Manutan and Datatrics
35% uplift in conversion with website personalization Manutan has significantly increased the ROI from its website by using Datatrics. […]
35% uplift in conversion with website personalization
Manutan has significantly increased the ROI from its website by using Datatrics.
Manutan is a distributor of B2B services & products for warehouses, workshops and offices. The company is part of the international Manutan Group, with 26 subsidiaries, which operates in 17 European countries. Ignas Budé is the CRO/UX/Automation Program lead at Manutan and in this role the continuous optimization of the website – their most important sales channel – is his responsibility. Datatrics solution and the help provided by Datatrics is welcomed and yields results.
Headquarters: Den Dolder
Manutan is well aware that increasing conversion is mainly a matter of matching the website to the needs of customers as closely as possible. Thanks to Datatrics, the conversion has already increased by 35%!
Intuitive platform with many possibilities
All purchases, deliveries, logistics and services that are essential for the optimal functioning of an organization are provided by Manutan. Therefore, customers can fully concentrate on their primary purchasing process and their core business. From office supplies to warehouse racks, everything for warehouse, workshop and office can be found at manutan.nl. It’s important that customers can find what they need on the website as quickly as possible. Manutan is constantly working on this performance, now also with the help of Datatrics, says Ignas: “Our website simply has to meet the needs of our customers and that’s why we are constantly optimizing it. Since December 2018, we have been using Datatrics to help us with this. I like the fact that it is a very intuitive platform. That makes it very easy to get started. In the past year we primarily experimented with all the different possibilities provided by Datatrics, which turned out to be surprisingly many. We’re now working on our plans to make the various customer journeys as efficient as possible.”
Small changes, great effect
Right now Datatrics is mainly used to increase the conversion of the Manutan website. One strategy consists of using persuasion principles such as ‘This product has been bought X times this week’ and ‘At the moment X people are watching this product’. That works very well, says Ignas: “It’s quite simple to convince customers this way or to make them interested in a certain product. With Datatrics we can add such elements very quickly.” In addition, Manutan is also working on creating customer journeys. Ignas: “Optimizing this can also mean optimizing very small things. For example, our main banner on the homepage says ‘Welcome back’ if people have visited our website before. That helps enormously, despite how small the change is.”
Setting up Datatrics for every trigger moment
Now that Manutan has been working with Datatrics for a year, it’s time to start using the platform’s deeper possibilities. However, this requires a process of decision making and developing strategies. “It is absolutely essential that you decide exactly what you want to optimize in order to get the most out of it,” explains Ignas. “That’s what we’re doing right now. We want to make the best choices for the future. That’s why we’re going to work on an even better mapping of the total customer journey and why we want to set up particular touch points to appear at each specific moment. And we also want to further personalize them with the aim of persuasion. To this end, we want to set up Datatrics for each trigger moment. It’s a big job, but it’s a fun one.”
+35,5% Conversion increase
+1,1% Increase in average order value
“I like the fact that it is a very intuitive platform. That makes it very easy to get started.”
CRO/UX/Automation Program lead at Manutan