The company
De Beers is a luxury diamond jewelry brand, transforming diamonds into timeless and iconic designs.
The challenge
In 2018, De Beers recognized the need for a full business transformation, the core of which was a complete rethink of their digital experience.
Michel Tjoeng, former Head of Digital & Customer Experience, and Katie Digean, Ecommerce Manager, were responsible for ensuring the stellar sales experience in-store was reflected online.
We make much more informed decisions than we used to. With Contentsquare, you can get a good sense of what the customers are doing with a few clicks of a button. Bar brain implants in all of our consumers, I don’t think there’s any way we could get a better understanding of it.
The solution
Pre-launch testing
Before the launch, Michel and Katie knew mobile conversion could be improved, and were keen to take a closer look at the mobile experience as a first priority. Using Contentsquare's Heatmaps capability, they noticed something unusual about the exposure rate on their product detail pages (PDPs)—a large percentage of customers would scroll all the way to the bottom, even though the 'Add to Bag' CTA was at the top.
They hypothesised users were simply not seeing the CTA. They tested a sticky CTA and saw a +10% increase in conversion. They made sure this was included in the site launch.
'Add to Bag' CTA before launch (left) and after launch (right)
The launch
Katie used Contentsquare's Journey Analysis capability to compare how jewelry and bridal customers navigated the site. She noticed users navigating to Engagement Rings page tended to navigate more pages across the site.
Heatmaps analysis confirmed the segment spent a long time interacting with elements on the Engagement Rings page. Katie tested a pop-up that let users book an appointment in-store and saw +27% increase in conversion from those pages.
The 'Book an appointment' pop-up, shown lower left
The results
+30% conversion site-wide
+10% average product page conversion
+27% appointment requests from bridal product pages
We’re a small team of limited people and it’s just a very quick and easy way to get the data you want in a visual, digestible format. Especially when you’re a small team and everything is very fast-paced, you can log in and get the data you need, even if it’s the middle of a meeting. I think that’s really crucial.