The company
Space NK is a niche beauty brand with a strong reputation as a brick and mortar retailer. With stores across the UK, US and China, SpaceNK were looking to expand further through ecommerce. They used ContentSquare to help provide a hyper-personalized experience for customers, while increasing retention and conversion.
The challenge
They turned to Contentsquare to answering three key questions that traditional analytics couldn't
How does content influence a visit?
How can we easily visualize how visitors flow through our site?
How do we go beyond understanding what visitors do to understand why?
When we approached Contentsquare we had 3 questions that we were unable to answer, each satisfying a business case: how to easily visualise how visitors flow through our sites, how does content influence a visit, how do we go beyond understanding what visitors do to understand why they behave the way they do. Contentsquare’s technology answered all 3 and showed us further opportunities we hadn’t yet considered.
The solution
The Space NK team used Contentsquare to discover that the add-to-bag rate for users who click on product reviews was 28.8%, compared to 12.6% for those who don’t. Yet on average, only 6.88% of product detail page (PDP) visitors were engaging with the review stars.
The team set out to increase interactions with the Review Stars section on the PDP and improve the add-to-bag rate. The primary metric they used to measure success was the click rate on Review Stars at top of the PDP.
Space NK hypothesized that getting more customers to read reviews would increase conversion and revenue.
Testing the Review Star section
Space NK tested 2 variations that emphasized the color and styling of the product review stars and CTA around it.
Variation 1 left the stars black, showed the average rating and number of reviews, and allowed visitors to quickly write a review of the product.
Variation 2 changed the color of the stars to yellow and updated the CTA copy to include the number of customer reviews, providing a clearer contextual CTA.
I’ve never come across a tool that does everything that Contentsquare does. In my previous jobs, you had to cobble together data and insights from lots of different places. It’s great to be able to go to Contentsquare and have it give you a full range of insights.
The result
Variation 2 encouraged more visitors to click on review stars and interact with customer reviews.
This ultimately increased conversion by +30%.
