How Depend optimized the customer journey

Depend, a brand of Kimberly-Clark, offers solutions for incontinence problems. With a wide range of absorbent products for both men and women, Depend ensures that users feel fresh and dry all day long.

Depend focuses on an older target group that interacts with websites differently than younger generations. The challenge was to create a clear and easy-to-navigate webshop so that users could order their products without distractions and with clear instructions. Traditional CRO principles did not always work well with this target group, requiring a specific approach.

Our A/B testing has led to these valuable insights, among others:

• Red discount labels perform better than orange ones.
• USPs on the homepage increase conversions, but displaying USPs on the product catalog page does not.
• A detailed step-by-step guide at checkout increases the number of completed orders.

The implementation of the Customer Data Platform was aimed at improving the user experience. For example, users can easily reorder their most recently ordered products and related products are displayed. In addition, discount codes are automatically filled in at checkout, which further simplifies the ordering process.

The insights we gain through the CDP form the basis for new A/B testing. This creates a powerful synergy between the tools, resulting in continuous improvement of website performance.

Thanks to the implementation of the CDP, we now have an even better understanding of the needs of Depend's target audience. With this data, we can make the website even more user-friendly and further increase the conversion rate. We will continue to work with Depend to strengthen their online presence and customer focus.