3 ways Contentsquare uses Sense Analyst to optimize digital experiences

Contentsquare (CSQ) doesn’t just build tools for digital teams. We use them ourselves, every day.

That might sound obvious. But for us, it means every product decision, every content experiment, and every website change is backed by the same behavioral data we help our customers use. We call it practicing what we preach.

At the heart of that process is Sense Analyst, Contentsquare's AI agent. It does the heavy lifting of analysis so our teams can move faster, test smarter, and spend more time acting on insights instead of hunting for them.

This article shows you three ways our content and web team uses Sense Analyst to continuously improve the digital experience on Contentsquare’s website.

Key insights

• You don't need a data analyst to run meaningful analysis. Sense Analyst automates the process end-to-end, from question to recommendation.

• A real content experiment showed that AI summary pages boosted engagement but had zero impact on conversions—fast, targeted analysis prevented wasted effort before it snowballed.

• Pre- and post-launch behavioral data from Heatmaps and Sense Analyst gives product and marketing teams evidence to prioritize from, not gut instinct

• Monthly watch parties (once manual review sessions) run faster and deliver more actionable output now that Sense Analyst automatically surfaces the highest-priority issues

1. Sense Analyst helps us test assumptions and pivot in minutes

We rely on hypotheses to improve the user experience. But validating them used to take time.

Sense Analyst changes that. It helps our teams test ideas and adjust direction in minutes, not days.

Here's a real example. We wanted to find out whether adding an AI summary section to high-traffic blogs and guides could drive users toward our pricing page faster.

Thomas Busson, Global Content Lead, used the Heatmaps tool to track interactions with the ‘Summarize with AI’ button and used the segmentation features in the Contentsquare platform to filter that particular group. 

Then he simply asked Sense Analyst: "What data do you have on users from that segment who also visited the pricing page?"

Sense Analyst used a relevant mapping and provided me with a table indicating how many users from each segment also visited the pricing page, as well as the average time on site and the average pages viewed.

Thomas Busson

Global Content Lead, Contentsquare

The data was clear: only a small percentage of users across all segments visited the pricing page. None converted.

But what Sense Analyst also surfaced was worth digging into: users from the guides segment spent significantly more time on site and viewed more pages than those coming from blog posts. 

Thomas followed up with Session Replay summaries to identify behavioral patterns, and found that users were more interested in specific content than broad site exploration. There was also strong in-article engagement with CTA buttons and summary toggles.

Our team uses Sense Analyst to go from question to insight fast

The outcome: the AI summary pages boosted engagement but had no measurable effect on conversions. The effort to manually create summary content wasn't justified.

Thomas made the call quickly: deprioritize the AI summary button and deploy a chatbot to guides and blogs instead. A proven, scalable solution.

2. Sense Analyst helps us make smarter decisions around product launches

Product launches are high-stakes moments. Guessing is too risky; we need solid evidence to understand which changes are working.

Valeria Castillo, Senior Director of Web and Content, uses Contentsquare to monitor visitor behavior across the homepage, product pages, and key site sections during these critical launch periods.

Before a recent launch, she turned to Heatmaps to capture pre-launch engagement, tracking total clicks, click distribution, click rates, and movement across the most important pages.

Using Sense Analyst to interpret the data, she put together a concise report for the product marketing team, so they could factor behavioral evidence into their prioritization decisions, not just instinct.

After the launch, Valeria ran the same analysis again. 

One finding stood out: the homepage hero section consistently drew the most attention, regardless of what changes had been made elsewhere on the site. 

That single insight prompted a wider rethink around how and where critical product information should appear. And our web team has built a brand new home page, which we are testing against the old page. 

We're now running an A/B test on our homepage to test a new version of the hero section. Sense Analyst will help us automate our test analysis and provide recommendations for further optimizations.

Valeria Castillo

Senior Director of Web and Content, Contentsquare

Contentsquare’s Heatmaps capability shows the click rate of the new homepage variant (on the left) and the old variant (on the right)

This is what data-driven decision-making looks like in practice. Not a gut call. Not a committee debate. A clear signal from user behavior that points everyone in the same direction.

3. Sense Analyst helps us analyze content 

Each month, our team holds monthly 'watch parties' to spot errors and find new optimization opportunities across our website.

Watch parties started as a simple exercise: we would gather to watch session replays and uncover user friction. As our AI capabilities evolved, so did the format—Session Replay summaries complemented individual recordings, cutting the time needed to surface key issues.

Now, Sense Analyst takes it further. It fast-tracks the analysis by running it automatically, surfaces data-driven insights worth exploring, and serves up concrete optimization recommendations.

It means everyone on the team can walk into a watch party ready to act—not just ready to observe.

Sense Analyst helps us validate hypotheses, speed up analysis, automatically find the most important optimizations, and get concrete next steps to add to our roadmap.

Desirée Egúsquiza

Junior Video Content Manager, Contentsquare

Sense Analyst turns analysis into action for every team

What these three examples have in common isn't the tool. It's the mindset.

Sense Analyst removes the gap between having a question and getting an answer. Whether it's a content experiment or a product launch, it does the analytical heavy lifting so teams can focus on what matters: making decisions and moving forward.

And that's something any team can do. No data analyst required. No waiting on a report. Just a question, and a result.

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