Contentsquare Use Cases

The challenge for ŠKODA was to enhance the online customer experience and increase the number of test drives booked via their website. They aimed to identify navigation barriers, find areas for improvement, and understand which interactions correlate with test drive bookings.

To address this challenge, the Merkle team developed a measurement framework and employed tools like Google Analytics and Contentsquare to analyze user behavior. They uncovered issues such as unclear next steps for users and looping behavior between pages. Based on these insights, they implemented changes to enhance the visibility of the toolkit and improve user navigation.

The results were significant. ŠKODA saw a 40% increase in test drive visits, along with boosts in visits to the Finance Calculator (+10%), Find a Retailer (+12%), and Car Configurator (+3%). These improvements not only increased test drive bookings but also solidified intent to buy, as indicated by increased engagement with various tools on the website.

Avon faced a challenge where their makeup category page had a low exposure rate for the product carousel, with only 60% of desktop users seeing it. Visitors tended to view the banner image at the top of the page but were not scrolling down to the product carousel located beneath the fold. Despite this, the area had a high attractiveness rate, and visitors who did engage with the carousel showed a high conversion rate.

To address this challenge, Avon's digital team decided to run an AB test on the page. They aimed to determine whether reducing the height of the banner and bringing the product carousel higher up on the page would lead to a healthier exposure rate, increased engagement, and improved conversion rates. The team analyzed various metrics during the test, including exposure, clicks, scroll behavior, time spent on the page, bounce rates, exit rates, and conversion metrics.

Reducing the height of the banner and bringing the product carousel higher up on the page resulted in significant improvements. The exposure rate increased by 44%, from 57% in the control group to 82% in the variant group. Additionally, there was a 24% increase in click rate, and the overall revenue attributed to the zone increased by 35%. The variant segment also drove revenue 6% higher than the control group. Furthermore, the bounce and exit rates decreased, and visitors spent an additional 5 seconds on the page.

The Falconeri sales team faced a significant challenge with the constant need to update homepage widgets with new content, leading to high maintenance costs in terms of time and effort. Weekly updates and troubleshooting were consuming over 14 hours and 2 hours respectively, affecting team productivity and efficiency.

Using Zone-Based Heatmaps, the team analyzed homepage widget performance, identifying two widgets that were underperforming in terms of engagement rate. Armed with this insight, they launched an A/B test to determine whether removing these unengaged widgets could improve homepage performance and reduce manual maintenance efforts.

Removing the underperforming widgets led to a significant reduction in manual maintenance workload, saving the team 14 hours per week previously spent on updates and 2 hours per week on troubleshooting. Additionally, the projected annual savings amounted to $20K. This streamlined approach freed up time for the sales team to focus on revenue-driving activities, resulting in improved efficiency and productivity.