As an online retailer, an insight into your user’s behaviour is highly beneficial in order to assess your success in terms of functionality provided to your customers, the ability to convert them to purchase as well as influences on average basket values. Looking into how your current users interact with your retail platform not only works to enhance the revenue gained from your current customer base, it also works as a tool to expand and grow your sales potential to a wider audience. Locayta’s Behavioural Algorithms are able to track and respond to user behaviour and are currently increasing conversion rates and average basket order values for clients including Paperchase and Prezzybox.

Locayta Behavioural Algorithms – how do they work?

Locayta’s Behavioural Algorithms are adaptable and provide insight into two areas of online merchandising; these are Behavioural Targeting in Visual Merchandising, enabling retailers to re-engage with their users generating higher conversion rates and lowering acquisition costs, as well as Product Recommendations using Behavioural Algorithms, which work to make relevant product suggestions in real time. Keep reading for some case studies on how both areas of behavioural merchandising can benefit your business.

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Product Recommendations using Behavioural Algorithms

Product Recommendations enhance user experience by providing customers with highly personalised product suggestions based on users’ behaviour on site. This spans generic recommendations based on the collective intelligence of your site, as well as more personalised recommendations based on an individual’s past and present behaviour. Adrian Spence, Head of eCommerce at Paperchase, says, “Our products are all about driving newness and offering fresh collections. At Paperchase we’re thinking much more strategically about product recommendations“. This means that recommendations are based on what has been searched for, viewed, added to basket and purchased by the user in relation to both that users’ previous actions and the actions of all the other users of the site.


Behavioural Targeting in Visual Merchandising

As on average, 98% of site visitors will leave a website without making a purchase, Locayta’s Behavioural Targeting technology re-targets to returning users. Being able to review users’ previous interactions on your site (including incomplete purchases) to make recommendations to returning users. eCommerce manager at Prezzybox, Zak Edwards said, “It’s been a revelation.We have total control. As well as responding to user behaviour, we can add our own stock control and promotional strategies into the mix. We have the ability to create filter criteria to match seasonal promotions, gift categories and internal variables. Most crucially, because every decision we make can be applied automatically across every category we’ve eliminated any margin for error and ensured that our customers experience accurate results every time. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.

Take action…

Amongst the many services available from LocaytaLocayta Behavioural Algorithms comes fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.