Melvita adopts AI-powered feature to boost conversion rate

As customers are shopping online more than ever, brands hope to increase the consumer conversion rate to their website, as well as the overall UX experience. To achieve these goals, Melvita has launched a campaign with a number of features to enhance customers' intention to buy.

Prior to the campaign, Melvita's product page on its official website contributed to a handful of high volume exits and a low add-to-cart rate. In an effort to revert this, Melvita has implemented a social validation feature, displaying the number of other users that were looking at the product at the same time.

According to its partner Insider, the adoption of psychological marketing manifested a clear consumer preference to safety in numbers, and boosted customers' confidence to buy products in different checkout stages.

Meanwhile, Insider was quick to devise and establish personalised campaigns to drive consumer retention that included specific segmentations, resulting in an overall 28% conversion uplift on Melvita’s website.

“The decision to become Insider’s partner has been a brilliant move. We now have the capabilities and the tools we need to drive revenue across our digital channels and the confidence to move forward in ensuring a well-strategised plan of campaigns to drive growth for the summer season and rest of the year," said Ceres Yu, digital marketing and brand communications manager of Melvita, L'Occitane.

Insider has worked with more than 800 global enterprise brands with its AI-powered growth management platform which enables enterprise marketers to connect customer data across channels and systems, predict their future behaviours with an AI-powered intent engine, and orchestrate and deliver individualised experiences to customers.