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Caruna’s personalization use cases to improve customer experience

Caruna’s personalization use cases to improve customer experience

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Personalization has now extended to the entire customer experience. Customers expect personalization throughout their interactions with a certain brand in multiple customized touchpoints that let them allocate their time and money according to their preferences. They respond better to offers and communications that are uniquely relevant to them, hence driving up customer loyalty and allowing brands to gain a sustainable competitive edge.

Aino Salste (Head of Marketing and Digital Customer Experience) from Caruna, Thomas Djupsjö (Head of CRO) from dentsu, and Maija Erkheikki (Chief Channel Officer) from Frosmo had a great discussion about Caruna’s personalization use cases on how to drive customer experience on Frosmo’s LinkedIn Live last April 16.

Aino explains how customers use Caruna’s digital services — that the customers come automatically to Caruna’s electricity customers once they move to Caruna’s electricity network area. Therefore the digital services are not developed for the purpose of acquiring customers but rather helping them as needed in often challenging situations. 

“Because of the nature of our business, our customers need our digital services quite rarely. But when they do, there are a few customer touchpoints such as storms coming up, facing a power cut, questions about invoicing, or the need to get electricity services for a new house.” 

Aino Salste, Head of Marketing and Digital Customer Experience, Caruna

Improving customer experiences in Caruna’s digital services starts with identifying the customer journey and actively gathering user data. The digital services needed to include systematic measuring of the online services and systematic data utilization hence the collaboration with dentsu’s experts. Dentsu started with mapping all the online data and setting up tracking to understand behavior and intentions of site users. To gather the data, dentsu’s experts used heat mapping tools, recording sessions, and A/B testing so that all actions are data-based.

The increasing knowledge of customer behavior in Caruna’s digital services and the desire to serve the customer in a more personal and targeted manner paved the way to use website personalization. According to Aino, personalization is also a great way to save time through automated and scheduled updates on the website.

 

Personalization use cases

Maija mentioned that the biggest challenge that many customers face is finding out where to focus first with personalization and how to start. To get on the right track, Caruna started the personalization journey with dentsu and Frosmo. The first steps were to categorize three different personalization use cases.

Caruna personalization use cases

1) Rule-based personalization:

A segment of users is specified according to their behavior on the site. Specified rules are set to change the front page according to the behavior. 

2) Algorithm-based personalization: 

The content recommendation engine lifts up both the content previously viewed by the user and the content viewed by other people. 

 3) Location & API-based through weather data:

Based on the third-party information such as location and weather forecasts, helpful information is automatically shown to users  on the front page to guide them through a weather phenomenon.

 

Weather-based personalization: why and how to do it

The exceptional factor about weather-based personalization is that it requires the actual weather phenomenon to be able to test it. Maija recalls that this was the first time that the POC (proof of concept) was scheduled to include at least one storm. Luckily the storm came and the weather-based personalization was put to test with good results. 

The key findings were both interesting and successful. According to Aino, during the POC and actual storm, Caruna was able to guide the customers through online services to find the information they needed better than before and the content recommendations also worked really well. This led to a deeper understanding of what to improve in the future and how to develop the use of weather data. 


Various visitor segments: how to identify them and what to offer to
them

In the statistics, it was clear that conversion rate (CVR) got up in each personalization use case. A rule-based personalization affected the CVR +2,13%, algorithm-based personalization +5,58% and location and API-based personalization +11,89% (desktop) and +20,15% (mobile). Therefore according to Thomas, it was clearly visible that the site users are interested in the provided content and that the level of personalization has an impact on how much people are converting. 

“The more personalized the test is, the higher the conversion rate is.” 

Thomas Djupsjö, Head of CRO, dentsu

 

Great results by Caruna with the help of Frosmo and dentsu

The collaboration between Caruna, dentsu, and Frosmo has been fruitful and the results have shown the power of personalization. Aino encourages companies to try new possibilities by identifying the need and testing to analyze the results. If the idea doesn’t work, it can always be stopped. Good partners, such as dentsu and Frosmo, can help with decision-making.

The experts encourage companies to focus on carefully specifying segments and truly understanding the customer. The first step is to try and get ready to fail. Save time through personalization and content recommendations.  

“One thing I want to highlight from the content recommendations which often surprises our clients is how often people actually want to come back to the content they have read earlier. The click-through rate of the “this is what you last read” always comes as a surprise. ‘Picking up where you left off’ makes the journey smooth and friction-free” 

Maija Erkheikki, Chief Channel Officer, Frosmo 

To succeed in a digital environment, it is essential to enhance the power of personalization. As seen in Caruna’s weather-related personalization use cases, personalized content leads to better conversion rates and thereafter guarantees a high-class customer experience. 


Caruna is an electricity distributor in Finland that maintains, repairs, and builds a weatherproof electricity network for its over 700,000 customers in Finland. The coverage area is South, Southwest, and West Finland, as well as in the city of Joensuu, the sub-region of Koillismaa and Satakunta. Caruna’s electrical network is over 88,000 kilometers long. 

dentsu specializes in strategy and consulting, research & analytics, content, media, data & technology, and creativity & customer experience management (CXM). 

Ready to improve your customer experiences

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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Benefits of headless commerce for your online selling goals

Benefits of headless commerce for your online selling goals

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Ecommerce teams are challenged with building dynamic fast performing sites, growing sales and engaging with customers on a personal level. Traditional ecommerce platforms often get in the way of hitting these goals due to rigid, monolithic architecture. In order to successfully support modern business requirements, a new breed of platform services built around creative freedom and access to core platform services is becoming the new standard – it’s called headless commerce.

Headless commerce is defined as the separation of the customer-facing front end of an ecommerce site, from the backend business logic and commerce functionality. The decoupled architecture uses APIs to enable developers, and marketing and business teams to create better buying experiences for customers perfectly suited to their needs.

These types of experiences are becoming increasingly important for digital sales. Customer acquisition costs are rising across the board, and many merchants agree that one of the best ways to offset these costs is upgrading your customer-facing digital experiences. Headless commerce platforms are an effective way to make it happen.

Let’s review a few of the biggest benefits of headless commerce and how its unique architecture allows you to weave more personalized customer experiences throughout your sales process.

 

Headless commerce supports site performance

First, let’s look at how headless architecture affects the nuts and bolts of your customer experiences – website performance. Headless commerce supports a simple and fast experience for all users across any channel or device.

The benefit comes from how headless is built. With headless, your content management system (CMS) is separated from the backend, business logic layer (the commerce engine itself). Aside from opening the doors to a world of new selling opportunities (which we’ll get into below), this architecture supports quick connections between services and APIs. In turn, this means pages aren’t bogged down by lengthy loading times that detract from the customer experience.

And slow loading times can certainly do some damage to your bottom line. We’ve all heard the data on how page performance affects the customer experience.  Up to 47% of customers expect a website to load in two seconds, and 40% will abandon websites that take more than three seconds to load.

When this sluggish performance hits customers during their product research or checkout processes, it can be highly detrimental to your selling goals. But with headless, your site architecture stays lean and mean – providing a simple type of web architecture that’s fast, efficient, and perfectly suited to your selling goals.

 

Create omnichannel marketing potential

As we know, a key aspect of personalization in any industry is meeting customers where they live. It’s no secret that modern customers shop through a variety of channels these days, often using websites, mobile, social media, and even on-site applications like live chat to see their goals met.

Reaching these customers on their preferred channels can pay dividends. Companies with omnichannel customer engagement strategies retain, on average, 89% of their customers compared to those without. Unfortunately, this is one area that can be a big resource drain for unprepared businesses. Companies that want to stay productive need simple ways to reach prospects across each of these channels without getting bogged down in extensive IT investments.

This brings us back to headless. The decoupled headless architecture delivers functionality to each of your sales environments, regardless if they’re on-site, on mobile, or offline. All data created from these channels are managed and maintained in a single platform that integrates with each of your information management systems.

Put another way, headless allows you to build any type of ecommerce experience across each online sales channel without worrying about frontend platform restrictions. It’s the most efficient and customizable way to deliver simple, personalized experiences to all customers no matter what channel they prefer.

 

Respond to opportunities at speed

Another important benefit of headless is how it lets you bring in additional functionalities and features to respond to new marketing opportunities – even when you have limited developer resources. You’re free to explore new integration solutions without substantial investments.

In personalization terms, this gives you an easy way to adapt your strategy to capitalize on those micro-moments of ecommerce shopping. Whenever you identify a new opportunity to contact customers with a personalized offer, promotion, or incentive, it’s easy to set up and deploy through your headless commerce platform. With the full-coverage API that underlies a headless commerce service, the front-end experience can request and make use of the complete ecommerce data structure when it’s needed to build customer experiences.

For example, specific customer data points, purchase history, and recently ordered items are all available through API requests at specific touchpoints. Front-end developers are no longer blind to the customer data when building.

And as we know, this type of personalization is crucial to marketing success. 90% of customers find personalized marketing content appealing, and 80% agree that they’re more likely to make purchases from brands that offer personalized experiences.

The headless strategy makes it simple to respond to emerging opportunities when they’re fresh, particularly when compared to the slower-moving nature of monolithic ecommerce platforms.

 

Support scalable growth

As a company grows, so too will its ecommerce needs. Hosting, traffic, data management, and engagement strategies will all need to evolve alongside the enterprise. Headless commerce delivered through software-as-a-service (SaaS) is your answer here.

With flexible headless solutions, you can scale your company’s commerce functions up or down as needed. You’ll have more agility to respond to new business opportunities and built-in flexibility for supporting different commerce goals. Compare this with on-premise architecture, where companies are stuck with tightly-integrated systems that struggle to scale. When everything’s connected, even small changes to the system can create downstream disruptions to functionality.

With SaaS headless, you get a new way of managing your commerce experience that grows alongside you without requiring substantial time, resources, or labor investments.

 

Key takeaways

  • Headless commerce supports an ecommerce experience that’s flexible and functional across nearly any online selling goal.
  • Headless solutions streamline ecommerce architecture to speed up page loading times and site performance overall.
  • The flexibility of headless solutions gives companies more freedom to respond to new marketing or sales opportunities while they’re hot, across any channel that makes sense for the customer.
  • Agile solutions like headless are easy to scale alongside the enterprise, guaranteeing your system will be ready to support you as your commerce needs evolve.

 

Create streamlined and personalized experiences through a new commerce approach

Headless commerce is a fast-growing strategy in ecommerce for one reason: It makes it easy to provide exceptional, personalized experiences to all customers across every channel they use by leveraging the complete eCommerce data set.

Look at your own system to see if you have these features for yourself. Does your marketing team have the flexibility to design, build and deploy the type of storefronts to support every channel you need? Can you deliver simple, personalized web-focused experiences across each part of the customer journey?

Tightly-integrated ecommerce platforms aren’t the easiest way to enable these customizations, but with headless commerce solutions, like Slatwall Commerce, you have the freedom to set up any type of online selling experience you want. And that’s a type of personalization that’s hard to beat!

Slatwall Commerce is a modern ecommerce platform that combines enterprise features with headless commerce flexibility securely in the cloud. A complete ecommerce platform with open source roots, Slatwall Commerce is available as a SaaS solution providing a full suite of tools and functionality for business and marketing teams while being developer-friendly.

Companies from startups all the way to enterprise-level have chosen Slatwall Commerce to power their critical business applications and storefronts because the platform is robust, yet flexible, and is architected for ease-of-use and to grow with your organization without compromise.

Frosmo’s personalization software and Slatwall Commerce’s modern ecommerce platform will empower companies to bring tangible results, and support their growth.

Watch LinkedIn Live:

Personalization and headless commerce

About the writer: 

Brad Gustavesen is CMO and partner of Slatwall Commerce, located in Worcester, Massachusetts. Brad is responsible for building awareness of the Slatwall Commerce platform as well as working directly with agency partners, technology partners, and other services in the ecommerce ecosystem. Brad’s experience as an ecommerce manager and developer gives him a unique perspective on building and creating successful ecommerce operations.

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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Swisslos significantly boosts players through improved customer experience and personalization

Swisslos significantly boosts players through improved customer experience and personalization

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Swisslos is a national lottery game provider from Switzerland since 1937. The games include lotteries, sports bets, and instant tickets in the entire territory of German and Italian-speaking Switzerland and Liechtenstein. The company transfers its entire net profit to support public causes.

Swisslos also offers Bingo – a new type of online entertainment product on their site. The unique feature of this product is that users can play live with and against each other. The chat enables social exchange. There’s also a guarantee for a winner in every draw.

Now the challenge was to get the Swisslos’s existing customers, who have never or hardly ever played bingo to get interested in the game and get them to try it out themselves. At the same time, the company also aims to make an enticing and inspiring promotion so visitors will be motivated enough to explore the other products on the site.

 

The Bingo Ghost

The Bingo Ghost of Swisslos

The campaign was launched just for Halloween, so it has a ghost that steals a bingo ball and hides it within the whole site. The web visitor should find the ghost by going through the different pages of the Swisslos website. When the ghost is found and clicked, the visitor receives a small deposit to play Bingo a maximum of five times.

Hypothesis: The promotion will increase the bingo customer base. The hiding ghost should increase the interaction with the website, especially the bingo platform. This means more bingo players, more sales, higher click-through rates, and increased length of stay.

“With a 24% increase in sales, I’m grateful to work with Frosmo personalization professionals who understood the importance of customer experience in delivering the cross-selling targets in iGaming,” said Sophia Michaelis, Product Manager at Swisslos.

The results are significant. Before the promotion month in November 2020, the sales increased by 24%, and active players by 45% compared to the daily average in 2020. After the promotion, in the evaluation period of one month, the sales were still up by 17% and active players were up by 21%.

Swisslos increases sales by 30%

Ready to double the number of players on your iGaming site?

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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A marketer’s dilemma: Overcoming the challenge of IT resourcing in iGaming

A marketer’s dilemma: Overcoming the challenge of IT resourcing in iGaming

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At Frosmo, we’ve seen how our iGaming customers battle with time management and struggle which of the many tasks should be prioritized, with the IT team usually at the forefront of any project.

The IT team is most likely involved in every project that the company runs, whether it be from GDPR, UI changes, CRM/back-end changes, etc. They work with game providers, banking, KYC, registration flow, and other important tasks that not only keep the site up and running but also compliant with ever-changing local and international laws and requirements.


The real cost of creating an in-house IT team

With the increase in big data and the emergence of AI, cryptocurrency, VR games, and eSports, the workload and strain on the IT department are only set to increase in the coming years.

It’s then no longer a surprise that when a request comes from the marketing team to update the row of the most popular games on the site or change the content of a banner, it is not put on top of the pile. With a huge work backlog, it can actually take months for the simplest changes to be implemented and by then, the campaign has already ended or no longer updated.

These irregular, ad-hoc, more tactical changes should be left in the hands of the team that works closely with them, whilst leaving the more strategic site changes to the IT team.

We’ve also come across other solutions that utilized the IT team in creating personalization platforms from the ground up. Doing an in-house personalization project may seem like a good idea at first because using your available resources looks more practical. But in the long term, the IT team would also need to build a user-interface for the marketing team to change and monitor personalization. The whole process just adds another layer of complexity to the IT team as they need not only to maintain and upgrade the personalization-related code but also the user interface to manage this. Marketing will also require changes to this UI.


Automated testing brings many benefits for iGaming companies

A good personalization solution should ideally be able to run comparison tests, such as A/B or MAB tests that bring clear business benefits such as bigger returns and reduced time. By automating the content selection, the casino manager or the marketing team can drastically reduce the time spent on manually selecting game content shown in each market. But the entire work must maintain a simplified UI if it will be run and analyzed by the marketing team, or else, it will be controlled by the IT team, who will set it aside, as mentioned previously, because it’s not their top priority.

Now isn’t it time we reduce the strain on the heroic IT guys and let them concentrate on the important tasks they were hired for in the first place?

Contact us and let us help you with your personalization journey.

Want to hear more about Frosmo’s personalization for iGaming?

Read about our great success stories.

About the writer: 

David NelsonDavid Nelson works at Frosmo as a Customer Success Director and has many years of experience supporting international clients in a variety of business sectors. He is enthusiastic about helping customers define their business strategies and transforming them into solutions with real-world results. Outside of work, he is a huge football fan!

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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4 tips and tricks to deliver smart and effective product recommendations in retail

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Your visitors are more likely to spend money and return to a site that makes them feel valued with personalized offers that are tailored to their needs. They will be happy, which also means your conversion rates will soar.

Follow these four tips and trips to deliver personalized customer experiences:

  1. Front page — make sure it’s not static

    The biggest flaw that most online stores share is that they have only one version of the front page catering to all visitors. But every visitor is unique, hence they should be properly segmented into groups based on interests, behavior, and other historical data that you can collect through their repeated visits. Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it to create a more personalized shopping experience.

    When a visitor returns to your site, you should help them pick up where they left off instead of showing the standard home page. To help the second or third-time visitor continue their journey as friction-free as possible, try providing content that is popular among other visitors, currently trending content, or even pieces of content the visitor has previously read.

    Front page — make sure it's not static

  2. Product page — ensure that it’s not a dead end

    Retail website traffic usually lands on product pages from search engines and ads. A visitor often spends a lot of time on this page to take a closer look at the products they want to purchase. But what if the product isn’t available, or it turned out as not exactly what the visitor wanted? The customer journey should not end there.

    To avoid losing potential customers to your competitors, offer them some recommendations or alternative products that might be more suitable. Present options to continue exploring the site such as:

    • Find similar products
    • Most popular from the brand 
    • complementary or optional “You might like these” 

    Product page — ensure that it's not a dead end

  3. Category page — make product discovery as easy as possible

    Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

    We recommend at least two recommendation strategies to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.

    Category page — make product discovery as easy as possible

  4. Check-out page — last chance for effective cross-selling and increasing AOV

    Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress.

    Make cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

    Check-out page — last chance for effective cross-selling and increasing AOV 

 

Frosmo’s winning formula in personalization

With an AI-powered personalization solution that uses numerous data points, ecommerce businesses can create individualized category pages, learn more about their visitors with each interaction, and improve the customer experience in real time, leading to impressive results. Personalized pages can help you stand out from the competition by capturing the micro-moments of ecommerce shopping

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Let’s get started within days! 

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You can also download the ebook:

Personalization on different web pages

 

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Best practices on personalizing the entire customer journey on different web pages

Best practices on personalizing the entire customer journey on different web pages

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You and your customer have the same goal. You both want the customer journey to be easy, intuitive, seamless, and as friction-free as possible. How can you make that happen?

The answer is customer journey orchestration – a smarter way to visualize and optimize customer journeys from start to finish.

Customer journeys are not linear but rather a maze of repeated visits, pieces of consumed content, and other actions. Visitors come from different circumstances and have varying needs for information. To have a meaningful impact on the customer experience, you need to manage the entire customer journey, optimize it, and personalize it accordingly.

Non-linear purchase process

Let’s take a closer look at a typical customer journey in an online retail store, and how to apply personalization in each phase of the journey. We’ll walk you through the best practices and practical examples of how you can deliver smart and effective personalization on different types of web pages.

Personalizing the front page

A great customer journey starts with content that builds credibility. Your front page should have good content and should also showcase available promotions and other interesting offers.  Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it and what you know about them. Personalized recommendations on the front page make the revisiting buyer feel more welcomed and create a smoother buying process.

The front page of Rajala, a Finnish photography specialist retailer in business for 100 years, shows generic content for first-time visitors, and content customized according to the interests and behavior of returning visitors.Rajala frontpage

 

For Ruka, one of the leading ski resorts in Finland, personalization starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the area. There are two seasons in Ruka, winter, and summer, and they attract very different types of visitors. The customer segmentation data is used to display personalized content to push events, ancillaries, such as ski lift tickets, and accommodation options.

Ruka front page

The strategy of Power, a leading electronics retailer in the Nordics, is to assist the customer journey for better product discovery and conversion on the front page. Recommendations show the currently most popular products or products recently viewed by the visitor.

Power recently viewed page


Personalizing the category page

The next phase of the customer journey is discovery or decision-making, where the retailer strives to help customers find and select the right product within the group of nearly similar alternatives. It’s also a good opportunity to recommend complementary products for up-sell and cross-sell conversions.

Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

Power aims to help the visitors find the most relevant product to purchase in the category pages. Two strategies are in place to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.

Power recommendations- trending products
 Power recommendations- popular products

With product recommendation strategies implemented on the pages, the results have been proven strong and effective. Purchase conversion rates have gone up by 170% compared to the group who don’t see recommendations, and average order value has gone up by 41%.

Rajala is also using customer data to experiment with the placing of the product filtering component.

Rajala product filtering

 

Personalizing the product page

Before the customer actually makes a purchase, you can increase the average order value (AOV) by using effective product recommendations on the product pages. Personalization on product pages enables brands to reach out to customers in a way that directly and precisely meets their needs and desires.

Reima, a global leading brand in functional kids’ wear, boosts sales by providing their customers with personalized product recommendations to find the most suitable items for each customer’s individual needs. Their strategy is to recommend products that other similar customers have bought.

Reima recommendations

Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product.  In addition to being able to add suitable accessories directly to their cart, the visitors can also see the full price for the combination by hovering over the “Add to cart” option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala calculator

Accurate and relevant recommendations are key to providing meaningful visitor experiences. A-lehdet, a Finnish media house, shows personalized recommendations after the visitor has read an article.

A-lehdet recommendations

The product page is all about making sure the conversion happens and that the average order value increases. Traditionally, customers put a lot of effort to choose the product that best suits their needs. To make the choice easier, Power uses recommendation strategies based on relevant products viewed or bought by others as well as historical data of the visitor to recommend related products.

Power recommendation strategies based on relevant related products viewed
 Power recommendation strategies based on relevant related products viewed

 

Personalizing the checkout page

A thank you page is not only good for showing the order information. It is also the perfect place to do upselling. Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress. Personalized recommendations offer a more personalized shopping experience, leaving customers feeling more valued. Optimizing and personalizing your checkout page can bring amazing results.

The delivery calculator has helped Reima boost sales at check-out by reminding customers how much more they need to buy to take advantage of free shipping.

Reima delivery calculator

Power is developing cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

Power basket pop-up recommendations
 Power basket pop-up recommendations

Of course, the customer journey shouldn’t end with a single purchase. With the customer’s consent, welcome them back later on with an email recommending complementary products for the products they already purchased.

Email recommendations

 

Frosmo’s winning formula in website personalization

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features:

Frosmo's product winning formula

We identify your visitors’ interests to understand every step on their customer journey. Our powerful personalization engine finds the winning product recommendation algorithm for each visitor on the right page at the exact right moment.

Smart customer journey orchestration is the key to delivering unique customer journeys that build loyalty, retention, and long-term benefits, both for the brands and the customers. And this is what Frosmo does- orchestrating customer journeys and helping brands take control of the entire customer experience through AI-driven personalization.

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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How to personalize and optimize category pages to maximize profitability

How to personalize and optimize category pages to maximize profitability

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In a supermarket, it can take you an hour to go around the endless rows of products – even with the large square signs hanging above every aisle – to find the pasta sauce you want. In digital retail, category listing pages act as virtual aisle signs. After the front page, they are usually the very next step in the shopping journey.

Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. But most category pages are not effectively optimized and use simple sorting methods that don’t cater to multiple audiences. You may be tempted to display all your products on a single page, but showing everything on this limited screen real estate can also backfire. Visitors who can’t find the right products effortlessly will leave the site.

Category pages play a critical role for any ecommerce business. Therefore an effectively optimized and personalized category page:

  • Offers a relevant experience to every visitor and tailors content to specific preferences and intent.
  • Improves the visitors’ overall shopping experience and shortens their time to purchase.
  • Delivers a good foundation for SEO to generate traffic from landing pages.
  • Increases product discovery.
  • Enables visitors to narrow down the number of interesting products, making decision-making easier and the likelihood of purchase higher.


Optimizing category pages

Before personalizing a category page we need to optimize the aspects of the page. This means grouping and presenting products in such a way that a visitor can easily find what they’re looking for and immediately get the relevant information about the products.

So how do we achieve an ideal category page? Let’s go through these aspects:

Optimizing category pages

    1. Listing of products and narrowing down the lists
      When you list the products, emphasize on what the visitors see first. There should be a good wide range to choose from between products, such as budget, size, or other features.
      Give the visitors easy accessibility on narrowing down the product list so they can quickly choose which product to purchase. They should also be able to sort products according to their needs and requirements. Some sorting examples usually used in ecommerce stores include bestsellers, customer ratings, new arrivals, and price. You can use these tools to narrow down the product lists: 
      • Categorization
        Categorization means grouping products in broad and generic categories. For example, women’s clothes categories can comprise dresses, skirts, and tops. You can divide categories further to subcategories. For example, dresses can be further divided into party dresses, casual dresses, and office dresses. Effective categorization enables visitors to easily choose the best option. 
      • Filtering
        Once your categories and subcategories are in place, you can apply filtering. It allows visitors to refine their search based on various properties, such as size, color, and price, as well as more specific product attributes, such as material, style, or length.
      • Search
        Keep the search function simple, specific, and intuitive, so that visitors can easily find the exact product they want. Customers can find nearly any product imaginable online and get it delivered to their home within the week. The search box should be prominent enough for a visitor to easily enter their query and double-check that the query is error-free.

       

    2. Clear product photos
      Using clear photos that showcase the products well gives your visitors a better idea of the product. The style of the photos should be consistent  across all product categories as much as possible.
      • An appropriate number of products in a row and on a page
        To avoid confusion, keep the number of products to a minimum if the products require a lot of space or information.  On the other hand, fewer products may also indicate a lack of variety, so try to gauge the number that works best on each category page, depending on the products you want to showcase. You can also provide a drop-down list to let visitors choose how many products are shown on a page.
      • Highlight special offers and promotions
        To entice customers with good deals, highlight products on discount. You can add icons to indicate free shipping, or emphasize products that are on ‘buy 1 take 1’ offers. Show the sale price or the discount percentage in a different color so that it stands out.
      • Display product ratings and customer reviews
        If a product is highly rated or recommended by other visitors, you can use an icon, such as a number of stars, to show the rating of the product. A high rating adds credibility and makes visitors more inclined to purchase the product.
      • Add calls-to-action (CTA) that create a sense of urgency
        To create more demand for your product, add a CTA that encourages visitors to buy immediately. For example, you can use urgent CTAs on your category pages indicating that time is running out for a great deal, such as ‘limited supply’, or ‘few products left, or ‘free shipping only today’.
      • Allow visitors to add to cart easily
        Make it easy for visitors to add a product to their cart or wish list with a single button click. Visitors not wanting to spend a lot of time shopping will thank you.


Personalizing the category pages

Once your ideal category page is ready, it’s time to start building a relationship that goes beyond the computer screen. You achieve this by making the digital journey focused and clear through personalization. Here are some best practices for category page personalization:

    1. Reorder thumbnail images to create personalized category pages based on user affinity and behavior
      If a visitor has viewed particular brands, colors, or styles on your site prior to landing on a category page, you can use this information to reorder the category page just for them. Instead of showing the most popular products, you can leverage the visitor’s behavioral data to place the products they are interested in at the top of the page in the most visible position.
      Reorder thumbnail images to create personalized category pages based on user affinity and behaviorWith limited screen real estate, it’s critical to immediately show relevant products, especially on mobile, where the visitors’ attention span is usually very limited. Tailor the product listing pages (PLPs) according to each visitor’s behavior and preferences. Strategies can include:
      • Color variants based on visitor preference
      • Abandoned items
      • Recently viewed
      • Popular items from visitors’ favorite subcategories
      • Category variety for new visitors
      • Bestsellers
    2. Utilize past purchase information to automatically recommend the most relevant products
      When a visitor connects with your brand for the second time, they’ll feel valued if you recognize them. If there was a previous purchase, the next challenge is to trigger another one, be it a  replenishment product or a complementary item. Use the combination of AI, context, and insights to understand visitor behavior.
      Utilize past purchase information to automatically recommend the most relevant productsRecommend items complementary to the products that the visitor has already purchased. Use recommendation strategies, such as “Customers who bought this also bought” or “Shoppers who viewed this also viewed”.If a visitor comes to your site and looks at several summer dresses, when they return, it shouldn’t be on a generic category page filled with your most popular dresses. Instead, they should return to a category page that ranks dresses based on the style they looked at or purchased previously. In this case, summer dresses should be at the top of the page.                                                                                            
    3. Use A/B testing on category page filters and sorting tools
      Use A/B testing on category page filters and sorting tools
      For retail ecommerce businesses with a large inventory, optimizing product discovery is important to help visitors find exactly what they’re looking for. Continuous testing can better facilitate the user experience. Experiment on different menu styles, number and order of the filters, placement, and so on. Find out which solution showcases more products and make it easier for your visitors to find them.                           
    4. Optimize the navigation of the page
      Optimize the navigation of the page

      With thousands of brand offerings, finding the perfect product effectively can be tedious. Navigation becomes an essential element of the website, and that goes for category pages as well. A search menu on category pages can improve product discovery and increase add-to-carts and purchases. Add search filters to improve product discoverability and help the visitor navigate more easily through the product categories. By monitoring their site behavior such as product views and search queries, you get insights that you can use to personalize category pages based on visitor preferences.                                                                               
    5. Highlight product feed filters based on visitor affinity
      Browsing a category page can be overwhelming with so many filters and sorting options. To optimize the visitor experience and increase visibility on relevant products on category pages, use affinity data to highlight the visitor’s most popular filter type. You can use a dynamic banner prompting them if they’d like to reapply the previously used filters, such as color, price, or style.
      Highlight product feed filters based on visitor affinity                           
    6. Create personalized filters based on visitor affinity to simplify the navigation
      When visitors aren’t sure of what they want, going through several category pages and filters can be time-consuming. Reduce the barrier between searching and buying by personalizing the navigation experience through personalized filters for each site visitor based on their unique affinity.
      Create personalized filters based on visitor affinity to simplify the navigation                           
    7. Personalize the category pages for first-time visitors
      How do you personalize a page if you don’t know the visitor, or don’t have behavioral information about them? Leveraging the popularity of products has been proven to yield great results for first-time visitors who haven’t yet expressed any interest in a specific product line.
      Personalize the category pages for first-time visitorsAt the same time, you can use these contextual signals to create a relevant experience the minute a visitor lands on your page: 
      • IP address, which provides their most likely geographical location
      • Operating system
      • Inbound link
      • Season and time of day

With the ecommerce marketplace becoming more crowded plus increased expectations of today’s consumers, ecommerce businesses must keep up with the competition by providing websites that are easy and enjoyable to browse. Personalized category pages can help you stand out from the competition by capturing the micro-moments of ecommerce shopping. And with today’s technology, category pages can offer an engaging and unique experience by responding to each visitor’s intent in real time.

The category pages also receive a big share of your site’s traffic, especially from Google search. Therefore, improving category pages that list various products is crucial for ecommerce companies. Ecommerce businesses should provide websites that are enjoyable to browse and ensure that the category pages are simple, clean, and easy to navigate.

With an AI-powered personalization solution that uses numerous data points, ecommerce businesses can create individualized category pages, learn more about their visitors with each interaction, and improve the customer experience in real time, leading to impressive results. Visitors are more likely to spend money and return to a site that makes them feel valued with personalized offers that are tailored to their needs. Start delivering personalized experiences on front pages and product pages.

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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Rivalo drives business impact with personalization

Rivalo drives business impact with personalization

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Sports and casino operator Rivalo wanted to bring agility to their business so they can serve their customers better and drive stronger business impact to their products, sports, and casino.

They needed a data-driven approach that will make the best use of their pages and boost engagement with an easy-to-discover and personalized content based on different player profiles. With a good track record of helping successful iGaming operators, the Frosmo personalization software was up for the challenge.

The most important business KPIs for Rivalo were set for personalization: increase cross-selling from the sports menu to the casino, and good numbers that indicate better customer engagement with the casino content.

Frosmo also aims to increase both speed and flexibility for the marketing team to operate and make changes to the website content.

The business impact of personalization

The great thing about personalization is that you can see the impact immediately. Rivalo has been impressed with the significant results that were quickly generated.

“We’re very happy with increased CTR and sales in our casino products delivered by product cross-sell recommendations. We also feel great to be able to cater to the needs of our customers better with a more data-driven approach and personalized content.”

Stefan Kaindlestorfer, Managing Director, Rivalo

Based on Google Analytics data, the transition from sports lobby to the casino is over 27% higher among visitors who are impacted with the Frosmo recommendation content in the sports lobby.

Moreover, visitors who see the recommended content play 28% more casino games than visitors who see the original content.


Product cross-sell

The first priority was to establish a natural connection between the sports menu and casino to increase cross-sell and to drive engagement in the casino games.

Different platforms for casinos and sports bring challenges to iGaming operators as they typically don’t share customer data and insights. With Frosmo personalization, the behavioral data can be easily shared between the two platforms in the front-end to show highly targeted content tailored to players’ preferences. The process creates opportunities to cross-sell between the platforms, like displaying casino games and content that the player is most likely interested in, and in the most relevant areas when the visitor is most likely to engage.

The approach provides a connection between the two main products, which will increase engagement and conversions. The best practice in providing the cross-sell promotions of casino games is to use collaborative filtering combined with player segmentation.

On Rivalo’s website, casino game recommendations were placed in various places in the sports menus and targeted certain segments of the players. Recommendations game carousel was implemented showing collaboratively filtered content recommendations, such as relevant recommended games that are played most frequently by similar players.

Rivalo recommendations gaem carousel


Dynamic personalized promotional banners

With dynamic and personalized promotional banners in the casino lobby, the goal was to make banners more engaging and relevant for the target segments to increase customer click-through rates (CTR) to promotions. 

Rivalo’s marketing team was able to use Frosmo’s templates for deploying the banners which meant increased control and agility to do the changes quickly and efficiently.

One of the goals was to make personalization as easy to use as possible. Frosmo’s easy-to-use personalization templates gave the marketing team content control, speed, and agility to meet the changing needs of our customers in a smart way,“ says Bárbara Piedra, Marketing at Rivalo.

dynamic and personalized promotional banners in the casino lobby

Casino game recommendations

AI-powered recommendations ensure that you’re harnessing all of the data available on every touchpoint of your service. You can leverage this data to start predicting what slot or game your player would like to see next. This continuous combination of learning from a player’s product interest, their profiles, and the context of their visit, means that you can offer highly targeted, relevant, and engaging content.

The key goal of creating personalized game recommendations is to increase the number of games opened and played, which ultimately drives deposits.  

Collaboratively filtered content recommendations were used to the game listing with machine learning to understand what the player would like to play next based on similar customer profiles.

Collaboratively filtered content recommendations

For the iGaming business to thrive, the customer experience needs to be personalized. Ultimately, it’s about understanding your players’ needs and personalizing the customer experience while reminding them of the thrill of finding new games to play. The aim of personalization is to offer content or guidance that is relevant to a player’s situation and individual needs. The relevancy drives the likelihood of conversion rates and transaction value.

Interested?

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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Optimizing and personalizing your website front page

Optimizing and personalizing your website front page

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The front page of your website is the gateway to your business, the virtual front door where visitors decide if you are worth their time or not. Because you only have a few seconds to impress them, think of the front page as an applicant interviewing for a job. People put their best foot forward to land their dream job, and so should you with your visitors. When a new visitor arrives at your front page and proceeds to browse through it, they start questioning what you can offer, criticizing every detail they see, and trying to identify if you are the best fit for them and worth their money.

The front page gets the majority of a website’s traffic, but many businesses still find it challenging to effectively optimize and personalize them. The front page may be just the first step in the shopping funnel, but it can lead to a lasting impression on whether a visitor should stay engaged or leave the site.

So the question now is:

Is your front page making the right lasting impression?

To ensure that it is and that your visitors are engaged from the start and stay on your site, your front page should be both optimized and personalized.

Optimizing the front page

The basic elements of an optimized front page are:
Front-page optimization

  1. Unique value proposition supported by visuals
    Your value proposition is your elevator pitch. Short and precise, it needs to immediately communicate what you can offer to your visitors and why they should choose you. A picture is worth a thousand words, so make sure that your photos and images resonate: for example, choose engaging photos that add credibility, such as a person wearing your clothes or using your products.
  2. Call-to-action (CTA)
    The front page should pique the visitors’ interest, prompt them to explore your site, and ultimately make a purchase. A good CTA pulls visitors in, sends them deeper into your site, and drives them to the end of the shopping funnel. It’s the ultimate action that converts a visitor into a customer.
  3. Promotions/offers/inspiration
    With most retail stores having almost the same offerings, how can you stand out? Highlight your product collections and showcase inspirational looks of the main product offerings to entice visitors to start shopping. Promotions are also a great way to encourage visitors to stay on your site instead of jumping to your competitors’ websites.
  4. Key categories
    Help your visitors find exactly what they want on your website. Showing your key product categories on the front page will give visitors a glimpse of what they can purchase from your site. Make the categories compelling and visible, and make it easy for visitors to reach individual product pages.
  5. Popular/trending products
    Product recommendations on the front page should both inform and engage new visitors, so recommend the hottest products or ones that stand out from the competition, those that have ranked best on your site in different categories, bestsellers, or trending.
  6. Easy-to-locate search feature
    A search box is a valuable asset to include on your front page, especially if your website has a lot of content. Use a standard and clearly visible search icon to allow your visitors to easily find the products they’re looking for.
  7. Clear-to-follow navigational structure
    The navigation menu should be straightforward, intuitive, and easy to locate. Think of it as a road map that visitors use to find the shortest route through your site. A good and thorough navigational structure gives the visitors an overall view of the content and a clear path into your website and helps them easily locate the information they want. A good structure also helps reduce bounce rates and increase conversions.
  8. Trust and social proof
    Today, a good social media presence is a prerequisite for a successful ecommerce business. People want to see that you are visible online. Providing links to social media accounts is a great way to encourage visitors to engage with your company through another channel.
  9. Footer: About us, delivery, and other information
    When your visitors reach the end of your front page, they should see a little bit more than your headline or your value proposition. It could be something about how the company started or a short story of how it was founded. Contact information encourages the visitors to get in touch with you and gives them more security and assurance, knowing that if anything goes wrong, they can easily reach you. At the same time, delivery information should also be easily accessible, so potential customers know their delivery and refund options.

Personalizing the front page

The front page is often a landing page from marketing ads, which marketers spend so much time and money on. According to a report done by Marketing Charts, front-page personalization has remained the second most popular type of personalized experience. The front page should be designed to serve different audiences from different origins. It cannot just be a generic landing page built around one message for all visitors.

Personalization by segments
The problem that most businesses share is that they have only one version of the front page catering to all visitors. But every visitor is unique: each comes to your website with their particular background, expectations, and needs. Their experiences with your website should reflect this uniqueness. Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it and what you know about them based on the data you’re tracking. Personalizing the page for your visitors makes them feel like you know them and what they want.

A properly personalized front page will yield the following benefits:

  • Improve engagement
    The visitor wants to quickly find the products that they are interested in, while you want to engage the visitor and make the awareness journey easy, relatable, and intuitive. With personalization, you will both strengthen the relationship with returning visitors and find out faster what works the best for new ones. Your visitors want a sense of belonging and a reason to buy from you. Part of front-page personalization is a sense of connection – providing the right kind of content and balance for each customer about your brand, your credibility, and social proof. With the right personalization tactics, you can immediately capture the visitor’s attention and engage with personalized content based on past shopping behavior.
  • Increase conversions
    The visitor wants to quickly find the products that they are interested in, while you want to engage the visitor and make the awareness journey easy, relatable, and intuitive. With personalization, you will both strengthen the relationship with returning visitors and find out faster what works the best for new ones. Your visitors want a sense of belonging and a reason to buy from you. Part of front-page personalization is a sense of connection – providing the right kind of content and balance for each customer about your brand, your credibility, and social proof. With the right personalization tactics, you can immediately capture the visitor’s attention and engage with personalized content based on past shopping behavior.
  • Improve lead quality and support ABM (account-based marketing)
    Using personalized campaigns that focus on highly tailored experiences can drive engagement with targeted accounts and increase the number of quality leads.
    •  

Optimization and personalization work best together

Once you’ve optimized your front page, you’re ready to personalize it. Implementing personalization strategies may seem tedious but considering the tools that exist today, it’s no longer impossible to achieve.

From dynamically updating a hero banner based on recently viewed or previous purchases to showing a recommendation slider or carousel with relevant products, efficient optimization combined with effective personalization is the key to unlocking the most revenue from your front page. Since you can now collect a lot of data about your visitors and really get to know how they behave on your site, it’s vital to make use of this possibility. Landing every visitor to the same generic front page limits your ability to convert more visitors and increase revenue.

Here are the best practices for optimizing personalization on the front page:
Front-page personalization

  1. Automated segment-based optimization of the hero banner
    The hero banner on your front page shouldn’t be the same for all visitors. The banner should be customized according to each visitor’s current phase on their customer journey. With second-time visitors, for example, you already have some behavior data available, so you can personalize the banner for them on an individual level.
  2. Returning user last viewed product
    For returning visitors, since you already have data about their shopping behavior and browsing history, use personalized product recommendations. For example, if a visitor previously bought a dress, try recommending an item that complements the dress, such as a pair of shoes or a bag. To boost sales, when visitors browsed your website previously but didn’t make a purchase, help them pick up where they left off by showing their recently viewed products.
  3. Best performing offer within the segment/category
    You can group your visitors into segments based on their preferences and customize your offers for each segment. Personalize according to the contextual segment, that is, gender, location, interests, weather, and so on. Use contextual recommendations such as “Trending in your area”, “What’s new”, or “You might like”. Test out different versions to see which one works best. Conduct A/B testing regularly so you can bring in more targeted leads by doing what works and changing what doesn’t.
  4. Automated optimization per segment searching for the best-performing inspiration
    Utilize AI-driven optimization to dynamically search for the best-performing inspiration or recommendation strategy for a specific visitor segment and automatically verify its performance.
  5. Product recommendation strategy according to customer phase and affinity
    Product recommendation strategies on the front page mainly consist of highlighting the most popular products, but with the data on hand, you can then find the best products to present to each customer accordingly in every phase of the customer journey. Every visitor is exposed to the most relevant product recommendations at the top of the front page when using an affinity-based strategy.
    1.  

Non-linear purchase process

The front page plays a key role in customer journeys. The image above visualizes a three-session customer journey on a content-driven website, where registration is the end goal. The beginning of the second and third sessions are the most underserved points of the customer journey. When a customer returns to your site, you should help them pick up where they left off instead of showing the standard home page. Try providing content that is popular among other visitors, currently trending content, or even pieces of content the visitor has previously read.

Optimized vs personalized front page

Success for any brand that wants to acquire and retain customers now lies in the ability to tap into and understand the needs of website visitors throughout the whole customer journey. But for truly one-to-one customer experience, personalization should extend far beyond the front page. Category and product pages can also be personalized to reflect each visitor’s interests and lifecycle stage. Your customers will be happy, which also means your conversion rates will soar.

Ready to start your personalization journey?

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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The University of Helsinki ensures better customer experiences through AI-driven personalization

The University of Helsinki ensures better customer experiences through AI-driven personalization

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The University of Helsinki is Finland’s largest and oldest academic institution. Since 1640, it has contributed to the establishment of a fair and equal society that is considered the best in the world according to a number of indicators. The figures are impressive: 40,000 students and employees; 50,000 web pages; and 3M monthly page loads. 

In the international Webometrics ranking for online visibility, the university placed among the top 10 universities in Europe and the top 60 universities in the world. It’s great evidence of the data-driven approach and level of high ambition in creating exceptional customer experience across all their online services. 

Their website helsinki.fi provides information on nearly 100 degree-programs as well as doctoral education and lifelong learning opportunities. The website offers content for many other groups also; international academia, researchers, alumni, university funders, business, and political decision-makers, journalists, and citizens who are interested in science. The pages offer research information, latest news, and cooperation opportunities for all friends of research and science.

The university website is run much like a big media house with tens of different interest groups and thousands of articles. The online communications team at the University understood that a static website that looks the same for everybody is not the modern way of serving different interest groups. They believe that website personalization is the way forward to create better customer experiences. 

Frosmo’s personalization software was chosen to replace the competitor technology during fall 2019. The university uses Frosmo personalization software to create customer journeys with personalized hero banners, A/B testing, and recommendations that use NLP (Natural Language Processing).  

Clear KPIs are set for personalization, increased click-through rate (CTR), better customer experience with better website usability, and personalized content as well as better content discoverability. A/B testing enables data-driven decision-making and it’s been part of the university’s way of doing for many years.

“We see website personalization as the way to provide the best possible web experience to all of the University of Helsinki target audiences. It also strengthens our efforts for true data-driven service development.”

Anni Aarinen
, Head of Development, Digital Content, University of Helsinki

 

AI-driven NLP for better content discoverability and great customer experiences

One of the most important functions of the university is to produce reliable information for the whole society and the news and articles have a wide audience among “regular” citizens. The core of good customer experience is great content discoverability. AI-driven NLP is the best option to cater to the needs of many target groups by recommending articles according to the interests of the reader.

The Frosmo NLP algorithm gathers insights from all the articles of the university by analyzing the text, titles, lead paragraph, and scoring the articles for similarity, and then ranks them in order of relevance

The Frosmo NLP algorithm gathers insights from all the articles of the university by analyzing the text, titles, lead paragraph, and scoring the articles for similarity, and then ranks them in order of relevance.

Recommendations at Helsinki University website
Recommendations at Helsinki University website

The CTR is an important metric to indicate the relevancy of the articles that NLP recommends and how many clicks the recommended articles get. The results have been great and more than 25% of the users who have seen article recommendations have clicked them.

Semantic relationships of words are handled by Fasttext incorporated with Frosmo’s algorithms to give the best articles similarity.
 

Data-driven website management through A/B testing

The usability and whole customer experience on a website this big are really important. It’s next to impossible to make good decisions without testing and adopting the best performing versions. A/B testing is widely used in testing new web designs, the order of content listings, different titles, and texts.

It’s fascinating to test larger implications of the new designs on the website, for example, to test whether the size of a picture has an effect on the scroll depth. Frosmo A/B testing is able to give us more in-depth data on web behavior than we would get from Google Analytics. Testing is part of our core and will definitely play a big part in gathering data for our new website design project.

Anni Aarinen, Head of Development, Digital Content, University of Helsinki

Interested in website personalization and how to drive data-driven culture?

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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