--- title: A More Fluid Ecommerce Experience description: The ecommerce industry is growing at a rapid pace, with eMarketer predicting the market will reach ... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-43-47-9978-PM-Apr-10-2023-01-09-34-5811-PM-Apr-25-2023-03-02-36-6203-AM-1.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # A More Fluid Ecommerce Experience ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [by Peter Devereaux](https://www.websitemagazine.com/ecommerce/author/peter-devereaux) 20 May, 2015 - - - [mailto:?Body=https://www.websitemagazine.com/ecommerce/a-more-fluid-ecommerce-experience](mailto:?Body=https://www.websitemagazine.com/ecommerce/a-more-fluid-ecommerce-experience) - Link Copied! ![A More Fluid Ecommerce Experience](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-43-47-9978-PM-Apr-10-2023-01-09-34-5811-PM-Apr-25-2023-03-02-36-6203-AM-1.png) **The ecommerce industry is growing at a rapid pace, with [eMarketer predicting](https://www.insiderintelligence.com/insights/future-retail-trends-industry-forecast/) the market will reach $23.927 trillion in worldwide sales in 2015.** The industry's growth can be attributed to shoppers feeling more comfortable conducting business on the Web, thanks to both convenience and the improved experiences retailers are delivering. Not only are retailers catering to consumers on a personal level, but they are also working hard to make the transaction process as easy as possible. This, of course, can't be done without the right technology. While there are many technology providers available in the ecommerce space, [Fluid](https://www.fluid.com/) is one that is taking what consumers want - personalizaton - and giving retailers what they want - increased conversion.  #### **Getting Personal** Personalization has been one of the top buzzwords in the tech industry so far this year, and for good reason. Data from [Infosys' "Rethinking Retail" study](https://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf), for instance, found that 86 percent of consumers say personalization plays a role in their purchasing decisions. Fluid is an ecommerce software and services company that has been offering personalization solutions, such as [product customization](https://www.websitemagazine.com/blog/2012/11/15/customer-go-wild-for-customization), for years. The company's Visual Mix and Match offering, for example, gives customers the ability to mix and match products (such as apparel, bedding or jewelry items) on screen to see how things like patterns and colors look together. "There is a new movement in personalization where shoppers feel like they have control," said Fluid CEO Kent Deverel. "They have a reason to give data and to engage with the brand." Home D‚Äö√†√∂¬¨¬©cor retailer Serena and Lily, for instance, implemented Fluid's Visual Mix and Match software to enable consumers to mix and match bedding products. After implementation, Serena and Lily saw an average order value (AOV) increase of up to 88 percent, as well as a 115 percent increase in time on site and a 79 percent decrease in bounce rate. Deverell notes that brands can also collect information from their customers' Mix and Match experiences to build robust customer profiles and more personalized marketing initiatives. For instance, an apparel retailer could target consumers who bought a specific pair of shoes with an email campaign that features a new matching dress. This campaign would be both relevant and personalized, and could drive engagement on the retailer's site, as well as sales.  ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/Visualmixandmatch-3-1-1-1.png?width=533&height=484&name=Visualmixandmatch-3-1-1-1.png) #### Reducing Friction In addition to personalization, Fluid has taken on ecommerce checkout - with the company's service department helping clients remove trouble spots from this important section of thei website. "Fluid has completely overhauled the checkout process, defining our own best standard for the industry," said Fluid Chief Experience Officer Andrew Sirotnik. Sirotnik goes on to note that Fluid's overhauled checkout features better design and the removal of friction across devices, which is imperative in 2015. Fluid client Jones New York, for example, offers a one page, three-step checkout that requires shoppers to enter only important information, such as shipping address and payment information. Moreover, the page maintains a static column that showcases the order summary and offers a custome ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [Peter Devereaux](https://www.websitemagazine.com/ecommerce/author/peter-devereaux) As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field. - - - - - [mailto:peter.devereaux@websitemagazine.com](mailto:peter.devereaux@websitemagazine.com) #### Popular Post ### [The Impact of Late and Inaccurate Deliveries on Customer Loyalty ![The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/package_delivery-1-1.jpg)](https://www.websitemagazine.com/ecommerce/the-impact-of-late-and-inaccurate-deliveries-on-customer-loyalty) ### [Top 50 Customer Relationship Management Solutions ![Top 50 Customer Relationship Management Solutions](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-50-42-2994-PM-Apr-10-2023-01-15-57-0982-PM-2-2.png)](https://www.websitemagazine.com/ecommerce/top-50-customer-relationship-management-solutions) ### [Square Cash Now Available for Business Use ![Square Cash Now Available for Business Use](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/squarecash-mini-Jan-22-2023-11-46-25-0939-PM-1-1-1.jpg)](https://www.websitemagazine.com/ecommerce/square-cash-now-available-for-business-use) #### Subscribe to Our Newsletter! 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All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Peter Devereaux", "url" : "https://www.websitemagazine.com/ecommerce/author/peter-devereaux" }, "dateModified" : "2023-05-01T20:18:24.665Z", "datePublished" : "2015-05-20T05:00:00.000Z", "headline" : "A More Fluid Ecommerce Experience ", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-43-47-9978-PM-Apr-10-2023-01-09-34-5811-PM-Apr-25-2023-03-02-36-6203-AM-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/ecommerce/a-more-fluid-ecommerce-experience", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Peter Devereaux" } ], "headline" : "A More Fluid Ecommerce Experience", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```