Leveraging customer behavior insights for a standout brand experience

The company

GoPro is a lifestyle phenomenon that has democratized video storytelling and transformed the way we film and watch life and sports events. The action camera brand has invested heavily in direct-to-consumer sales and in its community of active and loyal GoPro fans.

The brand uses the Contentsquare Experience Intelligence platform on a daily basis as its “source of truth” for understanding customer behavior and delivering inspirational experiences to its community of content-hungry fans.

Key metrics

• +80% increase conversions

• Unique brand experience

• Growth in direct-to-consumer sales

The challenge

The digital team at GoPro wanted to increase direct-to-consumer sales, which afford the brand the best margins and more control over their customer experience.

At the same time, because some GoPro.com visitors will choose to complete their purchase through a GoPro ecosystem partner, the company needs to engage and influence all site visitors regardless of where they choose to shop.

The team needed to facilitate conversions on their site, while also educating and inspiring visitors about their brand and products, and taking them as far down the decision journey as possible even if they choose to convert elsewhere.

As a lifestyle brand built on video storytelling and beloved by experience-seekers, the team knew that the product and content were inseparable, and so a successful site for GoPro wouldn't follow a traditional ecommerce design.

This meant going up against accepted ecommerce UX standards of a streamlined interface, and opting instead to wow visitors with rich, visual, interactive content. At the same time, navigation had to remain as friction-free as possible to encourage direct sales.

The solution

With the Hero7 camera driving the lion’s share of revenue for the brand, the GoPro digital team decided to tackle this heavily trafficked page first and redesign it to showcase the brand’s bold new creative vision.

Since the team was navigating uncharted waters with this content-heavy approach, they needed to understand how it was impacting visitors engagement and conversion.

The team used our Journey Analysis to understand how their product detail pages (PDP) fit into the larger visitor journey.

Contentsquare's Journey Analysis was essential to help GoPro understand the impact of a page conversion.

They then drilled down into in-page behavior in Heatmaps, analyzing engagement, attractiveness rate, and click rate, among other things, to see which elements triggered interactions and which caused visitors to exit.

Heatmap analysis of the GoPro website

Based on this approach, the digital team was able to answer the question of how much content to push and how far to go with the redesign. In the end, they opted for a ‘more is more’ approach in line with the expectations of an audience hungry for inspirational content.

Contentsquare has made our lives so much easier — not only can we see how each element of content performs, it also shows us how visitors journey through the site, giving us all the information we need to make decisions confidently. The visualization makes the data easy to consume, and today the team uses Contentsquare as part of its daily decision-making process and whenever we are thinking about UX design.

Eumir Nicasio

Head of Product, Digital & Ecommerce

The result

After launching the newly designed page, the team noticed an +80% increase in conversions from the PDP.

The success of the Hero7 PDP was only the first step, and the digital team at GoPro continues to integrate the Contentsquare platform into all its design processes and experience strategy.

From site evolution to merchandising strategy, the insights the platform provides have empowered the team to hone in tightly on small and large challenges and confidently make decisions about solutions.