Visitor #00001, we have been expecting you.

This is your profile, created by FROSMO based on your browsing behavior. Each time you interact with the website, we collect data to create a relevantly personalized experience for you.

POWER’s online sales grow with personalization and recommendations

POWER’s online sales grow with personalization and recommendations

Share on facebook
Share on twitter
Share on linkedin

Jarkko Lehtismäki (Chief Technology Officer) from POWER International AS and Timo Vuori (Chief Sales Officer) from Frosmo had a great discussion about growing online sales with personalization and recommendations at Frosmo’s LinkedIn event on May 28. The collaboration between POWER and Frosmo started already a few years ago, so it was high time to take a look back at how it all started and to talk about personalization, recommendations, and how these affect online sales.

To kick things off, Timo was curious to know what Jarkko’s initial thoughts were when he heard about Frosmo’s capabilities in personalization and product recommendations for the first time.

“Timing was perfect. I loved Timo’s approach of very aggressively saying that we can do better and we are willing to prove that. That’s why our conversation continued from the first initial contact.”

Jarkko Lehtismäki, CTO, Power International AS

While Timo’s straight-forward attitude led to further discussions, Jarkko naturally had his share of expectations for a SaaS vendor. For example, does the prize determine the choice?

Expectations for a SaaS vendor such as Frosmo

According to Jarkko, the prize is only one of many expectations for a vendor. For one, it’s important that the vendor helps the customer see things in a new light and brings new ideas to the table. A vendor needs to have the capability and readiness to challenge the current setup. Shaking the status quo today gains you market leadership tomorrow.

“I think that challenging the status quo goes all the way to the DNA of POWER.

Timo Vuori, Chief Sales Officer, Frosmo

The vendor must be able to bring their fresh thinking to bear not just on the technical implementation details, but also on the business perspective. Naturally, the customer remains the main driver of any business improvements.

The most important function of product recommendations

For POWER, the most important function of the product recommendation engine is added sales. Added sales is a natural part of selling in brick-and-mortar stores and should also apply in online stores. In practice, the way you do this is by adding the right product recommendation elements to the right places on the site. A good recommendation brings added value to the visitor and added sales to the store.

“It is the ‘others also bought’ recommendation which adds the social aspect by explaining that this is usually bought together with the product. Classic examples are batteries to a toy or washing powder to a washing machine. It adds value from the customer perspective.”

Jarkko Lehtismäki, CTO, POWER International AS

Personalizing the visitor journey is all about taking care of the visitor’s individual needs from start to finish. In the early stages of the journey, the visitor needs to find the right kind of product group or content so that they become engaged and stay on the site. Once you have the visitor’s attention, you can guide them into and through the discovery phase by feeding them the right kind of personalized and relevant content.

“Being always able to serve customers in a relevant way is really important and then of course in the end of the funnel maximize the sale.”

Timo Vuori, Chief Sales Officer, Frosmo

Providing the visitor with relevant product recommendations across their entire journey ensures a top-notch customer experience and will likely lead to maximized sales. But the recommendations must truly be relevant, or you risk the opposite effect. If the visitor feels the recommendations are completely unrelated to their interests, they will quickly lose interest and bounce from the site.

Personalized recommendations and other personalized content rely on tracking visitor behavior. Although personalization can add significant value to a visitor’s journey, not every visitor is willing to share the information required to personalize the content they see. But even if a visitor opts out of the tracking required for personalization, they still benefit from generic recommendations.

Relevant KPIs for website performance

When it comes to tracking website performance, it’s clear which KPIs to use.

“Conversion and click-through rate is the basic stuff that we want to see, and when it comes to our industry – accessories. There we want to see as high an attachment rate to an actual product as possible.”

Jarkko Lehtismäki, CTO, Power International AS

Compared to their previous setup, POWER’s shift to using Frosmo’s personalization software improved results across the board. However, Jarkko sees the importance of constantly improving the results and not accepting a certain level that has been reached once. Hence, building a great customer experience and growing online sales through personalization and recommendation is a continuous process.

Personalization software implementation

Timo’s original sales pitch was bold and aggressive. But how did the actual implementation go? Was it as fast and easy as promised, or did it take a bit more time and effort?

“I think the implementation took like two days. It was a really fast setup which also made it easier to do the actual test against the old setup we had. It was not just a sales pitch saying that it is fast to implement. To get started – really fast.”

Jarkko Lehtismäki, CTO, POWER International AS

The deployment was really successful and, yes, as fast and easy as promised. Frosmo’s focus is to keep the implementation as smooth as possible to lower the barrier of using personalization as a gateway to better customer experience and increased online sales. In addition, a quick and smooth deployment saves the customer time they can spend engaging in their core business.

Plans and future aspirations

POWER will next focus on content recommendations. According to Jarkko, they have a great, innovative team producing informative content for their website visitors, so it’s important to make sure that the content finds the right audience. Providing great content related to a product helps the visitor in the important discovery phase to, for example, choose the right washing machine or TV.

Regarding the question whether customers’ habits will return to their pre-COVID-19 state, Jarkko and Timo both see the value of combining online and physical-store sales. The end customer can either first browse products online and validate their choice at a store, or check the product first at a store and buy it later online. A smooth-flowing omnichannel experience supports the customer from the discovery phase all the way to the actual purchase.

Personalization and relevant recommendations are a great way to create a seamless and effortless customer experience that leads to increased sales.

 

POWER International AS is a leading home electronics retailer in the Nordic region, with a nation-wide store network and online shops in Norway, Denmark, Sweden, and Finland. For more information, visit POWER’s website (Finnish).

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.

EBOOK

SUCCESS STORY

VIDEO

INFOGRAPHIC

Recommended for you

Using personalization for lead generation

Using personalization for lead generation

Share on facebook
Share on twitter
Share on linkedin

Managing an effective lead-generation flow should be an important topic in every company. Adding personalization to the process brings great results. Moritz Guth (Senior Manager, Web Marketing) from Contentful and Maija Erkheikki (Chief Channel Officer) from Frosmo discussed how to use personalization for lead generation on LinkedIn Live.

Frosmo and Contentful began collaborating three years ago, and the latest Frosmo personalization project for Contentful’s website started in November 2020.


Starting point: which challenge are you trying to overcome?

Every CMO knows that creating content takes time, energy, and the team’s mindshare. Making most of that content is crucial, explains Maija. To take advantage of the content, or to make most of that investment you’ve made on those content assets, it should be treated with the ecommerce principles. Having different visitor personas on many B2B websites can hinder ensuring that the engaging and valuable content is visible for the right audience.

“Personalizing the site experience is becoming increasingly important on business-to-business.” 

Maija Erkheikki, Chief Channel Officer, Frosmo 

Contentful has come across the same challenge. There is a huge amount of insightful content on the website such as blog articles, technical documentation, and white papers. How do they make sure that the visitors see the most suitable content for their purposes? Visitors are developers, content writers, or someone from the purchasing department — and they all have different needs. Contentful uses Frosmo to better personalized visitor journeys and enhance the lead-generation flow.

“We started the conversation and immediately saw the potential in going ahead with Frosmo implementation.” 

Moritz Guth, Senior Manager, Web Marketing, Contentful

 

The journey to finding a solution

The project started with small steps and developed through iterations. The first step was to identify the basic information needed to get started. In practice, that included the information of how the different user groups are addressed and how they currently behave based on the data.

With that knowledge, it is easier to start matching the behaviour data to buyer personas. After gaining a better understanding of the whole set-up, Frosmo’s rule-based personalization was used to see how it affects the conversion rate while learning through data. It was possible to do minor changes through analytics and to iterate the segmentation and user groups towards more converting figures.

An example of using rule-based personalization through the four 4Ws: who, when, where, and what.

4Ws customer journey

Contentful also tested the algorithm-driven recommendations. In this case, the algorithms started with reading recommendations for blog visitors. This is how it works on Contentful’s website: after clicking three to four articles on the blog, the system starts to build an affinity profile and recommends articles based on their interest. By letting algorithm-driven recommendations do the magic on their own, it becomes possible to focus on other important areas.

“I would advise everyone to find the balance between these different types of use cases and tracking the results of which ones actually have a better performance.” 

Maija Erkheikki, Chief Channel Officer, Frosmo 


What Contentful learned

Experimenting with new use cases always brings helpful insights. From Moritz’s perspective, the Contentful learned the three following lessons .

1. Start small, but start quickly

Come up with a hypothesis and start iterating towards a better personalized experience. Be courageous and experiment-driven without overthinking.

2. Modularity

Check whether the front end, design setup and content are modular enough to personalize the experience.

3. Segmentation

Evaluate how to segment the user groups and the content provided to each user group. Don’t overthink it. Give it a try and be ready to make changes continuously.


Results and key takeaways 

The results were promising, and Maija wanted to know whether the experiment has led to additional leads.

“The short answer is yes, it made a very positive impact on our lead generation flow.” 

Moritz Guth, Senior Manager, Web Marketing, Contentful 

According to Moritz’s data, there is a solid improvement in lead generation. Personalized teasers, based on the visitor or based on the content recommendations, have higher engagement rates. The key performance indicators show that the click-through rates on personalized content recommendations have gone up between 150% and even 500% in certain areas. There was also a 150% increase in conversion rate for visitors who only saw a personalized recommendation but did not react to it.

Contentful key performance indicators

The great results show how much personalization can impact conversion rates, click-through rates, and, eventually, lead generation. Personalization is an effective way to build a solid lead generation flow. Moritz and Maija encourage companies to take the step in building a more personalized visitor journey for B2B sites while all the time maintaining the cycle of experimentation and continuous iteration.

Watch the seminar where experts from Frosmo and Contentful talk about applying personalization on the Contentful website, some practical examples and best practices, and how personalization can quickly deliver amazing results and improve the KPIs of your website.


Contentful is the leading content platform for digital-first businesses. For more information, check contentful.com.

Frosmo is a personalization software that helps grow your online business with an AI-driven personalization and recommendation engine that drives success and delivers results. 

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.

Recommended for you

Caruna’s personalization use cases to improve customer experience

Caruna’s personalization use cases to improve customer experience

Share on facebook
Share on twitter
Share on linkedin

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.

Recommended for you

Swisslos significantly boosts players through improved customer experience and personalization

Swisslos significantly boosts players through improved customer experience and personalization

Share on facebook
Share on twitter
Share on linkedin

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.

Recommended for you

Rivalo drives business impact with personalization

Rivalo drives business impact with personalization

Share on facebook
Share on twitter
Share on linkedin

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.

Recommended for you

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

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

Share on facebook
Share on twitter
Share on linkedin

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.

Recommended for you

Power delivers effective product recommendations in different phases of the customer journey

Power delivers effective product recommendations in different phases of the customer journey

Share on facebook
Share on twitter
Share on linkedin

Power International AS is the leading electronics retailer in the Nordics since 2015. Their strategy of relying heavily on the omnichannel business has always been successful with a considerable market position and a turnover of 1.1B Eur. 

For a retailer like Power with 20,000 different items to sell, it’s crucial to have personalized and relevant product recommendations for every step in the customer journey. 

Creating an optimal customer journey with so many products is not an easy job. Customer journeys are far from linear but rather a maze of repeated visits, a variety of consumed content, and other actions. The final conversion is seldom gotten during the first website visit. Every customer comes from different circumstances and has different ways to discover products and make purchase decisions.  

All these mean that the whole customer journey needs to be personalized, not just the page where we think the conversion will happen. For example, it doesn’t make sense to show a static front page for the visitor who has previously engaged with the website and is likely to complete the purchase. With this complexity, Power wanted to have the best personalization software in the market. 

The Frosmo personalization software brings product recommendations to a whole new level by using different data points about the customer to select the perfect AI-based recommendation strategies to support the customer journey in the best possible way. These data points include the customer’s location on the site, the phase in the customer journey, segment information based on historical behavior, and customer affinity. Taking the whole customer journey into account makes Frosmo the most versatile personalization software in the market.

The cooperation with Frosmo and Power started when Frosmo got a chance to prove our product recommendation capabilities against a leading competitor, increasing the overall conversion which is their most important KPI to follow.

To support the whole customer journey, we implemented Frosmo’s AI-driven product recommendations strategies for the following pages in their online store: frontpage, category page, product detail page, add to cart pop-up, and search page results.

 

Great results in conversion rates and average order value

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 didn’t see recommendations. The average order value got up by 41% compared to the group who didn’t see the recommendations.

“We’re very satisfied with the increase in conversions and average order values that Frosmo brings us with AI-driven product recommendations. The overall experience of implementing the recommendation strategies and the cooperation with Frosmo has been straightforward and was surprisingly deployed as a turnkey project. I would highly recommend using Frosmo against other competitive solutions.”

Jarkko Lehtismäki, CTO, Power International AS

 

Different recommendations strategies for friction-free customer journey orchestration

Personalized and AI-driven product recommendations aim to perfect the customer experience by helping the visitors go through the customer journey as friction-free as possible. Here are the strategies implemented for different Power sites.

 

  1. The first strategy is to advance the customer journey towards better product discovery and conversion on the front page. Recommendations show the most popular products at the moment, based on most converted and most-visited products by all users. The second set of recommendations shows recently viewed products by the customer.
    Power recommendations- popular products
    Power recommendations- popular products
    Power recommendations- recently viewed products
    Power recommendations- recently viewed products

     

  2. In the category pages, the aim is to find the most relevant product to purchase. Two strategies were implemented to make the product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converted and 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- trending products

     

  3. 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, Frosmo creates recommendation strategies based on relevant products viewed or bought by others and uses historical data of the visitor to recommend other related products.
    Power recommendation strategies based on relevant related products viewed
    Power recommendation strategies based on relevant related products viewed

     

  4. Basket pop-ups are being developed to include physical store data for recommendations used to raise the level of relevancy and effective cross-selling.
    Power basket pop-up recommendations
    Power basket pop-up recommendations

“We’ve skimmed the surface of Frosmo and have seen a great potential for our business in the near future. Some of the most interesting future aspirations include increasing AOV by tweaking the AI-recommendation strategies and gaining higher organic traffic by combining recommendations with content-crunching NLP”,  Jarkko Lehtismäki concludes.

Interested? Get started now!

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.

Recommended for you

The city of Helsinki – towards better digital user experiences

The city of Helsinki – towards better digital user experiences

Share on facebook
Share on twitter
Share on linkedin

Paradigmatic change is ongoing in how digital user experiences are developed. The change is mainly driven by dynamic and growing user expectations that demand individual digital experiences, and fast and easy services with intuitive user interfaces. The timespan that people are willing to waste with poor digital user experience is getting all the time lower.

Big cities, like the Finnish capital Helsinki, is no exception. They need to interact with society and serve their citizens digitally. The challenges that cities usually face are the complex organizational structures in silos, many different APIs combined with little resources, and a vast variety of services they offer to serve all citizens. The whole digital user journey is often overlooked because of these complexities.  

For citizens, it’s important that the user experience is seamless, regardless of the different administrative boundaries. The usability should be great and all the information is easy to find according to the interests of the visitors. 

It has now become imperative to have actionable and highly utilized data to create relevant, personalized user experiences. Luckily, new personalization technologies enable and fuel the speed of digital changes.  

The goal for Mikko Rusama, CDO from the city of Helsinki, is to make the city of Helsinki the most functional city in the world utilizing opportunities enabled by digitalization. The journey with Frosmo started in fall 2019 with My personalized hel.fi digital service. 

“Helsinki aims to be the city in the world that makes the best use of digitalization. It’s been a pleasure to work with Frosmo. Their knowledge and technical expertise of personalized user journeys have helped us to get closer to our goal.”
Mika Lappalainen,  Editor-In-Chief, The city of Helsinki


My personalized hel.fi

My personalized hel.fi is a digital service where a visitor is able to search for local events, information, and news that are close to them. 

Frosmo’s solution combines different data points by utilizing different APIs and combining information that would normally be scattered in different parts of their website. By using the geolocation data, the service can recommend events and news that are happening in close proximity (up to 1 km) of the searcher. The service also allows the user to search by writing the address if the events of some other location are more interesting.  

The results are shown on the map as well as on the list. 

Goals for the solution: 

  • Make sure that the content is easier to find and more easily accessible
  • Better usability of the website
  • More personalized user experience 
  • Better engagement with different services 

The city of Helsinki- towards better digital user experiences

“We have validated the Frosmo personalization software and it has proven to be reliable as it satisfies the rigid requirements of the City of Helsinki technology.”
Kalle Mikkolainen, Service Manager, IT Department.


Frosmo works as a headless front-end technology that enables an easy way to combine multiple APIs, data points, and segmentation for one seamless user experience. It doesn’t require any changes to the back end making it easy to use by non-technical employees. 
Read more about how we help cities and government agencies give easier access to the information that people need. Reach out, we’re happy to help.

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.

Recommended for you

Personalization brings outstanding customer experiences in all touchpoints

Personalization brings outstanding customer experiences in all touchpoints

Share on facebook
Share on twitter
Share on linkedin

Website personalization is a great way for travel providers to turn the data from customers into a great customer journey that will eventually increase conversions, improve ancillary revenue, and drive customer loyalty. The goal behind website personalization in travel is to help customers find what they need in planning the holiday of their lives. They expect a customized itinerary and other tips and tricks on what to do and what to explore while in the chosen travel destination.

Ruka ski resort is one of the leading ski resorts in Finland and the market leader in the ski travel industry with nearly 20% share of ski pass sales. 


For Ruka ski resort, personalization also starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the location. There are two seasons in Ruka, winter, and summer, that attract very different types of visitors. The customer data is then used to show personalized content to push events, ancillaries such as ski lift tickets, and different accommodation options. 

“We’re excited about all the possibilities that personalization brings to us to make the customer experience in all touchpoints of the travel customer journey outstanding — it brings happy customers but also great business results,” Jenni Ihatsu Director, Marketing & E-commerce, Rukakeskus Oy/Pyhätynturi Oy.

The travelers’ interests and needs may also vary based on where they depart. Segments based on geolocation are important to give the right kind of information from different kinds of travel options. The interest is also different in certain scenarios, for example, when the customer is already in the location or when he is still on his way. Mobile users who are already in Ruka receive special content exclusive for travelers such as current events, slope opening times, and snow situations. 

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.

Recommended for you

Rajala delivers fast, easy, and relevant personalized experiences with Frosmo

Rajala delivers fast, easy, and relevant personalized experiences with Frosmo

Share on facebook
Share on twitter
Share on linkedin

Rajala is a privately owned photo specialist chain founded over 100 years ago. With online and physical stores in Finland and Sweden, they sell photo equipment and accessories. Rajala’s product selection and customer base have grown steadily, enabling the company to expand its operations.

Juhani Toppari, a photo enthusiast and a former photographer, found his calling in the real camera heaven, Rajala, the biggest camera retailer in Finland. He has been working at Rajala for 20 years now, at the same time they opened the online store called Rajala Pro Shop. Currently, he works as the marketing director and the ecommerce manager.

 

Why personalization is important for ecommerce businesses

Being in the business for over 100 years, Rajala has pretty good knowledge of what customers want, how to serve them, and how to make them happy. The camera industry has changed significantly since smartphones came, influenced by the availability of superior camera functions on these handy gadgets. Small digital cameras lost their charm and the business has shifted towards the high-end cameras for real photo enthusiasts.

The purchasing process of cameras is never linear. The planning phase for a new camera lasts about three months on average. Camera buyers will return to the website as many times as possible to see the latest offers and check out the best deals. They also visit the physical stores to have a look and feel of the cameras they plan to purchase. Lastly, they read reviews online on different forums and other websites before making their final decision.

Great omnichannel customer experience across different channels is very important and Rajala feels strongly that the level of the customer service has to be the same both in online and offline stores. They believe that creating more relevant experiences not only reduces the manual merchandising efforts but also increases conversions and the relevance of the customers’ shopping experiences. With personalization, Rajala has been able to grow their conversions by 38%.  In this article, we explain how this was achieved.

 

Why Frosmo

Rajala has acknowledged from a long time ago that product recommendations are really valuable for online businesses, with their previous experiences with other companies. After several rounds of reviews from different solutions, Rajala decided Frosmo can cater to their needs more effectively through its AI-driven recommendation engine and personalization capabilities.

Offering irrelevant recommendations was Rajala’s prominent pain point. To tackle this challenge, Rajala wanted a robust personalization strategy that’s easy to start, fast to implement, and would help them remain relevant to their diverse customers. With Rajala’s wide product assortment, Frosmo ensures that relevant products and content are recommended to each website visitor.

Frosmo combines AI and machine learning with creative human input. As Juhani puts it, “There isn’t an algorithm yet that would know customer behavior the same way we do. We appreciate the automation that AI provides, but also want to tweak it ourselves to give the human touch and execute business plans in with best practice.”

Rajala is happy with Frosmo for getting the help they need as fast as possible. Juhani also appreciates the fact that Frosmo does not slow the website, has great A/B testing and recommendations capabilities backed up with exceptionally good customer service. What else could an online retailer ask for? 

 

Proper segmentation is key to smart product recommendations

With different buyer groups, customer segmentation according to interests and behavior is a crucial step for planning the customer journey to deliver personalized customer experiences.  

At Rajala, there are 30 different segments. Among the popular ones are:

  • Segments related to products
  • Different levels of segments based on brands
  • Segments identifying people engaging with different marketing campaigns.

Recommending the right product at the right time of the buyer journey is key to a successful ecommerce business. Rajala has a lot of different products and brands so personalized recommendations make it easier for customers to navigate throughout the different product pages and make the experience much smoother.

Rajala canon recommendations

Ecommerce businesses find it challenging for buyers to add more items in the shopping cart as they usually would in physical stores. In physical stores, buyers rely heavily on the recommendations and feedback from competent salesmen. In online stores, Rajala replicates this customer experience through AI-driven personalized recommendations. They use automated product recommendations and banners to promote campaigns. Through smart recommendations, potential online buyers can see the products and accessories that would benefit them the most according to their profiles. 

There are customers who are interested in cheaper camera models hence showing expensive accessories during checkout can only distract their final purchase decision. It’s all about knowing the situation your buyers are in and their motives to get the purchase done as smoothly as possible. 

Here are some of Rajals’s recommendations strategies:

  1. Recommending products that are most viewed or purchased by a visitor segment or the most viewed or purchased items in a product category
  2. Last week’s or last month’s popular and trending items, or newly added products
  3. Products related to recent purchases 


It’s very important to show the right accessories to the returning customers, who have, for example, bought a camera already. Exceptional customer service extends to recommending accessories that the buyer would benefit the most. Personalized recommendations on the front page make the revisiting buyer feel more welcomed thus leading to a smoother buying process.

 

KPIs and benefits of personalization

KPI’s = Grow the average order values, increase revenues, and enhance loyalty

Effective personalization and smart recommendations are strategies to achieve the goals of an ecommerce business. The whole front page of Rajala is personalized by Frosmo. It shows the generic page for the first-time visitors but customized according to interests and behavior for returning visitors.

“We see personalization as the only way to reach ecommerce KPIs. Personalization makes the navigation easier for the visitor to find what they are looking for as friction-free as possible”, Juhani says. “Recommendations help the buyer to select the best products and accessories and have a direct link to the bigger average order value. Customers are satisfied with the bundles they buy and keep coming back for more accessories”, he adds.

 

Testing for better customer experience

With A/B testing, Rajala makes sure that the customer experience reflects customer expectations. At the same time, it gives the marketing team the information they need for data-driven decisions.

Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product. They have not only the option to add them in the cart but they can also see the amount automatically calculated as they hover over the ‘add to cart’ option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala is also experimenting with the place of product filtering. Juhani notes, “We have a gut feeling of what would be the best place for the product filtering bar but we let the data guide us to the right placement so it’s a data-driven decision and not just a hunch. The Frosmo Platform makes it easier for us to do testing and implement these changes directly on the website”.

 

Personalization takes time and resources

Frosmo recommendations can start showing good results immediately, but it shouldn’t just end there. To really get the best out of the personalization software, you need to allocate time and resources to effectively plan the strategies and constantly test and optimize the customer experiences. 

Frosmo has helped Rajala in building new strategies and ideas on how to finetune the personalization, ie. creating different segments to serve their different buyers better. 

Download the case study.

Rajala case study

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.

Recommended for you