Würth UK increases sales with personalized product recommendations and cart abandonment emails
Find out how Würth UK increases conversion rate and grows their marketing database.
Product recommendations, triggered emails, social proof, dynamic banners, data capture popovers
The Würth Group is a market leader in the development, production & sale of fastening & assembly materials, chemical-technical products & PPE.
After comparing several personalization tools, Würth UK chose Fresh Relevance. We spoke with Reece Smith, User Experience Supervisor & Online Shop Coordinator at Würth UK to learn more about their success story.
“We never thought we could find software where we could drag and drop content onto our site until we found Fresh Relevance. The changes we wanted to make to our website are now easier and more possible. The Site Editor itself is worth the money for us as we don’t have the power to do that ourselves. We couldn’t be happier with a 3rd party tool,” says Reece.
return on investment from product recommendations in the UK
increase in revenue from Fresh Relevance product recommendations in the UK
increase in AOV from Fresh Relevance product recommendations in the UK
Before Fresh Relevance, Würth UK’s recommendations consisted of a product description and an image. Now, their recommendations include popularity messaging and an ‘add to basket’ button, with plans to add pricing to them too. And with a mindset geared towards constant optimization, Würth UK is using Fresh Relevance’s testing and optimization module to test the wording on their ‘add to basket’ call-to-action buttons on product recommendations to help provide the best user experience and generate the most clicks.
Since implementing Fresh Relevance product recommendations, Würth UK has seen a 72.4% increase in revenue vs their old product recommendations, as well as a 12.8% increase in AOV. In Ireland, they’ve seen an 89.1% increase in revenue and a 10.5% increase in AOV from Fresh Relevance product recommendations.
Product recommendations have always played a big part in Würth UK’s marketing strategy, and while they were already seeing results with this tactic, the in-house tool they were using was complicated and made it hard for the team to make changes. They also lacked control over the look and feel of the recommendations.
The business was keen to have a quick and easy transition with Fresh Relevance and get recommendations implemented from the get go. “Fresh Relevance had our recommendations up and running within a few days. They’re super easy to edit and the UI is nice,” explains Reece.
Würth UK uses different types of recommendations for different parts of their website. On their homepage, popular products are displayed based on what current site users are browsing and what’s been looked at in the past 48 hours to help guide new visitors towards best selling products. On the product page, ‘frequently bought together’ recommendations are shown based on what people who purchase the product also buy, to showcase products that work well together and increase AOV. Also on the product page are recommendations based on the user’s interaction with the site blended with what other users are browsing.
At the bottom of the page users can also see their search history, so they can quickly and easily find their recently browsed items.
Würth UK includes popularity messaging on their product recommendations and PDPs, displaying how many shoppers are browsing or have recently bought the item. “Popularity messaging allows us to back up the fact that Würth sells quality products and helps provide a good customer experience,” says Reece.
The business has also made use of Fresh Relevance’s integration with Feefo. “We used to display our Feefo rating on the homepage but it didn’t look right. Now, the stars are shown under each product name and the product reviews appear in a popover when customers click on the rating,” explains Reece.
Customers on the Würth site need to be logged in to view prices, due to the nature of the industry, so the business has used Fresh Relevance to create a bold dynamic banner with clear messaging to encourage shoppers to log in/sign up. “The dynamic banner has already reduced the number of people who get in touch saying they can’t see the price,” says Reece.
Würth UK also displays a banner with information about their next day delivery deadline, which includes a countdown timer to increase urgency.