How to boost your eCommerce campaign performance: Etam’s strategy for success

author

Wendy Carré

April 25, 2022 | 2 min read

Building on its spirit of innovation, Etam launched its eCommerce site Etam.com in 2001 to better cater to both the on and offline customer experience. Since then, the brand has launched several large eCommerce campaigns over the years—one of which being their flagship Love Price campaign.

Etam ecommerce campaign website landing page

Source: Etam

Optimizing Etam’s biggest eCommerce campaign: Love Price

As part of Etam’s Love Price campaign, the brand offers more than 1,100 products at reduced prices for around ten days. To ensure the success of this initiative, Etam closely monitors performance using Contentsquare. In particular, Etam’s e-merchandising teams spend a lot of time interrogating both the zoning analysis and page comparator modules in the platform.

The goal? To drive more traffic to the Love Price categories and better understand the behavior of their users to inform their future strategy.

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eCommerce campaign optimization step one: Reorganizing the homepage

Contentsquare data has proven to be particularly helpful in optimizing Etam’s homepage to better promote the Love Price initiative. 

Using Contentsquare’s Zoning Analysis, the team noticed the exposure rate of the Love Price block on the homepage was less than 40% on mobile. Given that mobile accounted for 70% of global traffic for Etam, this showed a missed opportunity to drive more traffic to the campaign page.

Before optimization

Left: Exposure rate
Right: Click rate

Ecommerce campaign performance before Contentsquare

After optimization

Left: Exposure rate
Right: Conversion rate per click

Ecommerce campaign performance after Contentsquare


Thanks to Contentsquare, the team made the data-driven decision to move the position of the Love Price promotional block to the top of the homepage.

The results? An increase in exposure rate to 99.9% while maintaining visibility of the new collection at 71%. In addition to this, the team increased the conversation rate per click on the block by 16%. 

eCommerce campaign optimization step two: Tackling subcategories

With the homepage redesigned, the team turned their attention to improving the performance of their sub-categories. Before making any changes, the team used Contentsquare to determine both the attractiveness rate and conversion rate per click of each of their top subcategories.

Straight away, they noticed their subcategories weren’t listed in order of attractiveness. With the data to back up their decision, they swapped the order of categories to ensure the most attractive categories were displayed first. This quick change, driven by customer data, created a +13% increase in conversion rate per click on one of the top subcategories. A tiny change with big results.

Before optimization

Attractiveness rate:

 Etam's ecommerce campaign attractiveness rate before optimization

Conversion rate per click:

 Etam's ecommerce campaign conversion rate per click before optimization


After optimization

Attractiveness rate:

 Etam's ecommerce campaign attractiveness rate after optimization

Conversion rate per click:

 Etam's ecommerce campaign conversion rate per click after optimization

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