CASE STUDY

BRAND:

THE CHALLENGE

LOCATION:

Many of Kiehls skin care and body products are specially

formulated to complement one-another as part of a total solution - together, these products comprise the perfect routine for
healthy-looking skin. However, many of Kiehls best customers
were unaware of the benefits of bundling the individual products that they love.

New York City, N.Y.

PRODUCTS:
Cosmetics
DESCRIPTION:
Kiehls is a cosmetics brand retailer specializing in premium hair, skin, and body care
products. Founded as a homeopathic pharmacy in Manhattan in 1851 by John Kiehl, the
brand was later purchased by LOral and now
has more than 1,250 points of sale, including
kiehls.com an exceptionally popular online
retail destination.
E-COMMERCE PLATFORM:

CAMPAIGN-WIDE RESULT
11.59% lift in revenue per visit

In order to align shoppers with the skincare routines and product collections that mattered most to them, the eCommerce
team at Kiehls partnered with HiConversion to execute a personalization campaign that would:

Allow visitors to shape their own shopping experiences

by presenting them with offers and incentives to purchase
related products.

Tease out the best-performing offers from a bank of

options, allowing Kiehls to identify the most impactful
product routines.

THE HICONVERSION DIFFERENCE

Run as many campaigns as you like

This personalization campaign was one of three

optimization campaigns running in parallel. Two other
campaigns one targeting men with a special offer, and
another supporting Kiehls annual LifeRide on the West
Coast were already driving results for the brand.
With HiConversion, retailers can launch multiple
concurrent campaigns, allowing eCommerce and
marketing teams to support multiple dimensions of
digital marketing simultaneously.

Partnering with HiConversion enabled Kiehls to combine visitor segmentation and

onsite behavior to experiment with a broad spectrum of customer consideration paths.
The end result was a better understanding of the decision-making process and a signicant
improvement in desired outcomes.
SEAN REYNOLDS
AVP, ECOMMERCE & DIGITAL MARKETING
KIEHLS SINCE 1851
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TARGETING & SITE PERSONALIZATION

THE SOLUTION
CAMPAIGN SETUP
The Kiehls team knew that a high level of customer empowerment required a solution that was capable of
handling multiple variables, pages, and goals simultaneously. In order to achieve their objectives, the brand
turned once more to HiConversion.
First, Kiehls split shoppers into groups based on their status (new or returning) and interest in either
Product Line A or Product Line B. For new visitors, interests were implied based on search engine
keywords. For registered customers, Kiehls used profile data to measure alignment toward either product
category.
VISITOR SEGMENTS
NEW VISITORS

RETURNING VISITORS

SEARCH KEYWORD

CUSTOMER PROFILE

Visitors in each of the four segments were targeted with one banner on the home page. Their experiences
were then further shaped by their response to each offer:


If they clicked on the banner, that offer remained persistent throughout the
shopping experience.

If they didnt click, they were presented with another banner until the offer bank
was exhausted or until they completed a transaction.

RESULTS
OVERALL
By segmenting their audience into smaller groups then targeting each shopper with banners based on
personal interests and online behavior, Kiehls empowered their visitors with choices that could drive their
experiences along the consideration path. This two-dimensional approach allowed Kiehls to identify the
most relevant offer for each customer class, resulting in an overall RPV lift of 11.59% relative to the baseline.
NAME

RPV Lift

Treatments

+11.59%

Baseline

Overall

+5.88%

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TARGETING & SITE PERSONALIZATION

BY SEGMENT
Segmenting their audience into distinct groups gave Kiehls a clear view of the impact that each customer
type has on bottom-line revenue, allowing them to identify the most valuable audiences.
RESULTS BY SEGMENT

BY CONSIDERATION PATH
With HiConversion, Kiehls had the technical prowess to handle multiple possible outcomes based on
visitors reactions to different offers. Each of these reactions constitute a consideration path.
Each consideration path is tracked, allowing Kiehls to identify which overall web experience resulted in the
highest overall revenue lift.
RESULTS BY PATH

HiConversions in-depth campaign reporting goes well beyond simply describing which banner won. These
results detail the performance of each consideration path, highlighting the significant impact of shaping the
customer journey across the entire sales funnel.
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TARGETING & SITE PERSONALIZATION

WHY HICONVERSION
FASTER SETUP
HiConversion quickly translated our ideas into an actionable campaign. Each variable and
goal was rapidly provisioned in their platform, minimizing setup time and enhancing our
speed-to-market.

DEEPER PERSONALIZATION
The ability to display relevant content based on multiple dimensions gives our customers a
richer shopping experience and represents a key competitive advantage in the marketplace.

BETTER INSIGHTS
HiConversions analytics and reporting features help us to understand how trends in visitor
behavior can affect the performance of our digital content. With HiConversion, were able
to predict these trends with greater accuracy and actively manage our websites output and
efficiency.

ABOUT HICONVERSION
HiConversion is the leading provider of enterprise-level eCommerce optimization solutions. Founded in
2006 by a team of veteran entrepreneurs, HiConversions patented technology uses predictive analytics
and an adaptive algorithm in order to help retailers like LOral and National Geographic optimize their
digital content and generate more revenue in real time.

LEARN MORE

If you would like to learn more, feel free to contact us at

info@hiconversion.com, or call 866-251-4335 to schedule
a free demonstration of e-Optimizer the worlds most
advanced e-Commerce optimization platform.

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