Supporting Ocado to Grow & Scale Their Acquisition Testing Programme

Context:

Client Overview and Partnership Inception

Ocado, the UK’s largest pure-play online grocer, is dedicated to transforming the grocery shopping experience with a focus on convenience and efficiency. Our collaboration with Ocado commenced in 2021, marking the beginning of a strategic partnership aimed at enhancing their customer experience through experimentation and personalisation.

Success Story

Challenges Faced and Strategic Focus

One of Ocado's primary objectives was to drive new customer acquisition in the incredibly competitive UK grocery market. The challenge lay in developing a deep understanding of the needs of potential new customers and adapting the shopping experience to meet those needs to drive impactful results.

Approach and Execution

  • User-Centric Ideation: Collaborating closely with Ocado to understand specific segment needs, user-centric optimisation efforts shaped a customised testing roadmap to deliver meaningful personalisations.

  • Diversity In Testing: Diversifying the testing roadmap facilitated the extraction of valuable insights rapidly, across strategies, to broaden the scope of opportunity.

  • Program Scaling: Methodology that allowed for simultaneous testing enabled multiple independent tests within the acquisition segment, accelerating experimentation insights while preserving data integrity.

Key focus

  • Meaningful personalisation
  • Fostering a culture of experimentation
  • User centric ideation

Key Points and Success Highlights

  • Strategic Personalisation: Customised journey experiences support users in their first shopping experience, driving acquisition goals and demonstrating a dedication to a customer first approach.

  • Culture of Experimentation: Success of testing efforts garnered trust from stakeholders, fostering a culture of experimentation within Ocado, leading to continuous improvement and data-driven decision-making.

  • Continuous Innovation: With meaningful personalisations serving the Ocado customer, the stage is set for continuing to test bold hypotheses and ongoing enhancement opportunities, across segments, to drive sustainable growth.

Impact

  • 6% increase in users booking delivery slots and a 2% lift in mobile checkout conversion illustrate how incremental wins across the funnel contribute to positive acquisition metrics.
  • Ocado has seen a +41% YoY growth in new registrations, with AOV for this segment lifting +2%. By continuously improving the user experience and targeting users beyond their first shop, Ocado has seen a +2pp YoY increase in retention to the fifth shop, leading to a growing active customer base.

Programme in focus

Thoughts from our collaboration

We asked those working on the programme each day to share their thoughts on working together.

What the client said

“Partnering with Conversio has been a transformative experience for our business. From the very first consultation, the team displayed a deep understanding of our challenges and goals. They have been a critical part of our CRO programme for the last 3 years, at the beginning helping us get started, supporting us with our long term projects.”
-- Shelby Moncherry Desfosse, Digital Product & Optimisation Lead

What we love

"Our work with Ocado has been so fulfilling for everyone at Conversio involved. They didn't need to buy in to optimisation, they were onboard from the start. But they knew they needed help to get the foundations right and the guardrails in place to make sure they could scale quickly and effectively. That structure and support is what Conversio added to the equation."
-- Andy Chittock, COO

What Other Clients Say

"I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner."
-- Shelby Moncherry Desfosse, Ocado, Digital Product & Optimisation Lead

"Data is at the heart of what Conversio do..."
-- Dave Wood, Laithwaites Wine, Head of Digital Performance

"Conversio provided incredibly valuable insight to support and extend upon core business strategies..."
-- Jamie Russell, Monsoon, Ecommerce Manager

Achieve Success

Ready to Elevate Your Brand?

Let's discuss how our tailored solutions can scale your experimentation programme and drive sustainable growth. Get in touch for a free consultation.

Common Questions

Your Questions, Answered

  1. What services do you offer?
    We offer comprehensive optimisation, experimentation and personalisation as part of our bespoke programmes which encompass a broad range of disciplines including analytics, data warehouses, workshops, UX design etc.

  2. How do I get started and is there a trial?
    We recommend a 6-month Activation Period which facilitates onboarding, discovery workshops, analytics, tools and programme setup. Depending on goals and objectives, we will agree success metrics for the period to measure performance with no lock-in if these are not met.

  3. How much do your programmes cost?
    Our programmes are tailored to your stage and need... Entry-level programmes start from around £10,000 per month.

  4. Do you work with small businesses?
    Absolutely! We are passionate about helping businesses of all sizes thrive.

  5. What makes Conversio different?
    We take a very different view of experimentation... No inflated results or metrics, no manipulative tactics. Just humans engineering for humans.

  6. What is your typical programme timeline?
    Our Activation Periods usually run for 6-month with onward programme terms of 12 or 24 months.