Introducing the New Zoning Analysis: Our Signature Feature is now More Powerful and Easier to Use than Ever

After months of hard work and dedication, our Product team is ready to unveil our new Zoning Analysis with a more complete experience than ever. 

So how did Zoning Analysis become Contentsquare’s most-loved feature? The answer is simple. In essence, you get intuitive and flexible visualizations that tell you why visitors engage, hesitate or get frustrated by overlaying key UX metrics directly onto your website. 

With these clear business and engagement metrics, it has never been easier to understand and explain differences in customer behavior. With a clear view of what site visitors find engaging and helpful, versus what might be considered obstacles along the user journey, teams can quantify their content decisions at a glance, and easily get rid of friction. This granular read of visitor behavior also grants brands a way to attribute revenue to their content and UX investments. 

What makes all this so practical is that Contentsquare’s single tag captures every single customer interaction, including every click, scroll, hover and swipe. The platform automatically captures behaviors on dynamic content and historical versions of your site, enabling you to jump straight to your analysis. 

In a world where every business is striving to exceed the latest standards of speed, ease-of-use and seamlessness, we believe digital CX stakeholders should also enjoy an optimized user experience. That’s why we’ve now made your favorite power tool for in-page analytics even smarter and easier to use. 

Say Hi to Our New Zoning 

Having worked closely with our customers on a solution that provides answers to real-life use cases, we’ve completely revamped our Zoning Analysis so teams can answer questions faster and even more efficiently. 

The new Zoning Analysis is even more tailored to our operational goals: fast and easy to use. 

Agathe Orsoni, Digital Marketing Manager at Petit Bateau

We made Zoning Analysis inside the platform as quick and easy to use as CS Live, our nifty browser extension. With our Live Zoning, your website becomes your dashboard. Simply browse your site including dynamic content and drop-down menus, overlay metrics in one click and answer questions on the spot. 

Need to dig deeper into the data? Take snapshots to save them into Contentsquare, analyze any element of interest or track its progress regularly. 

Comparison Made Easy 

Let’s say you recently launched a new campaign and want to analyze the performance of your hero banner before and after adding a new promotional offer. Or, you just performed an A/B test and want to compare different A/B test elements side by side. By comparing the two, you immediately see why one version performs better and can take actions based on your visitors’ preferences. 

Spot a win or a decision you want to celebrate? Simply export your analysis as a PDF to share with key collaborators, whenever you need. 

“The intuitive new Zoning allows us to make more detailed analyses especially on CRO / AB Testing subjects where all test variations have to be studied. The new side-by-side functionality allows us to compare the data of each test variation more easily and to learn the best lessons.”

Hazel Dinler, CRO Analyst at Sephora

Ease of use and speed to insights are the key pillars of our new Zoning Analysis. At Contentsquare, we believe in making decisions based on data, not opinion. And we think this level of customer intelligence should be accessible to all. Zoning Analysis was designed to be used by everyone — its highly visual metrics can be leveraged by anyone, not just analysts, and allows everyone on the team to pursue shared goals autonomously. 

If you want to learn more about our new, improved Zoning Analysis or if you’d like to see it in action, we’ll be happy to give you a tour!

Driving Innovation: How Brooks Bell is Helping Brands Achieve Experimentation Excellence

At Contentsquare, we have a rich ecosystem of technology and strategic partners, built around the needs and business objectives of customer-centric companies and experience-driven brands.

We spoke with Gregory Ng, the CEO of Brooks Bell, and asked him for his thoughts on experimentation and personalization in the age of experience.

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Can you tell us a bit more about Brooks Bell?

Founded in 2003, Brooks Bell is a consulting firm focused on building world-class experimentation programs for enterprise brands.

Working out of our headquarters in Raleigh, NC, we’ve spent the last 16 years helping companies better leverage their data, technology, and workforce to learn about their customers and deliver a smarter and more profitable online experience.

Our team is 43-strong and made up of creative thinkers, data scientists, developers and strategists. Everyone—from our operations team to our senior leadership—has a genuine appreciation for the art and science of optimization and a deep understanding of the challenges of experimentation at top-tier companies.

Our client roster consists of many large enterprises and recognizable brands that have trusted our team to assess their experimentation maturity and consult on multi-year “test and learn” roadmaps to achieve true customer-centricity.

What are some of the different ways you work with businesses?

Most of our engagements begin with a maturity assessment to benchmark and measure the growth of an experimentation program. This comprehensive, data-driven review scores your program against our proprietary framework consisting of six main categories: culture, team, technology, process, strategy and performance. The results of this assessment are used to create an actionable roadmap to get your program to the next level. What that roadmap looks like and the scope of our services depends on where your program lies on the maturity spectrum.

For clients that are very early in their experimentation journey, we offer a “we do, they watch” type of partnership. In this, our team comes in and fully manages a client’s experimentation program: learning their business and customers, organizing data, building a strategy, launching tests and analyzing and reporting the results. This partnership model is most effective for programs that need to prove the value of testing before going all in.

For clients that are a little further along, we take a more collaborative approach focused on educating what is needed to build a high-functioning program In this type of partnership, our team works alongside theirs. As we run end-to-end tests, we teach the team our methodologies, practices and frameworks. Through this model, we’re able to build the foundational knowledge and practices to set the experimentation program up for scale.

Finally, as the experimentation practice becomes more mature, we transition our services to be less tactical and more strategic. We’ve helped many clients bring their experimentation efforts fully in-house through building training and on-boarding programs, aligning the experimentation process across teams, establishing an Experimentation Center of Excellence, and offering strategic advice in response to new trends, technologies and business challenges.

How critical is experimentation for driving innovation today?

Critical is putting it lightly. 

In order to compete in today’s market, companies need to have a scientifically sound method in place to learn about customers, to change and to innovate—all while limiting risk, streamlining operations and reducing costs. Experimentation offers the best way to accomplish all of that.

That means, for us, our value is not simply in running tests and helping our clients make more money—though that is definitely a major outcome of our efforts (and one that we’re very proud of). Rather, our work is about empowering our clients with the data, skills, processes and technology to use testing to glean powerful customer insights AND operationalize those insights across your entire organization.

How do you help brands elevate their experimentation/personalization strategy?

Our Maturity Assessment is really only the tip of the iceberg here. Over the last 16 years, we’ve built and honed many frameworks, training programs, practices and even proprietary technology to help our clients elevate their testing and personalization strategies.

For instance, after witnessing some very messy brainstorming sessions, we developed our ideation methodology, which provides a guided approach to developing and prioritizing test ideas in a large, cross-functional group.

Our Insights framework offers a method for connecting your experiment results to bigger picture customer theories and insights.

And finally, we built Illuminate™, our testing and insight management software, to help program managers store, share and learn from their A/B test results. Fun fact: Illuminate was originally built as an internal tool to help us keep track of our client’s tests. In 2018, after many years of tweaking, testing, gathering feedback (and some rave reviews from our clients), we decided to make it available to the public.

These are just a few examples of how we provide value to clients. I should also add that we host Click Summit, an annual conference where digital leaders gather to swap ideas and share tips on testing, personalization, analytics, and digital transformation.

Click Summit trades in all the typical things you’d find at a tech conference: sales pitches, powerpoint presentations and fireside “chats” held in giant auditoriums. Instead, the agenda is built around a series of small-group (15 people) conversations, each focused on a specific topic.

With attendance is limited to just 100 digital leaders, it’s a unique opportunity to tackle your biggest challenges by talking it out with people who have been there before.

What constitutes a good partnership for you?

We love partnering with companies and tech providers (like Contentsquare!) who share our vision of helping our clients find the people within their data and seek to make every day better through optimization.

There are tons of ways in which we can translate Contentsquare’s excellent user experience analytics into optimization opportunities.

Here are a few off the top of my head:

What are your plans for the future?

When Brooks Bell was founded back in 2003, testing was in its infancy. Now, it’s rare that we come across a client that hasn’t run at least a few tests. This is exciting! It means we get to focus on working even closer with our clients and making a bigger impact.

I’m talking more than just conversion increases and revenue lift. The task before us no longer ends at proving the value of experimentation. We’re now in the business of generating insights. By helping companies learn about their customers and fostering experimentation at a cultural level, our clients will be equipped to deliver the best digital experience for their customers.

Investing in experimentation requires taking both a short and long-term view. We look forward to celebrating the day-to-day wins with our community, while also staying focused on the vision of building customer-centric, digitally-forward and insights-driven organizations.

 

NEWS: Contentsquare launches most complete experience analytics platform in industry

NEW YORKOct. 21, 2019 /PRNewswire/ — Experience analytics leader Contentsquare today launches a major release of the most complete experience analytics platform on the market, helping brands to innovate based on customer behavior across digital channels.

Contentsquare now gives brands the ability to surface and quantify revenue-generating recommendations for experience improvements using artificial intelligence. Contentsquare customers can use these recommendations to immediately troubleshoot issues or innovate new ways to improve the experience. For example, teams can quickly understand the impact of changes to a web site or mobile app by comparing side-by-side the visitor experience over time or across split test versions.

This update to the platform is the work of a combined team of 170 innovators in R&D and product development who came together through the combination of Contentsquare and Clicktale, which was announced in July 2019. The teams have been working closely with customers to prioritize the use cases that drive the most return and upside for digital leaders across industries such as retail, travel, automotive, financial services and telecommunications.

The benefits to Contentsquare’s customers are huge. Armed with quantified alerts, the tool gives resource-stretched digital teams the ability to discover new growth opportunities to increase revenue, (worth up to nine times the revenue opportunity of fixing bugs). It also aligns the whole business around a single version of the truth with regards to digital customer behavior, with intuitive visualizations of macro behavior, and session replays for seeing behavior at the individual session level. As a result, teams can more quickly and confidently prioritize and execute on the experience changes that will mean the most for their business.

(PRNewsfoto/Contentsquare)

Feliz Papich, director of product management at Crocs, said: “Contentsquare aids our ability to innovate, giving us more room to do insight-driven experimentation with less risk. With the visualizations, we don’t have to make assumptions about the visitor experience, we can make enhancements based on tangible behavior. Contentsquare makes it easier for us to have the hard discussions about what to prioritize and implement to meet our big growth goals.”

Contentsquare’s new platform, available later this quarter, helps brands capitalize on the fact that consumers who receive a better customer experience spend up to 140% more than when they receive a poor experience (Harvard Business Review). It also helps brands operate more like best-in-class digital businesses, which can have 2-3x the lead generation and sales conversions versus the average according to Contentsquare insights.

Jonathan Cherki, founder and CEO, Contentsquare said: “At Contentsquare, we envision a world where every digital interaction is used to create better experiences and improve the quality of people’s lives. Traditionally, the barrier to turning that vision into a reality is that brands have been in the dark when it comes to understanding specifically how to design the experiences their customers will love and want to use again and again.

“With our technology, though, we are empowering brands with unique behavioral insights to create better experiences — and connecting those improvements more directly to the upside they drive for  their business and for their customers.”

Why Digital Experience Analytics Matters

Analytics have made a splash in the realm of marketing, to say the least. The need for data is more apparent than ever, as more brands are marketing themselves under the coveted category of “data-driven.” In reality, they are not becoming data-driven fast enough, if at all. 

We can vouch for the fact that data trumps intuition, but aside from arming yourself with industry data that relates to your vertical for market research, it’s also vital to compile site data on your own site visitors. That’s where digital experience analytics solution enters the picture, and it does so in a substantial way. 

Most web analytics platforms show how a websites is accessed, along with some of the activity that occurs on it. Granular digital experience analytics takes this further, in a concerted effort to measure digital customer experience (CX). As such, it offers acute data sets, visualizations and metrics that evaluate and quantify how visitors interact with the individual elements of your website. But not all user experience analytics solutions provide the same granularity of data.  

Most analytics platforms do not take user insights a step further, so they do not give you a more granular performance review of your site or app, meaning that you wouldn’t be able to comprehend how each in-page element is used and how it contributes to a broad set of KPIs. 

In short, user experience analytics is a functionality designed to give you insights into visitors’ user experience. It’s incredibly important for both marketers, web developers and designers alike, as it dictates their strategy and implementations. But not all DX platforms offer the same capabilities.

So why exactly does digital experience analytics matter? Let’s find out.

Understanding Your Customers

If you don’t understand your customers, your website will show, leading to reduced activity, heightened bounces and poor conversion rates. Digital experience analytics allows you to segment your audience based on their behavior, and unlock a much deeper understanding of their needs and expectations.

From what visitors are trying to achieve and how they want to go about achieving it, to what causes frustration along their customer journey, analytics gives brands a nuanced read of these occurrences. Pure play brands are masters at leveraging this type of customer intelligence as they hyper-target their offerings to specific segments. With this approach, they are not attempting to be all things to all users, but are tapping into the minds of their most profitable segments, implementing high levels of customization.  

Behavioral analytics can highlight visitors’ distinctive behaviors on your website, such as where they are most engaged, where they click and how often, the frequency of their hovers on a particular part of a page, the time they spend per page or element and much more.

We recently helped, travel leader Pierre & Vacances identify customer preferences for targeted optimizations. After analyzing customer behavior on its holiday property search results page, the brand found that site visitors were interacting heavily with the “number of rooms” filter (it had a high click rate and a hearty dose of conversions).

However, this filter was lost among a wealth of other filtering options. Based on this intelligence, the brand placed the filter in the second position on the filter bar, making it easier for users to find it. 

The moral of their story is that once you’ve figured out through  DX analysis what your users’ precise intentions are, you can then go about improving your digital experience to allow them to seamlessly complete their intended tasks without incurring any frustration. 

Additionally, it’s interesting to learn about online behaviors of visitors in different regions of the world. As per our Global UX Map, a comprehensive report on the user behavior of visitors in 7 countries, we’ve found just that.

For example, we learned that visitors China are happy to engage with visuals, with a slideshow click rate of 5.5, so adding product images on your China site makes for a great UX. On the contrary, using a lot of visuals like slideshows is less well-received by visitors in the US and Italy, which have the respective click rates of 1.3 and 2.5 on the slideshow, the lowest of all the surveyed countries. 

In both of these cases, DX analytics has the prowess to empower digital teams with localizing knowledge that can assure a positive UX for global users. 

Why You Should Invest in Website Accessibility

Creating Data-Driven CX Decisions 

Digital experience analytics matter where website design is concerned, as it dictates what the experience will look like for visitors. If it doesn’t, chances are, your analytics platform isn’t very robust and offers little else aside from a traditional traffic analysis. 

A granular user experience analytics space empowers its users to make data-driven CX (customer experience) decisions, and if you couldn’t tell from this blog, CX is not something to ignore. It is critical for the sake of both acquisition and retention, especially the latter, which is important for maintaining a steady revenue stream.

With data providing multiple reference points to optimize your content, you can do so innovatively and confidently. An optimized CX will make it so that you can streamline your customer journeys and remove frustrations, the latter of which impedes conversions. It can also help you detect if there are any errors in the elements that yield conversions themselves, such as CTAs, form fields and buttons that signal making a purchase.

But it doesn’t end with conversion-bound elements. A deep experience analysis can identify a host of other faulty site elements which stir your site visitors into leaving. That’s where a data-driven analysis comes into play, finding pesky problems in the design and structure of your website that can have grim consequences on your CX.

A data-backed CX optimization plan acts as a security net for brands seeking to try new things on their sites. Perhaps there’s a trendy feature you want to try out or a new setup of a crucial site element. Delving into new implementations is a rocky road, but with data on your side, you’ll be informed as to what works and what doesn’t.

Furthermore, making data-driven decisions allows all team members to own business goals, measure the contribution of their revenue and quantify the ROI of the experience.

 

Making Headway in Conversions

After you’ve done your CX homework, testing what strategies work and keeping close tabs on how your website is used, you check to see the impact. Which ROI is more important than conversions? Most marketers would agree that conversions are of the utmost importance for a business if not one of the most important.

Aside from boosting conversions, digital experience analytics assists in all the steps leading up to conversions, as it visualizes user flows with customer journey mapping. Understanding how users navigate your site is the first marker of what needs to be improved, along with indicating what works and what drives interest among visitors.

As such, granular analytics provides the relevant data and metrics for CRO (conversion rate optimization). Optimizing conversions always starts with measuring the experience on your site and/or app. As for preserving retention, a chief business goal, digital experience insights will assure you know what works and what doesn’t — essentially giving you more knowledge into how to retain conversions by keeping hold of the same site visitors.

Getting The Most Out Of Digital Experience Insights 

Digital experience analytics carry weight with the entirety of your user experience, as it can quantify a host of user data: their interactions, hesitations, frustrations, etc. on your website. Because of this, it should be a top-priority implementation into your marketing plans. However, not all user experience platforms have the same built-in capabilities — particularly the actionable, full-picture data of all the goings-on of your website. 

For example, not all of such platforms analyze individual site elements and how they fare in traditional metrics, let alone more robust ones. So you should be selective when choosing your experience analytics software. Don’t forget: you ought to aim for retention over acquisition, as once your users visit your site and enjoy what they experience, the likelihood of them returning shoots up.

The Digital Happiness Summer Roadshow 2019

Summer is officially upon us and — never ones to skip a beat, we’re taking to the road to spread our UX-pertise far and wide. Our team of experts is hitting the road to a city near you to help improve your digital strategy to the max. Our roadshows take a results-oriented approach to digital experience, with a focus on Digital Happiness (which, by the way, you can measure). 

Why? Because we live in an age of experience, and brands today are competing on their ability to deliver experiences that meet (and exceed) the needs and expectations of their customers.

Disjointed experiences, counter-intuitive navigation, in-page frustration, a lack of transparency — a poor site experience is bad news for brands in a world where there are no second “digital” chances. On the other hand, seamless journeys, headache-free paths to conversion and value-adding content are the hallmarks of a successful customer experience. 

So — how exactly do you build standout digital experiences that keep visitors happy (and converting)? How can you make your site or app work harder for you? What tools can digital teams use to gauge customer bliss and encourage engagement? 

We’ll be discussing all this and more. But we don’t just speak on creating amazing experiences — we put our money where our mouth is —  we create them. 

So join us in one of four fabulous locations for insights, happy hour, networking and advice customized for your vertical.

Let’s take a look at what’s in store:

Digital Happiness Roadshow: Dates, Info & Why You Should Attend

Denver 

July 18th, 6:30 – 8:30 pm

The show in Denver (along with the one in Philadelphia) kicks off the Roadshow. We’re starting with a bang, with the show set for Mile High Spirits, a lounge best known for its live music and patio games. If the craft cocktails and light fare don’t fill you up as much as you’d like them to, you won’t even need to walk far, as food trucks line this trendy space. Also, if you love modern distillery and spirits, stay around for some info on how to snag a spot at their distillery tours.

Philadelphia

July 18th, 6:30 – 8:30 pm

In Philadelphia, our roadshow will take place in a historic meeting place — the Philidelphia Distillery, which is the state’s first spirit distillery since the end of prohibition. The meeting place itself was once a factory, a key marker during the state’s industrial revolution. The transformed the 13,00 square foot space was later transformed into a retail store, bar and tasting room. Come for the UX teachings. Stay for the spirit craftsmanship.

Atlanta

July 23rd, 6:30 – 8:30 pm

In Atlanta, our roadshow will leave you shouting from the rooftops — perhaps literally, as it’ll take place in SkyLounge, a world famous rooftop lounge and event space. Here you’ll get to enjoy craft cocktails and gander at incredible views of the ATL. The lounge sits atop the historic Glenn Hotel, situated in the heart of the Centennial Park District, known for being a hub for business and entertainment. There’s no better place to imbibe the sprightliness of the downtown district.

Austin

July 25th, 6:30 – 8:30 pm

We’re hosting our Austin roadshow at Maggie Mae’s, an iconic “bar” that screams Austin. As you can see, we use the word “bar” loosely, as the venue boasts over 15,000 square feet of event space, 7 bars, 3 stages and is steps away from major hotels. It’s anything but boring — the perfect space for a memorable UX lesson. 

In this iteration, we’re partnering with Brooks Bell, a provider of analytics, A/B testing and personalization consulting for enterprise brands. Like yours truly, this company helps with website optimization and has a unique approach to obtaining it.

See you there!

Contentsquare Helps Brands Grow Revenue and Loyalty Through Exclusive Behavioral Insights Powered by Salesforce Commerce Cloud

Integration with Salesforce B2C Commerce Gives Teams Access to Unique Customer Conversion and Content ROI Metrics Within Their Commerce Dashboard

NEW YORKJune 5, 2019 /PRNewswire/ — Contentsquare, a leading digital experience optimization platform trusted by brands like Avon, Kenzo, Sephora, and GoPro, is making its actionable customer behavior insights available to brands through the Salesforce LINK Partner Marketplace.

Fueled by intelligence, Contentsquare goes beyond traditional KPIs to give brands a granular understanding of the performance of their web, mobile site and app — down to which in-page elements are encouraging visitor engagement and which are stalling conversions. When paired with Salesforce Commerce Cloud, Contentsquare’s exclusive engagement and revenue metrics (Content Attractiveness, Revenue per Click, Hesitation Time, etc), Salesforce B2C Commerce clients can quickly see how to streamline their product search process, tailor customer journeys, and enhance content for conversions.

GoPro Story

Global lifestyle brand GoPro uses Contentsquare on a daily basis as its “source of truth” for understanding customer behavior and delivering inspirational experiences to its community of content-hungry fans.

“I have never been more stoked to see a technology solution like this one that makes it easy for businesses like mine to scale quickly and achieve our aggressive goals,” said Kathy Ando, Senior Director of eCommerce, GoPro. “GoPro.com is stronger, smarter, and more prepared to take on massive digital transformation through Contentsquare and Salesforce B2C Commerce. Our Conversion rate has never been this strong, thanks to the actionable insights from Contentsquare and the flexibility SCC affords us. Contentsquare has armed GoPro with the fuel to propel our velocity and Salesforce B2C Commerce Cloud is our launching pad.”

Enriched eCommerce

The Contentsquare integration available through the Salesforce LINK Partner Marketplace provides brands like GoPro an enriched eCommerce management experience. Brands no longer have to toggle between systems to understand visitor behavior in order to troubleshoot issues or zero in on best practices. Valuable input from our common customers will continue to shape our integration roadmap throughout 2019.

Empower the Entire Commerce Team

With Contentsquare’s full capabilities at their fingertips — including the CS Live browser extension, which displays KPIs directly onto the brand’s Salesforce B2C Commerce site — the entire eCommerce team can leverage highly visual data to quickly prioritize the UX actions that provide the biggest improvements and identify previously unseen opportunities for growth.

“This integration is the natural next step in our mission to democratize access to insight and empower all experience-builders with access to a deep, straightforward understanding of why customers behave the way they do on their sites and apps,” said Jonathan Cherki, CEO and Founder, Contentsquare. “Consumers today want integrated experiences and so do the teams that are working every day to raise digital standards. We are proud that our experience insights solution is available globally on the Salesforce LINK Partner Marketplace.”

Contentsquare experts and members of the GoPro team will be available at Salesforce Connections 2019, the customer engagement event of the year. The ContentSquare integration for Salesforce B2C Commerce Cloud is currently available on the Commerce Cloud Marketplace.

Salesforce, LINK Partner Marketplace and others are trademarks of Salesforce.com, Inc.