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Drapers Digital Forum: Finery founder's secret weapons for conversion

Nickyl Raithatha, founder and chief executive of womenswear etailer Finery, gave the audience at Drapers Digital Forum in east London an exclusive insight into how it had grown to 600,000 monthly site visits since its launch in February 2015.

In a “power talk” at the conference, Raithatha offered a behind-the-scenes look into the strategies Finery uses to drive conversion and retain customers.

“The best way to build the brand is to get endorsed, have people talk about you and rely on the press,” said Raithatha. “That is how you know customers trust us and visit the site for the right reasons.”

Using programs such as Hotjar ad Optimizely, Finery analyses where people are clicking, hovering and going back to. From that data, customised landing pages and personalised messages are created that help to retain them.

With the increased personalisation, “eventually, the customer will see something that they like”, said Raithatha.

“Overall, offering a different and unique experience makes a huge difference.”

Finery is now working on creating waiting list functionality to let customers know when a product they want becomes available.

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