Florent’s team used Contentsquare to analyze digital customer behavior across the site. They started by focusing their attention on improving the holiday property search results page.
The first step was analyzing how customers were using the page. Using Zone-Based Heatmaps, they noticed visitors were interacting heavily with the ‘Number of Rooms’ filter. With a high click rate and healthy conversion rate, this functionality played a key role in the buyer decision journey. “However, this key filter was buried among dozens of other options,” says Florent, which was leading to a frustrating customer experience.
Thanks to Contentsquare insights, Florent’s team was able to make a data-driven decision to rethink the positioning of the ‘Number of Rooms’ filter. The team placed the filter in the second position on the filter bar, adding a dropdown row of room number tabs to allow users to quickly see which properties could accommodate their party.
With just one click, visitors were able to quickly filter to suitable properties, helping to streamline the customer journey and removing friction from their journey to purchase.
The team used various other tools within the Contentsquare platform, such as Customer Journey Analysis and Session Replay, to gain a granular understanding of their customer’s online behavior to deliver a site redesign that better catered to the needs of their audience.