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Building engagement and trust to provide a great experience por Luke Davies

Building engagement and trust to provide a great experience

How LEGO Group’s data focused approach to content investment, design, deployment and optimization is delivering up to 30% better conversion rates in the online channel.

Building engagement webinar blog image

The fourth in the eStoreAcademy series of webinars includes an enlightening case study from Mark Boston, Global e-Commerce Lead at LEGO Group. He outlines how LEGO takes a scientific approach to building engagement, trust and conversions across the online channel through targeted content development. The session also includes contributions from Ewa Wysocka, Founder & CEO, Tribe 47, and eStoreLabs' Head of Client Success, Martijn Wagemans.

In this blog, I’ll outline some of the key highlights from the webinar, but you can view the full recording for more in-depth insights.


Mark Boston explains how LEGO’s online success is built on a shopper-centric approach. Understanding the shopper, and their behavior throughout the path to purchase – and how behavior is impacted by mission – is the essential starting point for the toy brand’s online channel program, according to Mark. The objective is to design products, channel strategies and content that respond better to the different toy-shopping mindsets within each channel.

Each shopper-type requires a different approach in terms of content and online experience delivered.

In research carried out over three years LEGO identified six key shopping mindsets. “Certain mindsets are more prevalent in certain channels,” Mark explains. For example, the ‘focused shopper’, buying for an occasion, has a single minded approach and is more likely to shop in an e-commerce pure-play such as Alibaba or Amazon. Each shopper-type requires a different approach in terms of content and online experience delivered.

Online shopping touchpoints

The online shopping journey is rarely linear, however, LEGO focuses on four key online shopping touchpoints that are known to drive traffic and conversion. They are:

  • Search
  • Category page
  • Product detail page
  • Brand page

In his presentation, Mark focuses primarily on the product detail page (PDP) and how the brand optimizes PDP content to address different shopping missions, mindsets and channels. “The PDP is the highest converting factor,” he says. Brands need to ensure product page content is optimized for search, because 64% of clicks go to the top three products on the search results page, but it’s not good enough to stuff the content with keywords. The copy must be clear and engaging, while making sure the product’s key features, functions and benefits really come through.

Driving conversion

Mark also explains how experimenting with contextual images – rather than relying solely on pack shots – mobile secondary images and videos have helped LEGO improve conversion rates by between five and 30%. While targeted investments in below the fold content, such as enhanced content, premium enhanced content, and user generated content, in specific channels has  increased conversion rates between 10 and 25%.

“Beyond that we are also playing with new creative formats through premium layouts and brand stores," Mark says. “I would encourage others to lean into [brand stores], as it’s a data rich area where you can test and analyze different approaches,” he adds.

Online campaigns

Mark’s presentation was followed by Ewa Wysocka, from Tribe 47, who talked about how in the context of COVID-19, it’s essential to focus more on shopper and trade marketing campaigns online. During her slot, Ewa provides a very practical guide to running product sampling campaigns online. If you are struggling with the transition from off-line campaigns to online, it’s well worth reviewing.

As she points out, an online sampling campaign might not always be a great idea, because of the cost, complexity and risks involved. However, when such campaigns work they provide an experience that is otherwise difficult to achieve online, while delivering high quality leads, and authentic user generated content and ratings and reviews for newly launched products. Ultimately a well-run sampling campaign can significantly increase revenue for both existing and new products, Ewa says.

Perfect product descriptions

The final presentation from eStoreLabs’ Martijn Wagemans outlined another content-focused case study involving Nestlé Purina’s Felix cat food brand multi-packs available on Amazon UK.

The project leverages eStoreLabs data-centric methodology to enhance content elements such as title, bullet points, product description and search keywords, to maximize search results. In addition, content was boosted by adding mobile-optimized hero Images, enhanced secondary images on PDPs, and revamped A+ premium content, to improve conversion.

The changes saw the brand grow its Amazon UK sales by 21%, and as a result the eStoreLabs methodology was rolled out to additional Nestlé Purina products and brands.

Catch up with the full recording here.