Optimizing your In-App experience: the Contentsquare approach

In today's digital landscape, a seamless in-app experience is crucial for engaging users and achieving business goals. At Contentsquare, we understand that prioritizing product features for mobile apps is a complex balancing act between what users want and need from a product and the company’s wider business goals and resources. Our suite of tools is designed to provide the insights necessary to confidently identify, prioritize, plan, and launch impactful app features and fixes.

Why data-driven prioritization matters for apps

Making decisions based on gut feelings isn't a scalable or repeatable process for product teams. Prioritization should be about numbers, not opinions. Our tools help your team:

• Collect and manage qualitative and quantitative user insights specific to app usage.

• Display and share data with the product team and stakeholders.

• Assign and compare prioritization scores objectively, without bias.

• Stay on top of tasks and deadlines in the short and long term.

There is no one-size-fits-all product prioritization tool; product managers need a range of tools to effectively fill and prioritize the product backlog. By combining the best of these tools, you’ll see the bigger picture and learn where to focus your product prioritization efforts to keep your team on track.

Contentsquare's core offerings for in-app optimization

Contentsquare provides digital experience insights to help product teams confidently decide which backlog features need to be prioritized—and why.

• Digital Experience Analytics (DXA): These tools are essential for understanding how customers use your app, providing the quantitative and qualitative data needed to prioritize features that drive results.

  • Heatmaps: Provide a clear, visual overview of how people interact with app screens. By seeing where users tap, swipe, and scroll, you can uncover the most popular and ignored features, and

    add and prioritize bug fixes to your product backlog. Contentsquare Heatmaps can turn simple click and scroll maps into more powerful tools by filtering features like "rage click," which instantly shows you where users keep clicking in vain and getting stuck.

  • Session Replay: Offers a clear picture of how an individual user experiences your product, helping you build a strong case for app feature updates with data. Contentsquare’s Session Replay tool helps you map the user journey from entry to exit and add much-needed qualitative data to the feature prioritization process. To save time, you can sort replays by

    Frustration Score to focus on sessions most likely to give you actionable insights and inform your product decisions.

• Voice of the Customer (VOC): While digital experience tools show passive behavior, actively hearing what users want and need from your product in their own words is vital for in-app optimization.

  • Surveys: An easy way to ask users what’s working well or missing from your product. Contentsquare Surveys let you

    target specific user cohorts (for example, paying customers) or trigger a survey when a customer reaches a certain product page or clicks a button. If you're not sure what to ask, our

    AI-powered Surveys tool can even generate questions for you based on your survey goal.

  • Feedback Widgets: Users can navigate to our non-intrusive button on any page and send their product feedback straight to you. For deeper context, Contentsquare’s feedback widgets can be

    paired with Session Replay. While viewing feedback responses, you’ll see a play icon if there’s a recording from the same session, allowing you to connect what the user said with what they experienced.

• Digital Experience Monitoring (DEM): This product line focuses on uncovering obstacles and technical issues that impact user experience, referred to as "Frictions." Its capabilities include Error Analysis, Speed Analysis, Crash Reporting, and Real-Time Alerts, all crucial for maintaining a smooth in-app experience. The potential product name, "Performance Optimisation," clearly indicates its outcome-oriented value proposition, showing the outcome of removing frictions and uncovering obstacles.

• Product Analytics (PA): This category, potentially evolving into "Journey Intelligence," aims to provide deep insights into user journeys within your app. Key capabilities include Journey Analysis, Segment Analysis, and tools to understand Acquisition, Conversion, Engagement, and Retention within your app. For instance, renaming "journeys" in PA to "Flow Analysis" could create further distinction and articulate the capability more literally, potentially resolving duplications. This product name, "Journey Intelligence," shows the outcome of intelligence from journeys.

The Foundation: CS Cloud and Autocapture

Contentsquare’s Experience Intelligence Platform is built on CS Cloud, a secure, private, reliable, intelligent, and scalable cloud infrastructure. With Autocapture, every interaction on your app is automatically captured using a lightweight SDK, providing a complete and retrospective data set for instant answers and actionable insights. The tracking data is securely sent to CS Cloud, where it is aggregated and transformed. CS Cloud was built with data privacy and security in mind, adhering to the highest international security and privacy standards, including GDPR and CCPA compliance, ensuring trust with consumers.

Integrating with your existing tech stack

Contentsquare’s unique insights into customer behavior, feelings, and intent can be leveraged not only within our platform but also across your entire marketing technology stack. Our certified and pre-built integrations and Digital Experience Intelligence Open APIs extend the intelligence of our solution. This means you can understand why an A/B test worked (or didn’t), target visitors with personalized offers based on customer intent, or dig into why technical errors result in customer drop-offs, all within the context of your existing systems.

Our approach to communication

When communicating about product updates like new in-app features, Contentsquare strives to be the Insightful Assistant. This means we aim to be Eye-opening, Deliberate, and Dedicated in our communication. Our goal is to explain what our products are, how they work, and the benefits they bring to customers in straightforward, easy language. We avoid jargon and focus on the "what's in it for me?" for the user, ensuring our content is scannable and accessible.

When considering new product names or capabilities, we aim for names that clearly reflect the broad outcome or value proposition to the user (e.g., "Journey intelligence") and action-oriented capability names (e.g., "Map journeys"). This ensures clarity and helps our customers understand the "job" the capability performs. We position our products as "outcomes" and our capabilities as "actions."

Optimizing your in-app experience with Contentsquare is like having a skilled guide for a treasure hunt. We provide you with detailed maps of your users' every step, a compass that points to where friction lies, and real-time updates on what users are thinking and feeling. You won't just discover where the treasure (conversion and retention) is, but why it's hidden there and exactly how to unearth it.