How Prominent increased conversions by 14%
- More conversions during A/B test
- +14%
- Additional email addresses as users email themselves the advice
- More zero-party data for better marketing automation
About Prominent
With over 40 stores in the Netherlands and its own seating experts, you can safely call Prominent the number 1 in the Netherlands when it comes to optimal sitting comfort. Everything revolves around finding the perfect chair or sofa. This purchasing process can be quite complex.
Primary marketing goal
Guide visitors online toward a chair that matches their needs
The challenge
Buying a chair is not a quick purchase for many visitors. Especially with recliners, comfort, how you prefer to use the chair, and personal preferences play a major role. This quickly leads to online doubt.
On Prominent's category pages, visitors see different models side by side, but without context it remains difficult to understand which chair truly matches their situation. What's the exact difference between models? Which features are important? And which chair fits the way someone likes to relax at home?
This created multiple challenges simultaneously:
- visitors were more likely to abandon their purchase decision
- differences between models were not always clear enough online
- visitors missed the guidance they experience in the store
Provide automated product advice with a guided selling tool
The solution
Together with Qonfi, Prominent developed a guided selling tool that guides visitors online in finding a chair that matches their needs. To properly measure the impact, an A/B test was set up where some visitors saw the guided selling tool and others didn't.
+14% conversions
The result
- +14% more conversions during the A/B test
- Additional email addresses as users email themselves the advice
- More zero-party data for better marketing automation
- Less chance of wrong choices, returns, and additional customer inquiries.
