How Blibli used Contentsquare to generate an additional $11.6K revenue in just 1 day

The company

Established in 2011, Blibli has since grown to become Indonesia’s largest eCommerce platform, fulfilling a gamut of needs ranging from daily staples, travel, lifestyle, electronic goods, household furniture and utility bills.

Available on both web and app, it goes without saying that offering users a seamless online experience and helping them to navigate a host of products and services is crucial to driving conversion.

The solution

1. Understanding the customer journey

Overseeing the homepage and promotion pages is no easy feat. It becomes even harder when you’re tasked to optimise promotion campaigns to ensure they deliver as much impact as possible on Blibli’s North Star metrics: customer acquisition and converting existing customers, order, revenue and click-through rates, to name a few. 

As such, understanding the customer journey after they land on these key pages becomes crucial in order to deliver personalized content and promotions that convert. Watch this video to learn how Contentsquare helps Maulvi Wibowo, AVP Digital Content Marketing Promotion at Blibli tackles these challenges.

2. Validating hypotheses and making data-driven decisions

From maintaining sections on Blibli’s homepage and promotion pages to overseeing a team that executes and assesses the performance of all major campaigns, Edward’s day-to-day involves processing and understanding a ton of data.  

Edward Tjahjadi, Campaign Operations Officer discusses how Contentsquare validates hypotheses and enables his team to make data-driven decisions. He also shares his favourite tools, and how Contentsquare helps facilitate alignment between his team and the tech team. 

3. Optimizing content and campaigns

For Blibli, their monthly Double Day campaigns are important, but the ones held during the last quarter of the year (October 10.10, November 11.11 and December 12.12) are paramount. Here are the insights and actions the team took to optimize campaign content:

Insight 1

Using Contentsquare, Edward’s team noticed high bounce rates on their 11.11 campaign, specifically visitors acquired from paid channels such as Youtube and Facebook.

The team hypothesized that these users were attracted by the brand deals advertised on these channels, but as they were not immediately presented these deals upon landing on Blibli, they would bounce.

For their 12.12 campaign, the team moved the brand deals section above the fold and featured it more prominently. The result? Bounce rates were reduced by -6%, and exposure increased by +226%.

Blibli's 12.12 campaign Heatmap analysis showing exposure rate before and after optimization

Insight 2

During 11.11, only 50% of users who viewed the page would see the “voucher’ section. The team pushed the voucher section above the fold, and changed it from a 3 column to 2 column layout. This increased exposure rate by +53%.

Blibli's 11.11 campaign Heatmap analysis showing exposure rate before and after optimization

Insight 3

The team noticed a low click rate (under 1%) on the ‘Flash deal’ component shown immediately after the voucher section. They replaced the ‘Flash deal’ component with a banner that redirected users to a dedicated page. This optimization increased click rate by +60%.

Heatmap analysis showing exposure rate of Blibli's Flash deal before and after optimization

The results

Little changes can lead to big results.

Just by implementing these simple tweaks, Blibli generated an additional USD $11.6K revenue in just 1 day.

Contentsquare x Merkle Indonesia

Blibli began collaborating with Contentsquare through Merkle Indonesia. As one of Contentsquare’s key partners, Merkle Indonesia has been working closely with the Blibli team to build customer-first experiences.

By bringing together Contentsquare’s technology with Merkle’s expertise in customer experience and analytics, Blibli was able to gain deep insights into customer behaviors and preferences, allowing for the creation of personalized marketing and customer engagement strategies.