Xandres: A/B testing backed proof of increased average order values on product pages with UGC

Read on to discover how Xandres have incorporated User Generated Content across multiple touchpoints to enhance their eCommerce journey, strengthen their online community and achieve positive eCommerce results in the process. 

Numbers

The Story

Xandres is Belgian a women’s fashion retailer with over 50 years of experience in creating classic, elegant and sophisticated designs that stand the test of time. The brand has a sustainable approach to fashion, making premium quality pieces that are designed to become treasured wardrobe staples. 

Diversity and inclusivity are also core values that lie at the heart of their approach, with their collections featuring sizes ranging from 34 to 56. Xandres create luxurious yet accessible designs that convey a sense of self-expression for everyday wear and special occasions.

The challenge

Xandres were looking for a way to enrich their eCommerce strategy so that their customers could better see themselves reflected in the marketing materials on offer. The brand prides itself on providing affordable luxury, featuring high-quality pieces that look fantastic but are accessible for everyday women. It stands to reason that the brand was looking for a form of content that is equally accessible. Our User Generated Content platform was the right solution for gathering and distributing an authentic form of content that users could see themselves reflected in and draw inspiration from.

“It’s very important for us that people get an accurate depiction of our products. We go to great lengths in creating lookbook images and lifestyle images. We fly to far away places to make the clothes look absolutely perfect. But it’s still really helpful for customers to also see what the clothes look like on people just like them. So how other people are wearing the clothes, what style combinations they are making, and so on.”

Tim Ceuppens, International eCommerce Lead at Xandres

The solution

Flowbox has also allowed Xandres to collect highly valuable consumer content that acts as social proof and distribute it across multiple touchpoints in their marketing strategy. UGC is featured on their homepage, on their product pages, in their customer newsletter, as well as on a dedicated #xandreswomen community page. 

Xandres understands the power of User Generated Content in building a sense of community around their brand. To encourage consumers to participate in this community they offer an incentive for those who share images of themselves in their products on Facebook or Instagram tagged under the hashtag #xandreswomen. A winner is announced each month and they receive a €50 gift voucher.

“UGC allows us to make our online community feel complete. So we call it Xandres Women, where women are part of a community of successful people who are shining in our products.”

Tim Ceuppens, International eCommerce Lead at Xandres 

To leverage the power of UGC the brand sends out a newsletter that goes out once or twice per season that features the best content they have collected using Flowbox in the period leading up to its release. Highlighting the creative contributions of their customers functions to solidify the digital community surrounding the brand, offer realistic style inspiration that engages consumers and encourages customers to participate by sharing their own #xandreswomen content. 

Xandres recognized the potential of User Generated Content to enhance their product pages and conducted A/B testing to measure its impact. By using Flowbox widgets on product pages and comparing them against control pages where UGC was not shown, Xandres found that UGC had a significant positive effect on the customer journey.

The A/B tests were conducted across both mobile and desktop devices, and the results were impressive: a 14% increase in average order value on mobile and a 16% increase on desktop. These findings suggest that the addition of UGC on product pages acts as a source of inspiration, encouraging customers to make additional purchases at checkout.

The Flowbox experience