This is the presentation of a talk I gave at "etailment conference" in 2019. It's about our learnings personalizing the customer experience.

1. HOW PERSONALIZATION CAN IMPACT
15-20% OF YOUR DIGITAL REVENUES
André Neubauer, CTO
Berlin, 13.11.2019

2. Who are we - Mister Spex at a glance
Largest European Online Optician
More than 2 Mio. customers
Operating in 10 countries
Multichannel approach
> 500 employees
Value Proposition
Largest assortment in stock,
best value for money, and
best customer experience

3. #1 Segmentation and Personalization
 deliver the right content to the right audience – Convenience, Inspiration vs. Trust
#2 Product recommendations
#3 Content injection for campaign and onsite support
 better serve local needs in various countries
 ease to use, fast time to market, low DEV effort
WHY DID WE START LOOKING FOR A CUSTOMER EXPERIENCE PLATFORM?
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4. PERSONALIZATION 101
„Personalization [...] consists of
tailoring a service or a product to accommodate specific individuals
[...] Organizations use personalization to improve customer satisfaction, digital
sales conversion, marketing results, branding, and improved website metrics as
well as for advertising.“
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https://en.wikipedia.org/wiki/Personalization

5. CONFIDENTIAL
OUR HOMEPAGE STORY
…. SO FAR
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6. GENDER SEGMENTATION MAKES IT EASIER TO DELIVER BETTER SESSIONS
ACROSS WEBSITE
A – Carousel B – Gender teaser
Bounce rate: -10% // CTR: +38% // CR: +3%
Hypothesis: By exchanging a carousel by static elements the engagement of users increases what leads
to a lower bounce rate and an increased CTR on the main teaser elements.

7. PG USERS INTERACT BETTER WITH CATEGORY SPECIFIC CONTENT ON THE
HOMEPAGE
A – Default B – PG
Category specific content increased the CTR significantly
Hypothesis: By showing category specific content the user is more addressed because the content has
more relevance and therefore the interaction with the homepage will increase.

8. PG USERS INTERACT BETTER WITH CATEGORY SPECIFIC CONTENT ON THE
HOMEPAGE
A – Default B – PG
Category specific content increased the CTR significantly
Hypothesis: By showing category specific content the user is more addressed because the content has
more relevance and therefore the interaction with the homepage will increase.

9. CTR UPLIFT FOR CATEGORY SPECIFIC CONTENT WAS HIGHEST FOR CL USERS
A – Default B – CL
Category specific content increased the CTR significantly (incl. Top Nav).
Hypothesis: By showing category specific content the user is more addressed because the content has
more relevance and therefore the interaction with the homepage will increase.

10. FEMALE USERS DO NOT REACT DIFFERENTLY ON GENDER SPECIFIC CONTENT ON
THE HOMEPAGE
Hypothesis: By showing gender specific content the user is more addressed because the content has
more relevance and therefore the interaction with the homepage will increase.
A - Default B – Female
Because of no differences in non of the KPIs, gender specific content seems not to be
more relevant then the default content.

11. CONFIDENTIAL
BESIDE THAT –
WHAT WE USE DY ALSO FOR
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12. PRODUCT RECOMMENDATION
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Hypothesis: By showing similar products customers get a faster overview of relevant products.

13. BASIC A/B TESTING
A – Default B – Showing voucher code
DR: +12% // CR: +8%
Hypothesis: By showing the voucher code without any customer interaction, deal rate and conversion
will increase.

14. FILL HOME TRIAL BASKET WITH RELEVANT PRODUCTS
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15. TRY TO CONVERT A VISITOR INTO A CUSTOMER (WITH A VOUCHER) SHORT
BEFORE (S)HE LEAVES
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16. CONFIDENTIAL
HOW IT WORKS …
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17. INITIAL INTEGRATION INTO OUR SYSTEM LANDSCAPE WAS STRAIGHT FORWARD
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<Tracking>
<Customization>
<Data feed>
<Order>
<Customer>
<Product>

18. CONFIDENTIAL
PERSONALIZATION 2.0
–
MACHINE LEARNING POWERED
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19. AUTO-ALLOCATION TEST OF DIFFERENT COMMUNICATIONS
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Putting AI to work drove the highest possible impact in the shortest time  CTR: +67%

20. SMART DISPLAY ORDER
Smart Standard

21. CONFIDENTIAL
THE UGLY TRICKY PART
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22. OUR LEARNINGS SO FAR
(1) Personalization is affecting the entire organisation – Productmangement, Marketing, Business Intelligence, Tech,
etc
(2) Individualising the customer journey takes times – going for machine learning approaches requires data and
trust
(3) „Final“ result can be quite complex – hard to measure and compare
(4) Client-side personalization comes at a certain costs – easy integration but footprint can be large/ resource-heavy
(5) DY is a powerful and easy to use tools – avoid misuse
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23. THANKS!
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Andre.Neubauer@Misterspex.de