How Beerwulf used Contentsquare to craft the perfect product page

The company

Beerwulf is an online store where visitors can discover and buy delicious craft beers from all over Europe. They’re passionate about connecting those who like drinking beer, with those who love brewing it. Their website sells over 600 beers, curated packs, and home draught systems.

The challenge

The Beerwulf digital team wanted to better understand customer behavior to improve the product listing page (PLP) of one of their most important products: Packs.

Beerwulf's Packs PLP

Using Contentsquare's Journey Analysis capability, the team saw visitors were adopting a looping behavior between the PLP and product detail pages (PDPs). Visitors were going back and forth, trying to compare the individual beers in the pack, which could only be seen on the individual beer's PDP.

The solution

Based on this insight, the product team ran a test allowing people to quickly see the contents of a pack on the product listing page.

This meant that instead of having to go back and forth, they could immediately compare the contents of each pack on the list page through an interactive pop-up.

Contentsquare empowers my team to make data-driven decisions so they can find clear business values for improvements they find on the page.

Lars Harmsen

Former Product Owner Experimentation

The results

As a result of this test, there was a +2.4% increase in conversion rate, with 8% of people on the page interacting with the additional pop-up (instead of going back to the previous page).

Contentsquare data showing engagement rate of the pop-up feature.