Case Study: Marks & Spencer achieves 5.4% uplift in new visitor conversions and drives 21% of registrations during site migration with Yieldify

Supporting Site Migration with Customer Journey Optimization

M&S, the UK retailer with a 130-year history and an online presence across 25 countries, undertook an 18‑month replatforming of its Ireland site to deliver a more agile, seamless customer experience. The migration risked typical replatforming issues — delays and post‑launch drops in conversion — and required all registered users to log in to reactivate their accounts, creating potential friction. M&S’s objectives were to communicate the changes, drive reactivations, and boost registrations from new visitors.

Working with long‑time partner Yieldify, M&S deployed rapid, personalized on‑site journeys that targeted returning and new visitors with tailored messaging and incentives (including a free‑delivery promotion) and ran a cross‑channel competition with in‑store and online entry forms. The campaigns delivered 21% of total registrations on the relaunched site, produced a 5.4% uplift in conversion rate for new visitors, and generated over 14.5k competition entries in two weeks.

Marks & Spencer