Case study

Cotopaxi

Personalization innovator award winner

Capability

Consumer Acqusition & Engagement

Subcapability

Personalization

Introduction

As a brand with a premium product at an elevated price point, it’s important for Cotopaxi to nurture visitors through the different stages of the buying process. Education and price justification are key factors for users who are just beginning to research product options. Personalization allows Cotopaxi to meet their website visitors where they are and create an experience that speaks to their needs at every point of the buyer journey.

How Cotopaxi does it

Simplifies browsing for customers, curating complete look recommendation widgets on each product detail page (PDP) so that customers can visualize which items to pair together. As well as creating outfits that look great, Cotopaxi leverages user affinity profiles to make sure that the items recommended match the visitor's affinity to men’s or women’s clothing so that the product suggestions are relevant and more likely to drive engagement.

Maximizes PDP engagement by creating a landing-page style experience for key travel packs, their most popular products. Despite their popularity, customers can be particularly sensitive to the price of these packs, so Cotopaxi dedicates more page content to these products. In addition to the primary product section, the team added modules that highlight key product benefits, social proof, and videos of the products in action, driving conversion rates (particularly amongst mid and low-intent visitors). 

Makes it easier to understand the differences between their products, so that their customers can find the right product for them. Using Dynamic Yield and Shopify's product API, Cotopaxi pulls key information and imagery from each pack into a module for easy side-by-side comparisons between packs. As well as making the shopping experience easier for their customers, Cotopaxi saw a 12% increase in conversion rate following this helpful update.

What it looks like

Cotopaxi enhances the shopping experience by setting up three unique outfit curations on product pages. On the pack PDPs, they feature the pack the user is currently viewing, paired with a base layer such as a tee or long sleeve shirt, a fleece or insulated jacket layer, and a bottom piece, either shorts or pants. Leveraging Dynamic Yield’s recommendation engine , specific rules are set for each slot to ensure relevance and cohesion.

These apparel recommendations are further tailored based on user affinity. For users with a top three affinity to men's apparel, men's clothing options are displayed, and similarly, women's apparel is shown for those with a preference to women's items. This targeted approach has proven highly effective, resulting in a 13.67% increase in conversion rate, a 7.21% rise in average order value, and a 21.87% boost in revenue per visitor.

Cotopaxi’s key travel packs are popular, but user surveys indicated price as a friction point. To address this, the team designed several modules and tested their positioned above the primary product section with Dynamic Yield. These modules highlight the key features of the bag, incorporate user-generated content and reviews, and showcase the product in action with a walkthrough video that links the product to Cotopaxi’s overall mission and impact.

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The layout tested well, with low and medium-intent audiences, resulting in an +8.11% increase in add- to- cart rate, a +16% conversion uplift, and a +15% increase in revenue per user.

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One of the challenges for Cotopaxi is educating users on product differences to reduce friction in the decision-making process. In this pack product listing page experience, Cotopaxi used Dynamic Yield and Shopify's product API to pull key information and imagery into a modal that allowed a user to easily compare products on several criteria.

Following this experience update, Cotopaxi saw a +6% lift in add-to-cart rate, a +12% lift in conversion rate, and an +8% lift in revenue per visitor.

Replacing color swatches with product images

In this test, Cotopaxi used Dynamic Yield and Shopify's product API to pull in the primary image for each color variant of a product, and used that to replace the original preview, which was a single-color swatch. This experience allowed a user to see a thumbnail of each color variant and more easily find their preferred hue.

This resulted in a significant increase in page views (+17.8%) and a notable increase in add-to-cart rate (of +5%).

What’s next?

As Cotopaxi looks to the future, its team wants to continue personalizing and creating different landing page-style experiences for users based on intent levels – this includes a ‘new to Cotopaxi’ page that they are excited to test.

Cotopaxi will also expand personalized experiences to as many touchpoints as possible beyond just the onsite experience. The team hopes to continue innovating and taking advantage of new capabilities and tools with Dynamic Yield, such as AdaptML, a centralized AI system powering its Experience OS, which includes VisualML, to identify and recommend visually similar products.