How CAMILLA is optimizing its ecommerce experience with Contentsquare and Optimizely

The company

An Australian luxury fashion brand known for its iconic prints and bold designs, CAMILLA has been a major player in the fashion scene for over 20 years. 

With a strong presence in Australia and a growing global presence, the brand has consistently worked on improving its digital experience to better serve its customer base.

To optimize its customer journey and drive growth through its website, CAMILLA turned to Contentsquare's Experience Intelligence platform and Optimizely's A/B testing platform.

The challenges 

Contentsquare has given CAMILLA’s digital team deep insights into its digital customers’ behavior, and provided a clear, data-driven foundation for decision-making and prioritization, all while keeping the customer at the heart of every action.

The team at CAMILLA led a strategic transformation to elevate the ecommerce experience, with a particular focus on the website’s product pages—a pivotal moment in the customer journey where purchase decisions are made. 

Using Contentsquare, the team identified three critical challenges to address:

• Enhancing mobile engagement: a significant number of users browse the CAMILLA site on mobile—and Contentsquare analysis revealed that that these mobile customers were experiencing friction when attempting to find the ‘Add to Cart’ button on product pages, negatively impacting engagement and conversions 

• Reducing bounce rates: Contentsquare showed high bounce rates on product pages, with many users exiting within 60 seconds. The team prioritized measures to reduce abandonment rates, especially on mobile

• Optimizing the product listing page: Contentsquare analysis revealed significant user frustration occurring on the site’s product listing page, as evidenced by high levels of rage clicks. This suggested that customers were encountering navigational or interaction challenges within the gallery, creating friction in their shopping experience and hindering seamless browsing

The solution

Contentsquare had helped the CAMILLA team identify three opportunities to improve its product pages. It would also play a critical role in enabling them to carry out the necessary optimizations.

The team required data-driven insights to make informed decisions, ensuring that only the most impactful optimizations were implemented while avoiding unnecessary additions. 

Before using Contentsquare, the team relied on external data sources to benchmark the performance of features, and often fell back on intuition to make decisions, with mixed results. 

Contentsquare has enabled a more data-driven approach, providing a clear view into customer behaviors and pain points on the site’s product pages, and enabling more strategic and effective optimizations. 

Insight 1: journey analysis reveals issues with navigation

Using Journeys, the team discovered that customers on both desktop and mobile were frequently navigating back and forth between the product and collection pages. 

This looping behavior indicated indecision and a need to enhance product details, make key elements more accessible, and guide users smoothly through their purchase journey.

Insight 2: heatmap analysis reveals low or negative user interactions with in-page elements

Zone-based heatmap analysis of the product pages revealed that customers were often missing (or getting frustrated by) key page features like size selector and add-to-cart.

The team discovered 

• A high click recurrence on the product pages’ size selection zone (especially on mobile), indicating that customers were frustrated with the lack of visibility of all sizes 

• Strong engagement with product details, suggesting that these should be moved higher on the page for easier access

• Low exposure of the ‘Add to Cart’ button—this being below the fold on mobile, prompting a recommendation to reposition this button higher 

• High levels of rage clicking in the image gallery section highlighted a need for easier navigation

• Similar levels of rage clicking on the non-clickable iChange banner, suggesting the need to add clickable functionality and make design adjustments 

Insight 3: error detection shows technical issues are impeding customers

Error detection: Contentsquare also highlighted JavaScript errors that were causing issues with actions like removing items from carts, helping the team quickly address these problems.

Changes made based on these insights

Armed with these insights, CAMILLA introduced several key changes:

• Making the ‘Add to Cart’ button sticky: implemented on both desktop and mobile, this alteration increased engagement and reduced cart abandonment rates. The CAMILLA team used Optimizely to test this change before rolling it out across all users, which enabled them to tailor the user experience to different regions

• Adding ‘accordions’: by adding expandable sections to pages, the CAMILLA team improved usability and made it easier for customers to scan through key information, while keeping the layout clean and mobile-friendly

• Improvements to the imagery gallery: the team reduced rage clicks on imagery by making all images visible on the user scroll, also showcasing a range of angles and models wearing items of clothing—and adding highly engaging video content. 

• Making Call-to-Action (CTA) buttons more instructive: the team revised button copy to guide users clearly toward the next step in their journey

• A mobile-first design: the redesign focused on making critical information easily accessible for mobile users, who typically have shorter attention spans

The results

The combination of Contentsquare’s data-driven insights and Optimizely’s testing platform has empowered the team at CAMILLA to make informed, data-backed decisions about its ecommerce platform. 

CAMILLA’s partnership with Contentsquare and Optimizely enabled the team to completely transform the product page experience, with impressive results:

• Increased Average Order Value (AOV): mobile AOV in the US increased by +3.5%, by +6% in Australia, and by +15% in the EU

• Higher ‘Add to Cart’ rates: the US market saw a +2.5% increase in mobile add-to-cart rates, while Australia saw a +2% increase and the EU a +3% increase

• Improved engagement: the redesigned product pages with stickied ‘Add to Cart’ button led to higher completion rates and reduced customer frustration

With Contentsquare and Optimizely to work with, CAMILLA is equipped to optimize its experiences and ensure its ecommerce platform continues to meet the evolving needs of a fast-growing global audience.