process.
On the product detail pages, we optimized information about product usage and dimensions, making it easier for customers to get an overview and engage with the products. Additionally, we highlighted the benefits of purchasing directly from Louis Poulsen, strengthening the direct-to-consumer strategy.
By restructuring information for customers, we were able to increase the ratio of viewed product pages to items added to the cart, thereby boosting conversion rates.
Results
The insights gathered formed the basis for a knowledge catalog containing concrete tools and specific recommendations, which can be applied to new editorial initiatives on the website—and, importantly, when integrating new features on Louis Poulsen’s digital platforms.
Many of the identified initiatives required no external development; they were small changes that could be executed internally by Louis Poulsen’s own staff.
After implementing the new product detail pages, the company observed improved customer feedback in surveys and greater usability in user tests.
Additionally, after two years of continuous collaboration between Vertica and Louis Poulsen, the following results can be measured:
- Sessions viewing a product detail page increased by 30%
- Sessions adding products to the cart increased by 190%
- Sessions proceeding to checkout increased by 200%
- Sessions resulting in a purchase increased by 500%
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