The company
Avon is a legacy beauty brand with an enviable reputation built in part by a vast community of representatives. The company has invested heavily in digital transformation in order to bring a seamless customer experience to its hyper-connected audience.
The challenge
When Avon's web optimization team analyzed their makeup category page using Contentsquare's Heatmaps capability, they found their product carousel had a low exposure rate (60%) on desktop, meaning that 40% of customers weren't seeing it.
Heatmaps analysis of the makeup category page
Visitors were viewing the banner image at the top of the page but weren't scrolling down to the product carousel, which was located beneath the fold. At the same time, the attractiveness rate of the carousel area high—users exposed to the carousel were likely to click on it. Even better news, the conversion per click showed that a high percentage of visitors who did click on the carousel went on to make a purchase.
The solution
The team decided to run an A/B test on the page to determine whether reducing the height of the banner and bringing the product carousel higher up the page would translate into a healthier exposure rate, more engagement, and an improved conversion rate.
It wasn’t the first time the team had considered making the banner smaller, but they'd lacked the data to back up such a decision. The team was also concerned about devaluing the banner image, so it was important to test before rolling out any changes.
During the test, the team analyzed exposure, clicks, scroll, bounce, exit rates, and time spent on page. They also took into account conversion metrics.
Contentsquare answers the question of 'how' and 'why' and this is extremely valuable to our team with regard to our A/B tests and site analyses. Perhaps one of the biggest benefits is the visual representation of behavior that Contentsquare provides. Our entire team (creative, marketing, merchandising) is now familiar with unique behavioral metrics such as click rate, exposure rate, and scroll rate. We can sit in a room, take a look at the results and come up with a plan of action. We ran our test for two weeks, analyzed the results immediately thereafter, and put a plan in motion on the day the results were presented. Contentsquare has empowered our team to make data-driven decisions quickly.
The results
Running a test with a shorter banner resulted in a +44% increase in the exposure rate (from 57% exposure rate in the control to 82% in the variant).
The team also noticed a +24% increase in click rate and overall revenue attributed to the section increased by +35%.
In fact, the variant segment also drove revenue +6% higher than the control group. At the same time, bounce and exit rates went down, and visitors ended up spending 5 seconds longer on the page.
The original layout of Avon's makeup category page (left), and the variant layout with a smaller banner image (right).