How Johnson’s Baby delivers personalized content experiences that sell with visual commerce
Most brands struggle to give their audience personalized, contextually relevant buying experiences. For Johnson’s Baby, this was an all too familiar scenario. Fortunately, the team broke through these barriers by implementing visual commerce. Here’s their story.
Realizing the barriers of impersonal content
In 2019, the Johnson’s Baby team knew that they had a problem. The experience across their website didn’t reflect the needs of their visitors, which was having a negative impact on engagement and conversion rates.
“Our website resembled a static digital brochure, presenting the same limited content and products regardless of where visitors originated from, their demographics, or preferences. Most visits were to the homepage, and bounce rates were too high.”
Selling to new and prospective parents means helping them to understand the science behind Johnson’s Baby. But due to the impersonal and static nature of content on the website, their visitors would leave without being inspired to make a purchase.
What the team hadn’t realized was that they already had lots of great content that could help their audience and boost sales — but it was nowhere to be found on their website.
Instead, their best content assets (educational articles, emotive videos, and inspiring posts) were spread across seven different channels and sources. From social media platforms to brand collaborations, right through to their network of influencers.
At the time, nothing on our website was curated to the needs of our audience and there were no ‘playlists’ for content to keep our audience engaged and on-site.
Not only was the lack of relevancy eroding brand trust and consumer confidence, but sales and user engagement were flatlining. Change was essential.
On the lookout for disruptive, innovative technology
Having identified the need for personalization, Johnson’s Baby looked to its flagship brand to find a platform that would help support their goals.
“Our ambition was to deliver a superior website experience that would decrease bounces and boost conversions.”
During their research, however, the team realized that most vendors were focused on personalized product recommendations and offers. But the team had their sights set on something much bigger. Something that would win customers for life.
We needed personalization that would tailor content to our audience and their interests. That would leverage both first and third party data as well as data indicated by consumers in their visits, such as pregnancy.
Later that summer, Johnson & Johnson launched an innovation program to find more suitable vendors that could make their ambition a reality. Although more than 300 applications were received, only 15 were shortlisted. Knexus was one of these.
The Knexus team flew out to Johnson & Johnson Consumer Healthcare’s New Jersey HQ to explain how the visual commerce platform could meet their needs and more.
It was during this time that Knexus highlighted the key challenge Johnson’s Baby hadn’t yet realized — getting its most effective content out of channel-based silos, integrating it across individual buying journeys, and making each asset instantly shoppable.
Soon after, the Johnson’s Baby team gained full confidence that the visual commerce platform could uplift their sales and put a stop to impersonal experiences for good.
Connecting content to sales for good
Today, Johnson’s Baby delivers personalized, contextually relevant content experiences for each and every website visitor. The most effective content and product pairings are always selected for each shopper in real time, making buying decisions much easier.
In fact, the leading babycare brand has uplifted its sales by 120% – a percentage that grows month on month. Engagement has also improved across the website, with content clicks up by 73% and bounces down by 24%.
What’s more, the leading baby care brand has been able to harness its data more effectively and build a better understanding of its visitors, combining first and third party sources in new ways that the team hadn’t ever considered.
With advanced content analytics now in place, Johnson’s Baby can quickly see the relationship between different types of content and sales performance. As a result, the team can tap into direct sales insight to inform future content investments.
The bottom line? Johnson’s Baby understands the power of content to grow sales.
In fact, there’s been a shift in behavior as the team invests more into content. They recognize that the best content for their customers isn’t always their own, but from their influencers or through other sources.
And, as the visual commerce platform continually learns and optimizes the selection process for each content asset, Johnson’s Baby has future-proofed its delivery of personalized buying experiences — connecting content to sales for good.
“Creating a fully personalized website experience with Knexus has delivered strong eCommerce results, and emphasizes the value in providing relevant content to our audience along their journey.”
“We will continue to focus on delivering high quality content. And we will also be expanding the reach of our personalization efforts to other areas of our business.”
See exactly how Johnson’s Baby did it
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