Space NK chooses ContentSquare’s unique UX analytics platform to action previously unattainable behavioural insights

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ContentSquare today announces that Space NK (as well as their other domains Evelom and Malin & Goetz) have chosen its industry-leading user experience (UX) analytics platform to surface “previously unattainable behavioural insights”.

Space NK will use ContentSquare’s visual insight platform to help them optimise their web and mobile pages and understand how specific visitor segments flow through their site. Ultimately, ContentSquare will allow Space NK to easily interpret customer behaviour and their shopping missions. For example, they’ll now be able to quickly identify visitor frustration and see, at a glance, how every ‘block’ of content contributes to engagement and conversion.

ContentSquare’s platform will allow Space NK’s entire e-commerce team (across  merchandisers, content, acquisition and optimisation roles) to make data-driven decisions throughout their site and to better prioritise the areas of focus. This will allow Space NK’s teams to create more accurate tests and save huge amounts of time by focusing on the areas most likely to improve the user experience and conversion, rather than relying on gut-instinct or best practice.

Andy Lightfoot, group digital director at Space NK, said,“As a business we have always been data focused with great knowledge of our customers built through our community and Ndulge loyalty programme. Over the last 12 months we have introduced the key technology foundations to deliver a tailored and personalised mobile and web experience. What was missing was the ability to, at speed, connect data to our technologies and deliver an insight driven personalised experience.

“When we approached ContentSquare we had five questions that we were unable to answer, each satisfying a business case in of themselves; how can we avoid manually tagging data, how to easily visualise how visitors flow through our sites, how does content influence a visit, what is the value of seeing something without a click, how do we go beyond understanding what visitors do to understand why they behave the way they do. ContentSquare’s technology answered all five and showed us further opportunities we hadn’t yet considered.

For us to bring in a new tool, it has got to be better than something we’re currently using. It has to justify moving resource on to it from somewhere else. When we assessed ContentSquare against our existing analytics solutions, we felt that the insights and interface offered something we didn’t have and that would add measurable returns including from previously unattainable insights. ContentSquare’s ability to answer fundamental on-site and behavioural questions at speed is unique and perfectly compliments our existing traditional analytics setup (Google Analytics and Coremetrics) and maximises the value of our testing tool.”

Duncan Keene, UK managing director of ContentSquare, said, “We’re delighted to welcome Space NK to our growing stable of progressive, forward-thinking retail brands on our roster. Their commitment to a long-term contract is testament to the value they see in ContentSquare and the future features we’ll be launching as part of our product roadmap.

“Space NK realised the power of behavioural data (including UX analytics KPIs), artificial intelligence, easy to interpret customer journey visualisation and session replay aggregation in allowing their teams to access relevant insights at speed and deploy actions to resolve these.”