{"id":98614,"date":"2022-04-14T06:00:08","date_gmt":"2022-04-14T13:00:08","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98614"},"modified":"2025-12-19T16:12:57","modified_gmt":"2025-12-20T00:12:57","slug":"diane-james","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/diane-james\/","title":{"rendered":"Diane James Homes Identifies Best-Fit Customers With The DXO Program\u2122"},"content":{"rendered":"<div class=\"c-case-study-topper\"><div class=\"c-case-study-topper__content\"><div class=\"c-case-study-topper__logo-holder\"><img decoding=\"async\" width=\"300\" height=\"94\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/diane-james-case-study-logo-300x94.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/diane-james-case-study-logo-300x94.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/diane-james-case-study-logo-240x75.png 240w, https:\/\/thegood.com\/wp-content\/uploads\/diane-james-case-study-logo.png 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div> <!-- \/.c-case-study-topper__logo-holder --><div class=\"c-case-study-topper__quote\">\u201cWorking with the good has been an amazing experience, our conversion rate is up 35%, our average order value is up 15%, and best of all our revenues are up 50%.\u201d<\/div><div class=\"c-case-study-topper__quote-attribution\"><div class=\"c-case-study-topper__quote-attribution-text\"><strong>Carolyn McDonough<\/strong>,\u00a0<em>Co-CEO, Diane James Home<\/em><\/div><\/div><\/div> <!-- \/.c-case-study-topper__content --><div class=\"c-case-study-topper__key-results\">\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>35%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">conversion rate increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>52%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">bounce rate reduction<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>15%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">average order value increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe class='hippo-embed-frame hippo-embed-frame-inline-21402536' width='100%' height='100%' scrolling='no' style=\"display: block; margin-left: auto; margin-right: auto\" frameborder=0 marginwidth=0 marginheight=0 src='https:\/\/video.thegood.com\/video\/embed\/UStVj5vgYuTedO8mtjQhn1oWryg_k_C07ryis0kNZD0?org_tok=5pD1e7SrWYyQbO6Ob9XsgA&#038;autoplay=false' allowfullscreen ><\/iframe><script>window.hippoEmbedSeo = \"\";<\/script><script src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-delivery-embed.js\" async><\/script><script>var hippoResponsiveInline21402536 = function() {var frames = document.querySelectorAll('.hippo-embed-frame-inline-21402536');for(var i = 0; i < frames.length; i++) {frames[i].style.height = (frames[i].offsetWidth\/1.777) + 'px';}};document.addEventListener('DOMContentLoaded', function() { hippoResponsiveInline21402536(); });window.addEventListener('resize', function() { setTimeout(hippoResponsiveInline21402536, 10); });hippoResponsiveInline21402536();<\/script><script>window._hippo_cx_domain = \"\";var hippo_script=document.createElement(\"script\");hippo_script.src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-embed-mh.js\";document.body.appendChild(hippo_script);<\/script>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-overview\">The Overview<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Diane James Home is the leading resource of faux flower arrangements and plants, handmade to order in Connecticut, USA. They sell to retail stores like Bergdorf Goodman and Neiman Marcus, through interior designers, and online at dianejameshome.com.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge\">The Challenge<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">When Diane James Home approached The Good, they had seen success and growth in their retail channels and were seeking to replicate that success online. They had recently launched a new website, but we seeing a lower-than-normal conversion rate and needed help.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-process\">The Process<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The Good completed\u00a0an initial user experience audit and deep data analysis, which highlighted the challenges that consumers were facing with the site\u2019s user experience and content strategy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThey put together a road map that included testing our website as it is now and making tweaks so that it would be more appealing to our customer base.\u201d<\/p>\n<cite><strong>Carolyn McDonough<\/strong>,&nbsp;<em>Co-CEO, Diane James Home<\/em><\/cite><\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">After discovering the challenges, they began the<a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\"> Digital Experience Optimization Program\u2122<\/a>. to help solve them. The program identified a variety of user-experience improvements based on qualitative consumer feedback and user-testing, as well as quantitative decision-making based on data analytics.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\">The Solution<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The Good discovered that the website was creating an anchoring effort in regards to pricing. Consumers visited the site and saw prices that would be high for live flower arrangements, and they did not realize that the flower arrangements were high quality, long lasting faux.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The assumption was that they were real, and thus extremely expensive compared to a single purchase of a live floral arrangement which would die in a few weeks, rather than years of enjoyment with faux.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWhen The Good did user testing on our website, they found it took 13 minutes on average for the customer to realize that our silk flowers were not silk because they look so real.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">To reduce the anchoring effect on pricing, The Good ran several multivariate tests on ways to signify that the arrangements were high quality faux, and would last a lifetime \u2013 resulting in a large savings over continually replacing live flower arrangements. Upon implementation of the winning multivariate tests,&nbsp;<strong>bounce rate improved by 52%.<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">In addition, while Diane James Home utilizes extremely professional and quality product images, the setting for displaying the floral arrangements typically had a more classic style rather than a contemporary style.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">User research and data analysis conducted by The Good showed that the consumer base was trending younger, and to better appeal to that consumer base the site\u2019s content needed to be more contemporary looking. Upon updating the site with more modern imagery,&nbsp;<strong>pages per session improved by 12%.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cOne of the most surprising things we found out while working with The Good is that the data shows our customer base was actually younger than who we expected was buying our product.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">So far, with these and other improvements, The Good\u2019s <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">DXO Program\u2122<\/a>\u00a0has resulted in a total\u00a0<strong>50% increase in revenue for Diane James Home.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\">The Results<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Today, as a result of The Good\u2019s\u00a0<strong><a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">DXO Program\u2122<\/a><\/strong>, Diane James Home now has access to monthly reporting on the data and metrics that drive their online sales.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cPart of the process of working with the good is our monthly meetings. And since we\u2019re data-driven people, we\u2019re always fascinated to see what they have in store for us.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">Along with The Good\u2019s expertise, know-how and guidance on optimization, Diane James Home\u2019s online sales are growing and consumers are happier with the constantly improving user experience.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Within six months of starting the\u00a0<a href=\"https:\/\/thegood.com\/conversion-growth-program\/\"><strong>Digital Experience Optimization Program\u2122<\/strong><\/a>, Diane James Home\u2019s\u00a0<strong>conversion rate is up over 35%<\/strong>, the\u00a0<strong>bounce rate has reduced 38%<\/strong>\u00a0and\u00a0<strong>average order value is up 15%<\/strong>\u00a0\u2013 all leading to\u00a0<strong>overall revenue being improved by over 50%.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWorking with The Good has been the best investment of this year so far. The guys are experts in their fields.\u201d<\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-they-got-there\">How They Got There<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Diane James saw impressive results as a direct result of the <a href=\"https:\/\/thegood.com\/conversion-growth-program\/\"><strong>Digital Experience Optimization Program\u2122<\/strong><\/a>.<\/p>\n<\/div>\n<\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":99177,"menu_order":100,"template":"","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":[]},"service-type":[10141],"business-model":[10147],"industry":[10153],"class_list":["post-98614","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-conversion-growth-program","business-model-ecommerce","industry-physical-goods"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/Diane-James-Home-Featured-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>\u201cWorking with the good has been an amazing experience, our conversion rate is up 35%, our average order value is up 15%, and best of all our revenues are up 50%.\u201dCarolyn McDonough,\u00a0Co-CEO, Diane James Home 35%conversion rate increase 52%bounce rate reduction 15%average order value increase The Overview Diane James Home is the leading resource of faux flower arrangements and plants, handmade to order in Connecticut, USA. They sell to retail stores like Bergdorf Goodman and Neiman Marcus, through interior designers, and online at dianejameshome.com. The Challenge When Diane James Home approached The Good, they had seen success and growth in&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Diane James Homes Identifies Best-Fit Customers With The DXO Program\u2122 - The Good<\/title>\n<meta name=\"description\" content=\"Hear from Carolyn McDonough, Co-CEO of Diane James Home, about how they leveraged The Good&#039;s expertise to identify and optimize for their best-fit customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/diane-james\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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