Zoopla partners with Contentsquare to accelerate digital transformation



December 10, 2020 | 3 min read

December 10, 2020 – Contentsquare, the industry-leading experience analytics platform, has today partnered with leading UK property portal, Zoopla, to accelerate their digital transformation plans and to become first-class when it comes to digital experiences. 

Accelerating digital transformation

Contentsquare will help Zoopla accelerate their digital transformation journey by understanding customer behaviour on their website quickly and easily. Since being acquired by Silver Lake Partners in 2018, Zoopla has expanded the workforce by over 60%. Contentsquare will be a key tool for enabling the Zoopla team to move quickly while rebuilding the technology platform. 

“I’ve used Contentsquare before at AutoTrader so I knew the tool and we’d been really successful. Contentsquare was a tool I knew I wanted to bring into Zoopla. So when I came in and did a diagnostic of the design team in terms of the way they worked, the tools they had and how research was working — there was no user experience analytics tool.”

-Anthony Collins, Director of Product Design

Data for all

“Contentsquare will be used across lots of disciplines, once people see how accessible and visual it is, they will all want to start using it. The data and analytics teams are going to be partners in this, we’re already working with them. The product team will definitely be using Contentsquare as well — we did a demo the other day and they were all jumping out of their seats to get their hands on it.”

Anthony Collins, Director of Product Design

Zoopla will use Contentsquare to democratise access to user insights and data across the entire organisation. From design to engineering, to product and marketing teams, the tool will be used as a “one-stop-shop” to guide UX decisions, segment CRM data, analyse search patterns and reduce customer frustration. 

As part of Zoopla’s digital transformation roadmap, the team has brought in tools like Optimizely and GA to run A/B experiments. Contentsquare sits at the heart of these tools and will be the force multiplier in understanding the ‘why’ when experiments fail or succeed. The Zoopla team are particularly excited to use Contentsquare’s side by side analysis feature to compare behavioural metrics before and after a test. 

Where Zoopla will look first

“The product details page is an area we know we need to optimise, it’s one of the highest traffic pages on the platform and getting the right content in the right positions for millions of users is critical. So having the insights that Contentsquare will give us is going to be critical for us to move quickly. Looking forward to getting it!”

Anthony Collins, Director of Product Design

After running a diagnostic across the design, product and engineering teams, Zoopla have already identified key areas where Contentsquare will immediately surface insights. 

  1. Product Detail Pages: As one of the highest traffic areas page, this is a key area of focus to optimise for conversions
  2. Search: Understanding search behaviour to guide decisions around hierarchy of filters and filter sets 
  3. Navigation: Clear down a bloated navigation and reduce the number links needed to get to a visitors end goal

Anthony Collins, Director of Product Design commented: “What I love about Contentsquare is the democratization of and visualization of data. The live zoning tool plug-in you get for Chrome, really opens people’s eyes and can close down some subjective opinions really quickly. I don’t think any other tool compares with Contentsquare. We’re not just looking at click maps, or heatmaps or what comes with other tools — Contentsquare really is the one-stop shop.”

Jake Stroyan, Business Development, Contentsquare said: “After working closely with Tony and the Zoopla team for a number of months, we are ecstatic to forge a partnership with their team and excited to help them understand how and why their users are interacting across their digital estate.

Empowering the entire Zoopla digital department with real-time customer behavioural data at their fingertips, will go a long way in helping them in their goals to take over the (property market) world and beyond. 

Contentsquare’s platform will provide the ability to quickly identify friction in the customer funnel, understand the most performant digital content and make better decisions using data opposed to gut instinct or opinion. We look forward to a fruitful partnership for years to come.

About Contentsquare

Contentsquare empowers brands to build better digital experiences. 

Our experience analytics platform tracks and visualises billions of digital behaviours, delivering intelligent recommendations that everyone can use to grow revenue, increase loyalty and fuel innovation.

Founded in Paris in 2012, Contentsquare has since opened offices in London, New York, San Francisco, Munich, Tel Aviv and Tokyo. Today, it helps more than 850 enterprises in 25 countries deliver better digital experiences for their customers. Visit contentsquare.com to find out more.

About Zoopla

Zoopla is a British company, founded in 2007 and owned by Silver Lake Partners. The company focuses on providing users with access to information such as sold house prices, area trends & statistics and current value estimates for domestic and commercial properties in the UK.

They are on a mission to make searching for a home a positive experience. For Zoopla, it’s not just about checking a property’s price, location and features, but about how the property makes the home searcher feel.