How fashion brand Melvin Hamilton uses Zigpoll to collect data across multi-language stores and troubleshoot conversion issues
Survey Types: Exit intent surveys, on-site surveys
Melvin & Hamilton, is a brand who designs and handcrafts high quality leather shoes for the European market. Their ecommerce operation is international, operating across multiple countries including Germany, France, and Poland
Zigpoll had the pleasure of sitting down for a conversation with their director of ecommerce Anja Skolozdrzyk to learn more about how Melvin & Hamilton is using Zigpoll to:
- Launch multilingual surveys and collect data across multiple markets
- Troubleshoot site conversion issues after launching a new site redesign
- Constantly experiment and launch new surveys to optimize key pages
Why Melvin & Hamilton chose Zigpoll for their surveys
Great value and easy integrations
“I think it's really good pricing, and it offers a lot for this price.
You can also easily connect it with other tools - Klaviyo was an important point for us. At first you need to click around a bit, but it's quite intuitive, and I was able to set it up quickly.“
Built-in translation features allowed Melvin & Hamilton to continue collecting data in their largest markets
Melvin & Hamilton is a German brand, and Germany accounts for ~70% of their revenue. This is followed closely by France, Netherlands, and Poland.
Translation issues with other Shopify apps meant that they could not launch these apps in all their stores, resulting in a lack of data in some of their largest markets.
As opposed to having a hard coded, inflexible translation, Anja values Zigpoll’s built in feature that allows her to quickly translate questions and survey elements such as buttons:
“We are using Zigpoll for our five shops. So to be able to translate it [surveys] into any language was a major requirement for us. We are working with some other Shopify apps and sometimes it's not as easy to just translate it. So that's great with Zigpoll”
Diagnosing conversion issues after a new site design was launched
When Melvin & Hamilton did a major change in design and theme earlier in May, they wanted to learn more about how their customers were experiencing the website.
They had noticed that their German site had started to see a lower conversion rate, and their team believed that this could have something to do with their new site design.
So Anja launched an exit intent survey asking customers “Why are you leaving so soon?” to investigate the reason behind these higher bounce rates.
They assumed that “Unclear navigation” would be the most popular answer, but the feedback from their customers indicated that the larger reason for bounces was that their size was not available due to stockouts.
These surveys built confidence within their team and reassured them that their site design was not the root cause!
Testing new surveys from Zigpoll’s template library to optimize high traffic pages
Melvin & Hamilton's next goal is to optimize their high traffic pages, and they’re using Zigpoll’s template library to quickly launch the right survey:
“Because a lot of traffic nowadays arrives directly on the PDP, we're looking around your surveys and noticed there's a survey asking customers if there's information missing on this page.”
Anja plans to leave this survey running continuously, and expects interesting insights to surface that will guide the continued optimization of their PDP.
Moving forward, Melvin & Hamilton aims to continue collecting first-party data from their customers with Zigpoll. The next survey they want to test? One that helps them build customer personas with more detail.
