3 ways Havaianas uses Contentsquare to enhance the user experience for their shoppers


Mona Teo-Rubinsztajn

April 23, 2023 | 3 min read

At our recent Singapore Digital Leaders Labs event, Sohyun Park and Venus Man from Havaianas’s eCommerce team in APAC shared how they used Contentsquare’s digital analytics tools to fix user experience (UX) problems on their website. 

As a team of three, managing Havaianas’ online presence and digital marketing activities across 12 countries in APAC, Contentsquare’s technology supports the team in making the most of their conversion rate optimization (CRO) efforts. 

Sohyun and Venus’s experience shows you can drive meaningful impact with a lean team by working smart and leveraging the right digital analytics tools and customer behavior insights. They share proven strategies to optimize your UX design and the customer journey here.

Optimizing user experience starts with understanding customer behavior.

The team could quickly identify UX issues using Contentsquare’s Customer Journey Analysis. With detailed journey mapping, they could see how customers entered and progressed through their site, including where customers bounced or abandoned a session. 

Armed with a visual customer journey map, Havaianas’s eCommerce team saw visitors bouncing at unusually higher rates from their‌ homepage, with a 40% bounce rate and only 1.8% of people continuing their journey to the product pages. 

These underperforming metrics inspired a homepage redesign to help reduce bounce rates and increase visitor engagement deeper into the site. Keeping only banners of key collections on the homepage made the content more concise and engaging by directing customers to popular collections. 

Visitors scrolled down more, bounce rates dropped by 30%, and product pages got 261% more traffic. These changes improved the homepage conversion rate by 240%, generating 16% more revenue.

Engagement data uncovers conversion rate optimization strategies 

Havaianas’s eCommerce team tests and validates assumptions to find hidden optimization opportunities with the help of Contentsquare’s Zoning Analysis, allowing them to track engagement metrics on each element of their website. These intuitive color-coded visualizations tell them what parts of their site attract visitors’ attention and what makes them frustrated or bounce.

The team tracked click rate performance in their product listing pages (PLP, and saw that users clicked on the ‘Men/Women’ category as their pathway to view all products. 

After viewing this engagement data, the team had a new assumption to test:  Could they improve conversion rates and UX by making it easier for customers to get to the ‘All Products’ page?

To test the assumption, the eCommerce team added a collection list in the top section of the PLP to let site visitors narrow down their search parameters before browsing.

Contentsquare helped the team see if these changes positively impacted conversions and revenue. The conversion rate per click was 4.35% for the new section, with a 25% increase in sell-through of crucial collections, proving that these changes to their online visual merchandising helped drive conversions and sales. 

KPI tracking is vital to A/B testing

Havaianas’s eCommerce team also used a data-driven approach to optimize their paid acquisition landing page content. Contentsquare’s Page Comparator cabability lets them go beyond traditional analytics, and  view page level activity and conversion rates side-by-side across different audience segments. 

Using Page Comparator’s data, the team could A/B test UX variations effectively while understanding which test worked better and why. 

After rigorous experimentation, the team determined that people landing on their ambassadors’ collections converted 9% more than those landing on other PLPs, resulting in more efficient paid acquisition.

Final takeaways for optimizing your user experience 

Every touchpoint in your customer journey matters: Where should you optimize? Look closely at your customer journey and website analytics to identify points of frustration or pages with high exit or bounce rates. These customer behavior metrics provide valuable clues about potential UX issues to address.

Constantly test and learn:  Engagement metrics help uncover hidden opportunities to improve your visitor’s user experience. To improve UX, consider your visitor’s intent behind an action, then develop and test these assumptions with data.

Quantify your A/B test changes with KPI tracking:  As you A/B test UX design variations, use a measurable KPI to track which test version worked better and why.

See how Contentsquare can help improve the customer journey for your shoppers. 

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