R.M.Willams x Contentsquare
How R.M.Williams combines data and design to optimise the user experience
The Company
Established in 1932, R.M.Williams is an iconic Australian footwear and clothing brand that has since become one of the best-known and best-loved brands in the world. R.M. Williams is an Australian footwear and clothing company. With over 70 physical stores around the globe and 5 websites servicing Australia, New Zealand, UK, USA, and Europe, the company needed to work with an analytics partner that could provide insights that would not only help inform crucial design decisions but power their omnichannel strategy to drive growth.
The Solution
Quaetapo, Senior Manager Program Delivery and Maija Frankovich, Digital Experience Manager developed a unique approach to analysing customer behavioural data by using a combination of digital experience analytics from Contentsquare and the design platform, Figma.
The challenge
Driving home page optimisation
The homepage is one of the most important pages on any website. Not only is it usually a consumer’s first entry to a brand, but it also has the potential to make or break the customer experience. Aside from allowing consumers to begin navigating and exploring products, it’s also the biggest opportunity to create an impression.
For R.M.Williams, this is top of mind, and it is crucial that the home page is properly optimised. However, the design process is often driven by emotional decisions and subjectivity, and with a team as large as R.M.Williams’, aligning multiple stakeholders on what needs to be prioritised across various teams is an ongoing challenge.
The question is: how do they optimise the user experience without compromising design?
Tracking weekly metrics on their home page, such as attractiveness rate, exposure, revenue and conversion, the team lay out that information in Figma, so teams can easily understand the data and are able to see how these metrics change over the course of weeks.
This method has been deployed over a period of 18 months and gives the team an incredible amount of easy-to-digest data and helping to inform what they need to prioritise, reducing subjectivity’s role.
"My favourite thing about Contentsquare is the ease of use and the capacity to get the information you need very, very quickly. Beyond that, it’s also the opportunity for great depth."
Quaetapo
Senior Manager Program Delivery
Product roadmap prioritisation
Aligning development and product teams around product prioritisation is often tricky, given that teams have such different KPIs and goals. With their digital channels being crucial to the business, delays in fixes can cost - a lot.
The team relies on Contentsquare’s Impact Quantification for this. With a dollar value attributed to errors, it then becomes easy for teams to work together to quickly prioritise and fix the issues that are impacting the business the most.
Powering an omnichannel strategy
For the past 3 years, the team has also been working on an omnichannel project they dub ‘Project Remington.’ For both in-store and online, R.M.Williams uses the Salesforce environment (Commerce Cloud, Marketing Cloud, and Service Cloud) for customer relationship management (CRM). Using Contentsquare, the team is working to connect the data between online sales and physical sales to gain a holistic view of customer behaviour so as to drive growth and power their omnichannel strategy.
Find out how power user Maija Frankovich uses Contentsquare to solve her challenges, what her favourite Contentsquare features are and how she really feels about the platform.
The Results
Through a combination of their experimentation and development programs, and marketing and promotional efforts, R.M.Williams saw a 20% increase in audience, 20% increase in conversion rate and 34% increase in order rate over 12 months.