How JOTT doubled conversions by improving its product discovery journey on Shopify

About JOTT (Just Over The Top)

JOTT, a French urban fashion brand, reinvents the way people dress by focusing on comfort and style. Specializing in ultra-light, all-season, and sleek down jackets for any occasion, they also offer a wide range of functional products.

The brand launched in 2010 and has a very strong presence in retail. JOTT has a network of more than 200 stores in France and Europe. Two years ago, JOTT consolidated its ecommerce store by launching on Shopify with the help of Colorz agency.

The Challenge

When migrating their site to Shopify, Pauline Comet, JOTT’s Digital Director, had one key priority: getting a solution that could be implemented quickly and was flexible enough to respond to brand image issues while supporting its business goals. This meant the tool needed to easily support a personalized merchandising strategy throughout the customer journey. The Colorz, a Shopify Plus-certified agency, immediately recommended Nosto and worked on completely configuring its Shopify site.

This redesign included linking product attributes, including meta-fields and tags. This allows them to personalize the customer journey based on advanced product characteristics such as color, category, stock, and more. It also provides the ability to adjust the ranking of products in category pages based on specific metrics – conversion rates, best sellers, and new products.

“The ease of use of Nosto’s interface allows the JOTT team to quickly increase their skills, giving them an immediate preview of merchandising changes on the platform.”

The Solution

Category Merchandising

To meet the brand’s specific needs for Category Merchandising, JOTT utilizes a combination of:

Automatic merchandising rules to rank products based on key performance criteria such as bestsellers, conversion rates, and inventory levels
Drag and drop merchandising to enable manual positioning of products that work well in physical stores but do not have sufficient visibility on the site. JOTT’s ecommerce team can easily move and pin the products they want to the top of the merchandising mix

The brand has also taken customization capabilities to advanced levels with A/B testing enabling data-driven decision-making. The ecommerce team A/B tested their merchandising rules to show that their original rule performed better, with a conversion rate 10% higher than the optimized rule.

Product Recommendations

Cross-selling with ‘Complete your look’ recommendations:

To increase average order value JOTT has implemented a single block of product recommendations that Pauline and her team can directly adjust. Currently, the emphasis is on a ‘complete your look’ recommendation which aims to present other product types to shoppers.

Cross-selling with ‘You might also like’ recommendations:

To encourage conversions during the brand’s peak sales period, the JOTT site switches its recommendation to ‘you might also like’, which provides personalized suggestions, replicating the in-store experience.

“Nosto knows how to highlight our product’s strengths, namely the color variations, and all in a quick and agile manner on the platform.”

Site Search

JOTT uses Nosto’s Search, which employs semantic intelligence to understand buyer intent and deliver highly relevant results. This allowed the brand to improve its user experience when searching for products. This search function takes into account characteristics such as colour or product typology, helping visitors to easily find what they’re looking for. For example, when a visitor uses the search bar to enter terms like ‘pink jacket’, they can quickly identify products that match their criteria, making the site’s purchase process and conversion much easier.

JOTT has also implemented Search bar redirections which avoids zero search results and showcases their content. So, for example, when visitors type ‘care instructions’ or ‘How to wash my puffy jacket’, they’re redirected to a landing page dedicated to care instructions rather than to product listings. The same is true for ‘delivery’, ‘size guide’, ‘contact’, or even ‘returns’.

In our example, you can see that both ‘how to wash my puffy jacket’ and ‘returns’ seamlessly leads shoppers to the relevant content pages.

The Results

In addition to seeing a significant improvement in Search performance and a 95% increase in conversion on Product Recommendations, Nosto enabled JOTT’s digital team to optimize their product discovery journey continuously. This was evident with their average visit value increasing 93% since Nosto was implemented. Additionally, the automated capabilities save the ecommerce team precious time.

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