In-Wall Block Study
Context & Goals
Module Location:
These blocks are entry points on a PLP for users to click through to see a focused experience on new or key collections.
Goal:
Understand how customers are using in-wall blocks on site.
Key Findings
Clothing stories get more engagement than footwear stories.
The first step was to find the average click through rates for in-wall blocks and averages for various sub groups of campaign types. Through this I discovered that apparel stories tended to have a higher click through rate and conversion rate than footwear stories.
Length of time on site has no impact on engagement.
Though we typically collect data in 2 month increments, I went back through the campaigns and broke the data down by month.
There was no pattern. Some campaigns saw an increase month to month, others saw a decrease, and many had a fluctuating results, increasing and decreasing throughout the campaign.
Speaking to newness doesn’t increase engagement, but seasonally does.
In-wall blocks specifically calling out new arrivals did not have a meaningful increase in their click through rates over other inwalls. Ariat focuses on newly released products, but newness isn’t the primary focus of the customer.
Examples of speaking to newness:
Seasonal/trendy stories had a 1.5x higher click through rate than evergreen stories, suggesting that customers are shopping for products that are currently relevant to themselves.
Examples of seasonal/trendy stories:
People shop by product category (footwear/apparel.)
Conducted a test to identify in-wall block content that users engaged with the most.
The test included 2 test cases:
1. Inwall block’s image matches sort (ex. clothing image on a clothing sort)
2. Inwall block’s image does not match sort (ex. clothing image on a footwear sort)In-wall blocks in version 1 had just over 2x the click through rate.
Example of version 1:
Example of version 2:
Recommendations
Give priority to apparel campaigns.
As marketing asked for many of their campaigns to include in-wall blocks, we began to give apparel campaigns more priority on site as we want to maximize the engagement this module gets.
Find opportunities to speak to seasonally relevant campaigns or other ways to speak to urgency.
While we typically run in-wall campaigns that align with larger marketing campaigns, we began to request them for key time frames as well. Examples are 4th of July to callout our patriotic styles and a pink boot inwall block when the Barbie movie was releasing in theaters.
We also asked marketing to find ways through imagery or copy to speak to evergreen campaigns with a seasonal focus.
More testing is needed.
While we have some customer data to help the direction of the in-wall blocks, more studies are needed to identify additional opportunities.