How Depend optimized the customer journey
A Case Study with CDP and A/B Testing
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.
The Challenge
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 solution
We have set up a continuous Conversion Rate Optimization (CRO) program, in which we continuously test, analyze, and optimize Depend's website. We do this primarily through A/B testing, first with Google Optimize and now with VWO. In addition, we recently implemented the Customer Data Platform (CDP) Spotler Activate to gain better insight into user behavior and needs.
Results from A/B testing
Our A/B testing has led to these valuable insights, among others:
01
Red discount labels
perform better than orange.
02
USPs on the homepage
increase conversions, but displaying USPs on the product range page does not.
03
A comprehensive step-by-step plan
at checkout increases the number of completed orders.
Implementation of the CDP
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.
Synergy between CRO and CDP
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.
Future
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.
If you would like to discuss ideas, I would be interested in talking to you. We have completed many projects. It would be great to share our experiences and find out what we can do for you!
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