Driving $2.7M incremental revenue from three tests
THE CHALLENGE
One of Clarks' key priorities was optimizing the design and layout of their new website using Contentsquare. The UK-based international shoe manufacturer and retailer started analyzing how their visitors were flowing through this new site using Contentsquare's Customer Journey Analysis tool. What they noticed was a significant drop off in visitors adding products to their basket on the product details pages.
THE METHODOLOGY
Clarks then used Contentsquare's zone-based heatmaps to view the click rates of on-page elements to better understand how visitors were interacting with Clark's product pages. The team noticed more visitors were interacting with the Size and Add to Cart buttons than the Width selector — a required step to add a product to your checkout cart.
Contentsquare’s unique UX analytics metrics are invaluable for drilling into page-specific behaviors and allowing us to surface actionable insights. We can understand how particular UX behaviors and blockers are impacting consumers on our site and pick the tests that are going to do the most good rather than the ones we think will make the most value."
Craig Harris
Head of Performance Analytics
Clarks
THE OUTCOME
After seeing this behavior, the Clarks team decided to pre-select widths when only one width-fit is available, helping remove customer frustration and making it easier for visitors to add an item to their cart. This massively increased the Add to Cart rate, driving $1.1M annual revenue from this one insight alone.
The biggest resource benefit to me of Contentsquare is time. To get that level of insight and to drive that many beneficial tests we’d really need another 3 full time members of staff, but by using Contentsquare we can drive insights across the whole digital team."
Craig Harris
Head of Performance Analytics
Clarks
