Discriminating consumers have set the bar higher than ever for seamless e-commerce experiences. Companies such as ContentSquare, a global user experience firm, aspire to optimize digital experiences for brands and retailers by enabling its clients to better understand the “why” behind online consumer behaviors.
As browsing behaviors have become top of mind for e-commerce brands, the UX industry is estimated to be worth $3 billion this year, according to Forrester Research.
ContentSquare’s platform strategically identifies and remedies problem areas across mobile, apps and web sites to enhance overall user experiences and reduce bounce rates. Jonathan Cherki, founder and chief executive officer of ContentSquare, founded the company in 2012 upon the realization that brands spent an astounding amount of time and money on campaigns to recruit users to a website, but had no solution for low engagement.
Efrat Ravid, chief marketing and strategy officer at ContentSquare, told WWD, “We use the technology of session replay [to] record everything that happens on the site. Every gesture, every movement, every use of the mouse, every touch.”
She added, “From that, unlike other companies, we ‘smart it down.’ We take all of this big data and show customers how each piece of content [performs] on the site and ask, ‘Did it help bring in revenue or achieve their goals?’ So, for each piece of content on the site — think about text, links, menus, images or videos — we really show how people engage. Did it help the experience, and what are people really looking for?”
The firm’s threefold methodology is to capture, analyze and optimize. Effectively, ContentSquare offers its UX technology to help brands democratize their own data. “We do it in a very simple and visual way because our belief is that customer data needs to be accessible to everyone in the organization, not only analysts. It’s for people like me,” Ravid said.
Its newest UX metrics, which measure engagement, hesitation and float time, offer users a blend of qualitative and quantitative insights to improve user experiences as well as heat map technology to illustrate where users are most attracted. And, personalized insights, impact predictions and suggestions are offered via an AI bot. Data analysis includes measuring the effectiveness of different audiences, segments and KPIs across different pages and continuous testing, which empowers users to implement and test their own changes.
Perhaps the best summation is that ContentSquare creates a living map of the consumer journey: “ContentSquare’s analytics solution [allows] us to follow journeys from beginning to end in a more visual way and in particular, to understand hesitation, scrolling, what makes users convert, etc., while simultaneously remaining agnostic about customer acquisition,” said Soumia Hadjali, vice president of digital operations, e-commerce and digital services at Accor Hotels.
ContentSquare’s clients include Kering, TAG Heuer, Accor Hotels, L’Occitane, Vanity Fair, L’Oréal, Kenzo, AirFrance, Renault Retail Group, YSL Beauty and Peugeot.
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