Moss Bros. has appointed Contentsquare, an industry-leading digital experience platform, to assist in transforming the leading men’s fashion retailer’s online testing practices.
Matthew Henton, head of e-commerce at Moss Bros, commented: “Contentsquare is a UX analytics platform which helps us to get a much better understanding of how our customers are interacting with our websites. At Moss Bros. we have a strong test and learn culture and we conduct lots of AB testing onsite. What ContentSquare has enabled us to do is conduct post-test analysis to drill down into exactly why a particular test has won or not won. This has allowed us to improve the overall process of testing and deliver a much smarter approach to optimisation. Using the valuable insights that Contentsquare delivers, we can now easily identify points of friction, determine which areas of the site to test and use those results to offer different approaches for improved customer experience.”
Sitting alongside Dynamic Yield as part of the Moss Bros. optimisation toolkit, Contentsquare has already been used to increase traffic from a key product page to checkout by 14%, in addition to providing time-saving benefits. As a result, both conversion and revenue have increased – both up 13% – for that product page.
Bryony Tagg, e-commerce trading manager at Moss Bros. explained: “We were looking at some analysis in the Contentsquare dashboard and also in Google Analytics through the checkout funnel and we saw there was quite a big drop off rate, of nearly 50%, between people progressing from the product pages through to the checkout. From the analysis we saw in the dashboard we then went into the page comparator in Contentsquare and began to analyse why this could be.”
The team went into the easy-to-interpret visual page comparison to analyse why. One of the key findings was that the scroll rate on the product page was not as high as other pages. Using Contentsquare’s ‘CS Live’ zoning feature to investigate further, Moss Bros. found that visitors who interacted with the bottom half of the product page, which encompassed recommendations and reviews, were more likely to convert than those who didn’t.
Through Dynamic Yield, Moss Bros.’s testing platform, the team built a tabbed approach, ensuring that customers could see the product description, reviews and recommended products just below the fold. By moving the higher-interaction sections further up the page, reducing the need to scroll, there was an increase in traffic going from the product page through to the checkout.
Tagg noted: “The results of the test were overwhelmingly positive. The people who progressed from product page to basket increased by 14% which was much bigger than any of us were expecting. And the knock on effect of that was that we positivity improved conversion by 13% and increased revenue by 13% as well. Contentsquare has really changed the way that we approach our optimisation strategy. All of the decisions on what we do and why we do it are driven by the data we find and ultimately analyse in Contentsquare.”
The platform also enables Moss Bros. to dig into the test results to understand why a particular test has won or lost so the brand’s entire digital team, from UX and digital acquisition to optimisation and trading, can continuously drive improvements.
Henton concluded: “Contentsquare drives benefits straight to the bottom line. It’s widely adopted across our entire digital team, from UX to digital acquisition to optimisation and trading, allowing them to easily identify points of friction. It allows us to be nimble and drive changes onto our site which are directly benefiting our customers. Contentsquare really has changed the way we do testing and the decisions behind what we do.”