L’OCCITANE Increases Agility for Reacting to Anomalies with use of AI-based Digital Experience Alerts

Contentsquare, an AI-powered digital experience insights solution, announced today that L’OCCITANE en Provence, a leading natural cosmetics manufacturer and retailer, is using its AI Alerts to detect and react to digital experience anomalies faster, thereby reducing the manual effort required to improve conversions and drive revenue.

“When people walk into a L’OCCITANE store, we aim to provide an experience that connects the customer to our brand and promotes engagement. At our flagship stores in New YorkLondon and Melbourne, for example, we offer hand massages, product customization, gift engraving and the chance to enjoy a special a Provençal treat,” said Laura Sayag, Ecommerce Coordinator for the L’OCCITANE Group. “It’s critical to provide the same high level of experience in our brick and mortar store as we do for our online customers. That’s why we’re using Contentsquare’s AI Alerts. Whenever an anomaly on the website arises, if the alert has been created, our team can now spring into action more quickly.”

Proactive monitoring of the site from a business perspective means teams receive timely notifications of any performance deviation, enabling fast, focused reactions. The AI Alerts feature identifies, for example, technical and usability anomalies, including if there is unusually high visitor frustration on page controls, which may prevent customers from completing transactions. It works on both critical pages that deliver a substantial portion of overall conversions and revenue, and pages that are less trafficked day-to-day, but can be important when specific events occur.

It ensures the optimal customer experience and ease of conversion without manual monitoring, which takes too much time on a large website and is subject to human error. And Contentsquare’s granular-level data means alerts can be triggered by changes on individual page elements, including the level of engagement or hesitation with merchandise images, FAQs, form fields, call-to-actions, buttons, etc.

The alerts also monitor for unforeseen changes in demand e.g. content pages and elements seeing a spike or downturn in engagement based on related trends elsewhere on the Internet, allowing teams to react and address the market opportunity with, for example, a social media campaign.

“The machine learning model understands how behaviors and business metrics are trending and is able to detect anomalies and unusual deviations from the norms to trigger timely notifications,” said Jonathan Cherki, CEO and Founder of Contentsquare. “Unlike manual alerts, users don’t have to set up thresholds, avoiding the ‘Alerts-fatigue’ that comes with being overloaded with meaningless notifications whenever a metric fluctuates normally e.g. during weekly campaign days or on weekends vs. weekdays. We’re excited to see L’OCCITANE continue to lead the industry in user experience with our new solution.”

For more information about Contentsquare’s AI Alerts, visit https://www.contentsquare.com/ai-insights-and-smart-alerts/.

Gazprom Energy: How One Company Plans to Tackle the Digital Revolution, Armed With Data

Buying energy online is still a relatively new concept for many, even as other services — including phone, banking, etc — have made the transition to digital. But in this bright new future where everything is just a click away, the energy sector is next in line for a digital revolution.

That’s why global energy company Gazprom — the world’s largest producer of natural gas — has been preparing to meet the challenges of a digital future head on. Gazprom Energy, which is based in France, specializes in selling natural gas to business professionals. Anne-Laure Daniel, marketing manager for Gazprom Energy, says the B2B energy market is on its way to making the transition.

Of the company’s 1,200 employees, 350 are dedicated to retail, says Édouard Ibled, sales and marketing director for France. And with more and more business happening online, the challenges faced by retail teams are greater than ever.

“We decided to work with ContentSquare for their expertise in the B2C market, but also for their user-based approach, and the very high quality of the feedback and the proposals,” says Julien Tamssom, head of retail at Gazprom Energy.

Thanks to its innovative digital experience insight technology, ContentSquare allows businesses to visualize their clients’ journeys through digital platforms — identifying each page’s strengths, but also flagging any friction points that may cause a prospect to drop off.

WITH CONTENTSQUARE INSIGHTS, OUR DIGITAL TEAMS WERE ABLE TO COME UP WITH A SIMPLIFIED, CLEARER FORM, INCREASING 48% ON THE SITE’S CONVERSION RATE.

An evidence-based interpretation of user flow enables teams to better understand their customers’ needs and expectations. And in this era of digital convenience, meeting those needs and expectations is central to a successful user experience — and by extension, to a healthy conversion rate.

Gazprom-zone-analysis.png

One of the issues highlighted by ContentSquare was the amount of time it took potential Gazprom Energy customers to fill in the inquiry form. With data-backed evidence of this challenge, digital teams were able to confidently address the issue, and come up with a simplified, clearer form. Marketing Manager Anne-Laure Daniel credits this makeover with a whopping 48% increase to the site’s conversion rate.

For Daniel, the implementation of the ContentSquare solution marks a shift “from instinct to data.” This shift has also had a tremendous impact on the company’s large retail team. Indeed, working from the same behavioral data makes for a more cohesive approach to optimization.

To watch the video of Gazprom’s digital transformation, follow this link.

Gazprom Energy: How One Company Plans to Tackle the Digital Revolution, Armed With Data – es

Buying energy online is still a relatively new concept for many, even as other services — including phone, banking, etc — have made the transition to digital. But in this bright new future where everything is just a click away, the energy sector is next in line for a digital revolution.

That’s why global energy company Gazprom — the world’s largest producer of natural gas — has been preparing to meet the challenges of a digital future head on. Gazprom Energy, which is based in France, specializes in selling natural gas to business professionals. Anne-Laure Daniel, marketing manager for Gazprom Energy, says the B2B energy market is on its way to making the transition.

Of the company’s 1,200 employees, 350 are dedicated to retail, says Édouard Ibled, sales and marketing director for France. And with more and more business happening online, the challenges faced by retail teams are greater than ever.

“We decided to work with ContentSquare for their expertise in the B2C market, but also for their user-based approach, and the very high quality of the feedback and the proposals,” says Julien Tamssom, head of retail at Gazprom Energy.

Thanks to its innovative digital experience insight technology, ContentSquare allows businesses to visualize their clients’ journeys through digital platforms — identifying each page’s strengths, but also flagging any friction points that may cause a prospect to drop off.

WITH CONTENTSQUARE INSIGHTS, OUR DIGITAL TEAMS WERE ABLE TO COME UP WITH A SIMPLIFIED, CLEARER FORM, INCREASING 48% ON THE SITE’S CONVERSION RATE.

An evidence-based interpretation of user flow enables teams to better understand their customers’ needs and expectations. And in this era of digital convenience, meeting those needs and expectations is central to a successful user experience — and by extension, to a healthy conversion rate.

Gazprom-zone-analysis.png

One of the issues highlighted by ContentSquare was the amount of time it took potential Gazprom Energy customers to fill in the inquiry form. With data-backed evidence of this challenge, digital teams were able to confidently address the issue, and come up with a simplified, clearer form. Marketing Manager Anne-Laure Daniel credits this makeover with a whopping 48% increase to the site’s conversion rate.

For Daniel, the implementation of the ContentSquare solution marks a shift “from instinct to data.” This shift has also had a tremendous impact on the company’s large retail team. Indeed, working from the same behavioral data makes for a more cohesive approach to optimization.

To watch the video of Gazprom’s digital transformation, follow this link.

Europe’s #1 Rail Travel Retailer Hops On the UX Train – es

Planning and booking a trip online has never been so easy. But in the fast-evolving landscape of digital retail, what was good enough yesterday might not meet the expectations of tomorrow’s customer.

With over 80 million train ticket sales per year, Voyages-sncf.com is Europe’s #1 train ticket retailer. The official distribution outlet of French rail operator SNCF, the site allows customers to map out their journeys through Europe, searching fares and schedules for hundreds of destinations.

But keeping the #1 spot means staying ahead of the curve — a hefty challenge in this new age of instant gratification and convenience where Generation Z dictates what’s next in terms of digital experiences.

Digital teams at Voyages-sncf.com know that understanding the needs of an increasingly tech-savvy community of travelers is key to improving the site’s conversion rate, and building up brand loyalty. And since one-third of all transactions processed by the site are made on mobile devices (two-thirds of their traffic distribution), it would seem that today’s travelers want to book their journeys while they are already on the go — an imperative that comes with its own set of challenges.

Here, the challenge is also an opportunity for growth. For Pascal Lannoo, head of digital customer experience at Voyages-sncf.com, harnessing the shift to mobile is central to the brand’s success. “How to leverage an awesome customer experience into a real business opportunity is really our daily focus at voyages-sncf.com,” says Lannoo.

WITH OVER 80 MILLION TRAIN TICKET SALES PER YEAR, VOYAGES-SNCF.COM IS EUROPE’S #1 TRAIN TICKET RETAILER.

Optimizing a platform to increase sales is easier said than done. And successfully adapting a site so it reflects the active lifestyle of today’s rail travel customers implies a pretty sophisticated understanding of said customers. What they want, how fast they want it, which hoops they will jump through, and which ones they won’t.

“Customer behavior is not something that you guess,” says Lannoo. “You really have to measure it and to observe it.” 

Voyages-Zones.png

In order to build up a precise picture of how their customers were using the portal, Voyages-sncf.com used the ContentSquare digital experience insights platform — a tool that allows companies to visualize user navigation patterns and optimize to offer a seamless digital experience.

This level of in-depth, data-driven analysis helped teams identify friction points and flag areas that needed to be improved. Today, ContentSquare is a go-to tool for business and customer experience teams at Voyages-sncf.com, and more than 70 people across the company rely on the solution.

To watch the full interview of Pascal Lannoo, head of digital customer experience at Voyages-sncf.com, click here.

Couture Heavyweight Kenzo Sees 150% Increase In Online Conversion Rate

For many brands today, keeping up with the fast-moving trajectory of digital retail comes with its fair share of trials and tribulations. Consumers are increasingly aware of what they want, and what they are prepared to put up with to acquire it. And while the ‘nothing ventured, nothing gained’ maxim holds truer than ever, some risks can also lead to losses. 

French luxury fashion house Kenzo experienced this firsthand when it recently launched a new checkout page for its online store. The brand, which is the brainchild of Japanese designer Kenzo Takada, came onto the scene in 1970. Over the past five decades, it has asserted itself as a visionary leader in the world of couture, and has earned its place in the canon of fashion history.

Unfortunately, the recent revamp of the site’s checkout page did not translate into improved sales, and in fact, digital teams observed a decrease in the site’s conversion rate. What was it about the new design that was putting customers off? And if the remodel had failed, then what exactly needed to be done to optimize the checkout page?

WITHIN SEVEN DAYS, KENZO SAW A 150% INCREASE TO ITS ONLINE CONVERSION RATE – A FULL 25% UP FROM THE PREVIOUS YEAR.

Understanding customer intent, and tailoring content accordingly is central to providing a satisfactory online user experience. But classic analytics often give only partial insights into user behavior, leaving an awful lot up to guesswork.

Following the drop in online sales, Kenzo was left facing two choices: either return to the original checkout page design, or identify what elements of the new interface were hindering navigation.

Site-path-analysis-ContentSquare.png

The brand decided to adopt the ContentSquare digital experience insights solution to review the purchase funnel, and effectively identify any friction points in the navigation path. The zoning analysis (that shows attribution for every asset on the page) flagged several areas of weakness, including misplaced delivery fields, a convoluted login process, and unclear calls to action — obstacles that were leaving users frustrated, and causing them to drop off.

Thanks to a data-driven assessment of the interface, ecommerce teams were able to focus on fixing proven design flaws with confidence. And this time, the effort paid off. Within seven days, Kenzo saw a 150% increase to its online conversion rate — a full 25% up from the previous year. 

To read the full Kenzo case study, click here.