Belstaff implements Contentsquare to assist e-commerce optimisation priority and expansion

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After building its online brand over the past 12 months, Belstaff has implemented a new optimisation approach for its website with the appointment of digital experience platform Contentsquare.

Implementing Contentsquare as part of its commitment to providing a superior digital experience, Belstaff’s e-commerce co-ordinator, Stephanie Cave, explained that optimising prioritisation using data-driven insights would be a key focus for the British clothing brand over the next year.

“We’ve had great success in the last year building our brand online. Now we have a solid foundation, this year, our key priorities are ensuring our digital experience is seamless for our customers and boosting conversion. While this is a traditional goal for most of today’s retail brands, Belstaff was originally a very retail-first company so the development of our e-commerce and digital teams is also an important business objective that we are embracing.”

By going a step beyond traditional Google Analytics to provide actionable data-driven insights at speed, Contentsquare is assisting Cave and her team to extend their roles from taking care of the site’s content to encompass metadata, content categories, navigation on-site and more.

“One thing that’s really been useful for us in using Contentsquare is the session replay,” Cave said. “One of the first things I spotted on that feature was that all of our visitors use the size guide, but we had an issue with the size guides not showing up because the URLs weren’t set up correctly on the product pages, meaning the size guides weren’t pulling through. That was obviously adversely affecting conversion so we found a solution to reset all the URLs on the products so the size guides appeared. Then, we completely redesigned the size guide so it was easier to read and simpler to use, which should help us to reduce churn and increase conversion.”

Another issue Belstaff found and resolved using Contentsquare was visitors getting stuck on a product page zoom feature where it wasn’t clear how to exit the zoom, but this was simple to fix by adding a pop-up to help visitors click out of it. By adding the quick pop-up solution, Belstaff reduced the amount of time people spent on a single image, reducing potential visitor frustration.

Belstaff also replaced some content on the homepage with product carousels so visitors could find products quicker and has already seen a massive increase in CTR (click-through rates) on the product carousels compared to when it was content leading to category pages.

Cave concluded: “The main thing that drew me to Contentsquare was it wasn’t just offering data, it was offering solutions. Rather than saying “here’s the data”, you do what you want with it, Contentsquare offered us the data and suggestions on how we could change or improve it to give our visitors a truly optimised experience.

“The dashboard is a dream. Zone-based heatmaps mean I can finally tell people how well content is doing. And with journey analysis, we can now see which categories pages lead to the highest conversion. That’s incredibly useful. Being able to link through to the correct categories on site, and to design content based on not just on bestsellers. With Contentsquare, we can see which categories lead to the highest conversion from there. For example, we have Jackets and Leather Jackets, which hold a lot of the same products, so it’s great to know which ultimately leads to higher conversion. That’s useful. We’ve also started A/B testing with category sorting rolls and it will be interesting to analyse testing segments.”

Contentsquare’s platform is designed to fit neatly into e-commerce brands’ existing technology stacks and enables rapid identification of critical on-site areas of focus to test quickly, giving Belstaff actionable insight into why its online visitors behave in the specific ways that they do. This means that all of Belstaff’s changes both now and in the future can be data-driven, rather than based on speculative hypotheses – saving time and money.