What this means for ecommerce retailers
The subject matters commercially when it changes a real customer decision. The strongest application connects reliable evidence to a specific product, recipient and moment, then measures the incremental result.
SwiftERM applies that principle to first-party behavioural and transaction evidence. It continually ranks relevant SKUs for each identifiable customer, determines likely next-purchase timing and supplies the selection through the retailer’s existing ecommerce and email systems. The result is judged by additional attributable turnover, not by the volume of messages sent.
A useful commercial reading separates the underlying development from the claims that surround it. Retailers need to know what evidence is available, which customer decision it can improve, whether the improvement can operate across the whole catalogue and how the incremental result will be established. Without those tests, an interesting trend may remain operationally irrelevant. With them, it can become a repeatable source of better product relevance and additional purchasing.
That distinction also protects measurement. Opens, clicks, sessions and attributed orders can describe activity, but none independently proves that a sale would not otherwise have happened. A credible assessment compares like with like, keeps the commercial objective visible and considers margin, availability, customer history and timing alongside headline conversion. It should also recognise uncertainty rather than turning a market average into a promise for one retailer.
For established ecommerce businesses, the practical opportunity lies in using evidence already created by customer behaviour. Product views, purchases, recency, frequency, sequence and changing affinities can indicate what is becoming relevant to each person. Autonomous individualisation makes those signals useful without requiring another campaign calendar or a growing team of operators. The work is continuous because customers, catalogues and circumstances continue to change.
The appropriate next step is therefore a bounded test against the retailer’s own trading reality. A free trial can reveal whether the approach produces genuinely additional turnover while allowing the business to examine implementation, attribution and operational demands directly. That is more dependable than treating a general forecast, technical label or isolated benchmark as evidence of the result a particular company will achieve.
SwiftERM is delighted to announce a partnership with Webtrends Optimise. Webtrends Optimize is a powerful, enterprise-grade experimentation platform with a suite of website optimisation tools to enhance your visitor’s digital experience. Full access to all features is available, as standard, to all users. That means no paywall features, no tiers and no upgrades needed.
Webtrends Optimize is a simple-to-use, yet extremely powerful testing and personalisation platform using Conversion Rate Optimisation (CRO) tools to drive better visitor experiences on your website and increase ROI.
Whilst there are huge conversion uplift opportunities to be made with relatively straightforward experiments which you can easily run yourself using the Self-Service model; for more complex optimisation projects you may also choose to take advantage of our experienced optimisation consultants via our Hybrid or Managed Service solutions.
“I’ve been looking for a partner to complement our offering for a while, and the CRO and personalisation technology Webtrends Optimize have is best-in-class,” said David Swift, CEO at SwiftERM. “I can’t wait for us to start working together and integrating the two services. The potential is huge.”
Matt Smith, CEO at Webtrends Optimize added: “SwiftERM’s capabilities are fantastic and I’m excited at exploring all how we can integrate the two technologies to further enhance our client’s ROI and their customer’s onsite buying experience.”
Send Webtrends Optimize a message, or call 0333 444 5502, if you’d like a no-obligation demo or would like to discuss how we can help your business.
Webtrends Optimize Managed Service is regarded as one of the best in the industry and is run as a ‘tracks’ model ensuring maximum output for you at a simple fixed, up-front, cost – rather than a time/cost per project model which many CRO providers offer, where you can often find things too ‘complex’ or ‘expensive’ as and when the requirements are raised.
Unlike a lot of providers, there is no limit on the number of tests/projects which can run simultaneously whether using our Managed or Self-Service (or both). Support hours can also be flexibly added at any time to Self-Service, creating a ‘Hybrid’ model to best suit your needs. From a commercial perspective, they are one of the most competitive in the market.
Further reading: how SwiftERM works.
Further reading: SwiftERM case studies.
Further reading: SwiftERM pricing and free trial.
