Case Study · hessnatur
Many companies get stuck at the start of personalization because of the sheer number of options. At hessnatur, three experiences were live after four weeks, and all three increased revenue per visitor (RPV) by more than 10%.
Starting point
A personalization tool opens up hundreds of combinations of audiences and content. The question is not what is possible, but what works first and can be implemented quickly. Without that choice, the tool sits unused for a long time.
So we started with a few clearly justified use cases, aligned with the buying motives of hessnatur's customers. In four weeks, we went from tool implementation through template development to rolling out the first three experiences.
Result
The experiences speak to customer types with different motives. Those who value brand and values see the brand promises. Those who want guidance get matching product recommendations. Across all three experiences combined, revenue per visitor (RPV) rose significantly, by more than 10%.
Client testimonial
What this means
Three well-chosen experiences with measurable results convince people internally more than a roadmap with three hundred ideas. They show the value of personalization before big budgets are committed, and they lay the groundwork for the next step.
D2CRapid Growth Engine
+54%
Conversion rate in three months
AI delivers customer understanding and tests in days instead of weeks. 59% of experiments win; the benchmark is 20 to 30%.
ElectronicsPersonalization
+18.2%
more revenue
From 200 data points, a profile of each visitor emerges in real time. The messaging adapts long before checkout begins.
FashionPersonalization
> +10% RPV
in 4 weeks
A few clearly justified use cases instead of hundreds of possibilities. All three first experiences beat the control group.
Conversion optimization
+€44.88 million
Net revenue in three years
A Motivation Lab showed why customers hesitate in the shop. From that grew a program of 50 to 60 experiments a year.
TelecommunicationsConversion optimization
+30%
more orders, cumulative
A proof of concept with uplift targets agreed in advance proved the value of experimentation. Today freenet runs the program itself.
D2CCustomer centricity
7 jobs
Purchase motives built into the product
Ten jobs-to-be-done interviews revealed what turns first-time buyers into repeat customers. air up used the results in shop, product, and service.
Sneakers & streetwearCustomer retention & loyalty
+22%
more contribution margin
We followed A/B tests all the way into the merchandise management system. The variant with 43% more orders still delivered 22% more contribution margin after returns.
Customer centricity
+15.3%
Revenue per visitor
One template for 15 country shops hid opposing effects. A dedicated concept for Switzerland delivered 15.3% more revenue per visitor there.
B2B softwareCustomer centricity
+€5.2 million
Revenue
Personas and jobs to be done led to 33 tests with a 52% success rate. That made customer centricity part of the daily work.
EnergyPersonalization
4 streams
along the customer journey
A vision of a personal customer journey became three customer types, four prioritized streams, and a five-phase roadmap.
Conversion optimization
+€22.8 million
Value contribution per year
Our experts supplemented the in-house team. Today, every important decision is tested first.
ShoesRedesign validation
+16.2%
Uplift after the redesign
Every major change was checked in an A/B test before going live. That turned the risk of a relaunch into a measurable gain.
Equestrian sportsRapid Growth Engine
1,493%
ROI in two years
As an external growth team, we increased the speed and hit rate of testing. Out of that came our model for fast testing in D2C.
School suppliesPersonalization & MVP
+32%
higher conversion rate
Concept and shop module were each built in one week. After five weeks of testing, the benefit of the new personalization was proven.
Grocery retailPersonalization
3 segments
per channel as a starting point
Each channel got its own roadmap with prioritized use cases. Dependencies between channels are now visible and plannable.
Online marketing
+6.7%
Purchase interest from the stronger motif
Motifs and messages of a large image campaign were compared with the target audience in advance, including across markets.
Jewelry D2CConversion optimization
> €4.5 million
Additional revenue 2017 to 2019
A MotivationLab showed what makes jewelry buyers uneasy online. The strongest levers came from consumer psychology and were proven in A/B tests.
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