Optimisation / US / Retail & Consumer Goods
Driving a step change in online transactions
“The client was able to take the simulation results and optimise the messaging and layout on their online shopping platform.”
Business issue
The client has an online shopping platform and there was a need to investigate which types of pricing mechanisms and other factors resonate best with consumers when they are purchasing goods online. The objectives of the research were to:
- Identify and estimate the importance of factors that drive price elasticity and price sensitivity
- Determine how to present price and price-related data
Our solution
A large-scale research programme was developed to cover 17 different shopping experiences across Women's clothing, Men's clothing, Homeware and Beauty. A sample of N=500 went through one of the 17 experiences via a conjoint methodology. Factors tested in the shopping experiences included Brand, Item availability, Price guarantee, Review rating, Shipping information, Postage costs, Payment option and several other factors.
Respondents were shown multiple options on screen and asked to select the items that they would most likely purchase, given the factors shown to them. This exercise was repeated over several screens with different factors appearing.
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