33% Uplift in Add-to-Carts
Challenge
De Beers wanted to enhance their digital shopping journey and reduce drop-off on engagement ring pages.
Result
- 33.43% uplift in add-to-carts
About De Beers
Founded in 1888, De Beers Group is an international corporation specializing in diamond retail.
Headquartered in London, they continue to operate 35% of the world’s rough diamond sales, grossing several billion pounds each year.
The company has also pioneered new technology in the diamond industry, having built a blockchain tracking system for product traceability.
Leaning In
Redesigning aspects of the online experience to better match that of the bricks-and-mortar store helped to create an omnichannel journey.
Shoppers tended to use the website as a showroom, eventually visiting the physical shop to purchase what they’d seen online.
LeanConvert Solution
Insights and Impact Mapping
LeanConvert combined behavior analysis, optimisation technologies, and our unique impact mapping methodology to understand where and when shoppers were dropping off of engagement ring pages, and then to remedy the issue.
Customer Empathy
By rearranging the filters so that they were ordered from most important (carat) to least important (size), with “importance” being determined by analysing shopping behavior, shoppers were much more likely to reach the end of the selection process. Understanding what was important for De Beers customers was crucial.
Frictionless Experience
We mimicked the ease of in-store shopping by automatically opening and closing consecutive filters (rather than forcing the shopper to click through each one
We wanted a partner that understood optimisation as well as luxury — someone that could help accelerate transformation but also get results during the process. When it comes to engagement rings, the selection process is supported in the store by a diamond expert. Online, the customer doesn’t get the same support. We needed to improve that so that the two experiences could better match. Successfully doing so led to a massive increase in customer conversion.
Michel Tjoeng
Head of Digital and Customer Experience
