Nicolet Verdier, CEO of Axome
Nicolet Verdier has more than 15 years of experience in e-commerce, he is CEO of Axome. In addition to the management of the agency, he manages the consulting part as well as the web and e-commerce strategy.
As an agency specializing in e-commerce, you support many brands such as Vicomte A. What are your first recommendations in general to your customers?
We start by advising them to build a viable offer. A coherent offer is an offer that meets the needs of its market and its target. It must have a sufficiently complete catalog to offer an original and varied range of products and to offer a fluid customer experience.
Today, there is a multitude of e-commerce sites; 27,000 sites are created on average per year (source: oberlo). The difficulty is therefore to have a coherent offer and the right CMS to best enhance your e-commerce. The customer experience is at the service of the offer. You must first work on your offer before improving your customer experience. The choice of the CMS comes in a second step, to offer the functionalities necessary to highlight the product/service catalog.
The choice of CMS is crucial. What advice would you give to brands to choose it well? Which CMS did you recommend to Viscount A and why?
Indeed, the choice of CMS is crucial. To define which CMS will be the most optimal for your business, you need to define:
- The tree structure and the features you want on your site: some CMS are more “manageable” than others and therefore some features may not always be available.
- The use you want to make of it: do you want speed and in-house management? To be able to change the main menu of your site easily, without having to call on a developer? Outsource the updating of your site to an agency?
- The evolution you imagine on your site in the short and medium term: if you plan to double your catalog and offer more filters or categories in the following year, your project may have an impact on the choice of CMS. You should know that we plan on average a redesign every 3 years, so no need to project beyond.
After an in-depth study, our teams carried out a redesign under Shopify for Vicomte A.
What were the main issues for Vicomte A when you started supporting the brand in its development?
The Vicomte A teams informed us of a dual need: easier development for their site, and easier management in the back office. Like many e-merchants, Vicomte A’s teams did not have in-house technical resources. They nevertheless very clearly expressed their expectations regarding their site, to facilitate its use and boost its optimization. Vicomte A is a French premium ready-to-wear brand, which must constantly evolve the user experience so that it reflects the brand image: a bold and elegant universe of fashion.
In concrete terms, what were the major actions to meet the brand’s needs?
In the case of Vicomte A, the strategy is based on the adaptation and personalization of the site, to stick ever more closely to the brand image, with a very elaborate customer experience. On the Axome side, we updated the theme, and modified the UX of product sheets and category sheets on the site to stick to the new brand strategy. In addition, to better meet the current standards of the customer experience, we have added free 3 installment payments and a new recommendations area on the homepage with recently viewed products to personalize the UX.
We even went further, with the implementation of recommendation areas on the product pages and on the basket page to offer cross-selling with complementary products. Finally, we have optimized CRM and marketing automation to consolidate e-commerce performance.
You offered cross-selling on the Vicomte A site. What is it? Why did you put this in place?
Viscount A aimed to increase the average basket, as well as improve the conversion rate and reduce the bounce rate. One of the main levers for increasing the average basket is cross-selling, and therefore the establishment of product recommendation zones.
We have thus proposed areas of recommendations in several places of the user journey. For example on the homepage, with recently viewed products for a returning visitor (a returning visitor to the site). On the category pages, we have an area that highlights new products for the first visitors and, on the product page, we find “our recommendations”.
These areas go all the way to the shopping cart page, where we offer products “to complete your order” to directly cross-sell. These areas make it possible to personalize the user’s experience (the user who returns to the site is pushed to the products he had previously consulted and which may still be of interest to him). They also offer the possibility of offering additional products to complete orders and thus increase the average basket.
After the implementation of these optimization actions, what were the quantified results on the brand’s e-commerce performance?
On Nosto (the personalization tool used by Vicomte A), the average basket has doubled (+93.2% growth) as well as the number of additions to the basket (+75%) between this year (over the period of March to June) and the previous year (March to June 2021). The number of page views also increased by almost 13%, showing the improvement in the customer experience.
Brands need to continuously optimize their website to succeed in e-commerce. Why?
Yes, brands need to constantly update and optimize their website. You have to compare this to a “physical” store, you will regularly update the showcase, modify the shelves and products, and also offer events or offers. It’s the same on an e-commerce site. In addition, the digital universe is constantly evolving, as well as the customer experience which tends towards ever more personalization. It is absolutely necessary for e-merchants to adapt, by optimizing their e-commerce site to meet the needs of their market and reach their target.