Download our Retailers on Retail Report
Read the full article and gain access to actionable insights from 11 retail experts!
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 is their flagship Love Price campaign.
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.
Download
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
After optimization
Left: Exposure rate
Right: Conversion rate per click
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:
Conversion rate per click:
After optimization
Attractiveness rate:
Conversion rate per click:
Get more expert insights for your eCommerce campaign
Get more tips from the experts in our ‘Retailers on Retail’ campaign featuring interviews with eCommerce, marketing, and product retail experts. The guide shares insights, examples and advice on topics including, CX strategy, digital transformation, website optimization, eCommerce strategy and planning, design and more.
