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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.


Vertical Fashion & Accessories


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 the 93% average value per visit since Nosto was implemented. Additionally,
the automated capabilities save the ecommerce team precious time.


OTHER CASE STUDIES

PELAGIC’s Journey to Increased Sales & Engagement through Nosto’s CX
Optimization Services



Read more
Colorful Conversions: How Show Me Your Mumu Boosted AOV by 20% with Nosto’s
Product Recommendations



Read more
Chelsea Peers doubles category page conversions by personalizing to curve and
maternity shoppers



Read more
How Trafalgar Tours leveraged UGC in their marketing funnel through a powerful
campaign



Read more


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www.nosto.com Open in urlscan Pro 141.193.213.10 Public Scan