Growing In-App Revenue with Engaging Content Experiences: New Look

New Look is a leading fashion retailer that aims to inspire and empower customers through accessible style and innovation. With a dynamic digital presence, New Look is committed to enhancing customer journeys and driving engagement in its mobile app. To take their efforts to the next level, they partnered with Storyly, embarking on an exciting experiment that delivered exceptional results!

Mission: Maximize Visits with Product Views

Bringing shoppers to the app through acquisition and awareness campaigns is just the beginning. The real challenge lies in helping users find inspiration and explore content, even when they arrive with low intent or no clear idea of what they’re looking for. 

New Look sought to address this by increasing visits with product views, which could have a ripple effect on add-to-cart and add-to-wishlist rates, ultimately driving more meaningful engagement and conversions.

This is where Storyly stepped in…

Solution: Engaging and Fresh Content

New Look introduced Storyly to transform the in-app experience, navigate users to product detail pages (PDPs), and guide them toward adding items to their cart or wishlist.

“By presenting engaging and fresh content, we encourage users to return regularly, discovering new options and ideas. Through interactions with Storyly, users can easily navigate to PDPs, with the ideal experience leading them to add items to their bag or wishlist, enhancing their journey and connection with the app.”

Maria Kobus, Senior Digital Analyst at New Look

They utilized Storyly’s custom styling capabilities to create an attractive and inspiring design customized for the look and feel of their brand. Locating big, rectangular, and dynamic cards on the homepage, they created an entry point for engaging content experiences with interactive stickers, dynamic videos, clickable components such as buttons or swipe-ups. 

Experiment Time!

To measure the impact of Storyly, New Look conducted an A/B test with a 50/50 user split. The experiment ran for 19 days, providing clear insights into performance differences between the control and challenger groups.

The Results: A Fashionable Win

The A/B test revealed significant improvements across key metrics, highlighting the effectiveness of engaging content experiences:

• 40.5% increase in visits per visitor
• 2.6% decrease in bounce rate
• 1.8% increase in orders
• 0.9% increase in product views
• 0.2% increase in add to wishlist (ATWL)

Also, they observed Storyly’s significant contribution to revenue per session.

Following these impressive results, New Look decided to roll out Storyly Stories to 100% of its users.

By creating an inspiring and intuitive shopping experience, New Look has demonstrated that innovative content strategies are essential for thriving in today’s competitive e-commerce landscape.