The solution
Using Contentsquare's page comparator tool, the Beerwulf team found that the detailed landing page was not being viewed as much as they expected.
The content team thought that maybe they were overloading customers with information and thus considered getting rid of the page altogether. To be sure of this, the content team conducted a journey analysis to check if their hypothesis was correct.
The results
The content team saw that those who did view that page were 5% more likely to convert later on, so visitors were actually using the information on the landing page to make their decision.
This confirmed that the page is actually important to customers when making purchase decisions and should be available in more product descriptions.
Contentsquare empowers my team to make data-driven decisions so they can find clear business values for improvements they find on the page."