Provide an optimal user experience with Contentsquare data

During this conference of the One-to-One Biarritz 2019 event, various speakers presented Contentsquare’s tool to improve user experience.:

• Sandrine Melone, Digital and E-commerce Director at FBD International
• Olivier Servat, Digital Marketing Manager at Kingfisher/Castorama
• Arnaud Chapis, VP Sales Europe West at ContentSquare.

Presentation of Contentsquare

Contentsquare aims to simplify the work of web analysts and enable more employees to optimise user experience. UX analytics is a new and promising topic, as a very important differentiator between brands.

Contentsquare customers are the companies that struggle to exist against the web giants. The challenge is to achieve the same objectives in terms of content or user experience, without having the same means. This is an important issue because the first impression of the visitor is often decisive. Contentsquare will make it possible to understand which are the elements that engage the user, and which are, on the contrary, the rejects.

In all sectors, digital interfaces have become strategic vectors of influence. One of the first actions to be carried out is therefore to collect data (user data, customer data).

How does the platform work?

A tag line will be added to the customer site in order to be able to record, over a given time, all the sessions of all its visitors, that is to say all the user experiences. The clicks are not only considered; they will also be all the elements that will have engaged the person to click. But rather than practicing replay session, these data are aggregated.

Ultimately, any changes to the site (or application) will be automatically recorded. The data thus collected and aggregated will then be projected directly on the customer’s site, so that the customer can easily access it by means of simplified visuals, without tagging plans.

The indicators used relate to the UX: attractiveness rate, time of hesitation of an area, etc. No sampling is possible in relation to the user experience. Every effort is made to create a “data” culture that can spread throughout the company. The final step is to link behavioural data to business data.

In general, the challenge is to promote and facilitate the exploitation of data within companies. In other words, it is a question of when to use this type of data, and for what type of decision.

Practical cases to better understand

FBD Group, kitchen franchisor

FBD is the first custom kitchen franchisor group, comprising five brands. Some tend to be price-oriented, others to products and services, others to quality, expertise and design.

The group’s main goals are the collection of leads to ensure the notoriety of its brands, and the development of online kitchen sales to meet the immediate need of some in their purchasing process. Several tools are used within the group, including Google Analytics and iAdvize, but especially Contentsquare, used by acquisition teams as well as project managers or webmarketing.

The Cuisine Plus case

Cuisine Plus is a brand that has undergone a rejuvenation. Its repositioning was carried out correlatively between the marketingmeasures themselves and the layout of the website.

In examining the performance, a too high rebound rate was found as well as a relatively low conversion rate relative to the potential of the brand, hence the clean-up of the site. Before that, a lot of content ended up little exposed and little in tune with the user experience.

In particular, the exposure rate was increased by optimising the blocks of the pages consulted, reducing the number of colours used and making the whole more fluid. Sticky menus have also been added so that the customer can make their in-store appointment at any time of the navigation. Moreover, in order not to focus on the desktop, mobile attractiveness has been strengthened.

Ultimately, these optimisations made it possible to improve the customer experience and increase the collection of leads, especially on mobile, a timely improvement when repositioning the brand.

The Ixina case

For Ixina, the most important work concerned communication, defective both on the brand and on pricing. An analysis of the user experience was then conducted on the volume of visits and the type of subsequent actions of potential customers.

To increase the conversion rate, everything was done so that visitors had direct access to the products on the site, in the same way as they found products soon as they entered the store. The first approach was no longer that of the appointment form, but the catalogue choice with a configurator to customise the products. It is important to adapt to the customer’s needs and to move away from the simple salesperson logic.

How to make a positive impact on the customer experience?

Several types of action can be implemented to influence the customer experience and conversion.

First type of action

The group’s problem is the positioning of the Castorama brand vis-à-vis the low-cost Brico Dépôt brand within the same group. Coupled with AB Tasty, Contentsquare is used for this purpose, and requires the employment of a full-time person (implementation, mapping, certification), assisted by a web-analyst.

The advantage of Contentsquare is the very visual result. This tool allows the visualisation of all the visitor paths, and consequently the optimisation of the user experience. An initial analysis was conducted after varying the search bar with AB Tasty. This has already led to a 10% increase in revenue, the average basket and conversion rate have increased slightly, the rebound rate has decreased.

Second type of action

Castorama has a large merchandising team. Contentsquare was then asked to optimise e-merchandising, starting with the list pages, equipped with filters. Generally, the visitor had sometrouble visualising all the products that interest him on the same page. The purpose was to verify if these filters were really useful to the customer.

For Olivier Servat, «the interest of Contentsquare is to give different levels of reading, to go beyond analysis to click rate.»

An overloaded home page can be counterproductive, significantly reduce the engagement rate, and generate longer loading time. If the customer need is not identified (products at the bottom of the page), the ranking is affected. Finally, a gain of 25% in the use of filters was obtained, as well as a 34% increase in clicks on the selection block.

Contentsquare provides a lot of services regarding user experience and customer experience, provided that e-merchants know how to use them and get a good reading of the figures. Proper process should allow for the desired optimisation; a dashboard should help share results. Methodology is indispensable because today’s tools gather so much customer data that one can get lost.

Intervenants :

Sandrine Melone, Digital and E-Commerce Director - FBD International

Olivier Servat, Marketing Manager - KingFisher France - Castorama

Arnaud Chapis, Vice President Sales France - ContentSquare