ThirdLove tailors

bra shopping
experience to
each customer
Online underwear retailer optimizes the bra discovery
experience and sees a 23% increase in average revenue
per user for target audience

Summary

Since 2013, ThirdLove has been on a quest to connect women with comfortable bras that
actually fit. After taking the measurements of millions of women, the company introduced the
industry’s first half-cup sizing and developed an algorithm using the data collected to match
each woman with the right size for them. However, with hesitancy buying from a new brand,
ThirdLove needed to convince female shoppers to take a chance on its products. After tapping
Dynamic Yield for access to its powerful personalization platform, the team at ThirdLove
began taking a more tailored approach to its customer journey, with experiments resulting in a
number of dramatic performance improvements, including a 23% increase in ARPU, 3% uplift in
homepage hero banner CTR, and 75% improvement in completion rate for its Fit Finder quiz for
first time visitors.

Results

23%
increase in Average
3%
uplift in conversion
75%
increase in Fit Finder quiz
Revenue Per User from adjusting homepage completion rate
after redirecting paid social traffic messaging by stage of journey by optimizing landing page
to personalized landing pages (or for each user) layouts and content for paid
social visitors

“We felt Dynamic Yield was the best because it allows us to do quite a lot out of the gate.
We do have a great engineering team and product team who are running and launching
tests, but we’re able to do twice as many tests by using some of the out-of-the-box tools
from Dynamic Yield.”

Desirae Oppong, Director of Product Growth at ThirdLove

Challenge

ThirdLove’s superior products speak volumes about the company’s understanding of its
customers’ needs, but for many women who have been disappointed buying bras in the
past, a higher degree of personalization was required to gain their trust. To better cater the
customer experience to these shoppers, ThirdLove required a solution that would help them
to:
• Tailor messaging and creative to different audience groups
• Continuously optimize landing pages for each visitor
• Surface the best product recommendations for each visitor

After evaluating a number of other vendors, ThirdLove partnered with Dynamic Yield to take
their personalization efforts to the next level.

Execution

Split tested landing page destinations for paid social campaigns

In order to ensure visitors are exposed to the most compelling information on why to try
ThirdLove products, the team pinpointed the initial landing page experience for different
audiences. For example, instead of dropping first-time visitors on collection pages with
entire product catalogs or the homepage, a portion of traffic was redirected to specific
pages, each more tailored to the segment. Additionally, visitors who landed on the Fit
Finder landing page from certain Facebook campaigns and had already completed the
quiz in the past were automatically redirected to a landing page highlighting content
that is more relevant given the stage in their journey. Upon sending these new visitors
to different landing pages, ThirdLove witnessed a dramatic increase in purchases and
improvement in overall campaign performance. In fact, some of the tests resulted in a 23%
increase in Average Revenue Per User.

Collections Page Homepage Campaign Landing Page

info@dynamicyield.com
ThirdLove witnessed
a dramatic increase
in purchases and
improvement in
overall campaign
performance.
Adjusted Homepage messaging and creative based on browsing history

Knowing the homepage is typically the initial point of discovery for many shoppers,
ThirdLove leveraged its most valuable piece of real estate, the hero banner, to drive
engagement. Tailored according to the individual’s browsing history, messaging and
creative fluctuated for new versus returning visitors across desktop, tablet, and mobile.
Those who had not previously browsed the site received more evergreen content and
messaging around core products, incentivizing them to complete the Fit Finder quiz
and get matched to the optimal bras and product lines. Returning visitors, on the other
hand, were shown newly launched products. By optimizing the homepage experience,
ThirdLove saw a 6% increase in hero banner CTR and 3% lift in conversion.

Homepage hero banner Alternate homepage hero banner

for new visitors for new visitors

Optimizing its Fit Finder journey for new visitors

ThirdLove’s Fit Finder quiz, which helps match women with the right sized bras, is an
incredibly valuable and powerful tool in its customer journey. In fact, 80% of the women
who share their information are recommended a different size than what they reported
wearing, making it all the more difficult to persuade first-time shoppers to take a chance
on new sizes and products. But after changing the first-touch experience for new visitors
to provide more foundational and introductory content for the start of her journey,
ThirdLove saw a significant impact at the top of the funnel, increasing its Fit Finder quiz
completion rate by 75%.

info@dynamicyield.com
By optimizing the
homepage experience,
ThirdLove saw
a 6% increase
in hero banner CTR.
Examples of some of the Fit Finder landing page experiences served by
ThirdLove:

1. Bras Better 1. Bras Better 1. Reviews 1. Fit Finder

2. 60 Day 2. Fit Finder 2. Fit Finder 2. Bras Better

3. Best Sellers (Control) 3. Best Sellers 3. Best Sellers 3. Reviews

Key Takeaway

While ThirdLove’s bras were already tailored to both size and shape, there was still a
large opportunity to tailor the site journey and provide a personalized approach for
each customer. After employing Dynamic Yield’s technology, the team at ThirdLove was
able to deliver individualized experiences that activated and engaged new visitors at
the top of the funnel, refining its efforts through continued testing and optimization to
maximize effectiveness. In the end, ThirdLove was better equipped to fulfill its long-term
commitment to providing better bras to women everywhere, increasing ARPU by 23%,
generating a 3% uplift in conversions, and improving Fit Finder quiz completion rate by
75% for some audiences.

info@dynamicyield.com
Dynamic Yield is an AI-powered Personalization Anywhere™ platform
that delivers individualized experiences at every customer touchpoint:
web, apps, email, kiosks, IoT, and call centers. The platform’s data
management capabilities provide for a unified view of the customer,
allowing the rapid and scalable creation of highly targeted digital
interactions. Marketers, product managers, and engineers use
Dynamic Yield daily for launching new personalization campaigns,
running server-side and client-side A/B tests, leveraging machine-
learning for product and content recommendations, and employing
algorithms for smartly triggered email and push notifications.

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dynamicyield.com | info@dynamicyield.com