Diptyque is transforming its website and business culture with Contentsquare

The company

Diptyque is a luxury fragrance brand, headquartered in Paris. Founded in 1961, the company sells perfumes, scented candles, skincare, soaps, and oil diffusers to customers worldwide.

The challenge

Diptyque has expanded significantly over the last decade, increasing its number of boutiques from 70 (in 2018) to 124 (in 2025), all while scaling its ecommerce business.

To help support its growth ambitions, Diptyque needed visibility into its online user experience.

“We wanted to make sure that every decision we were making in regards to the website experience was data-oriented,” says Emmanuel Göthe, Digital Performance Manager, Americas at Diptyque. “For that, we needed a reliable source of behavioral data insights.”

Prior to implementing Contentsquare, the digital performance team was using limited analytics tools, incapable of enabling end-to-end analysis of Diptyque’s digital user journeys. 

“With our previous analytics tools, we weren’t blind per se,” says Emmanuel. “But the tools weren’t providing us with the depth of analytics data and learnings that we needed to improve our website experience.”

“We knew that Contentsquare is a super powerful tool and goes really deep into insights that we’re looking for as ecommerce professionals. So, it was a no-brainer for us that we needed a tool like that at our disposal to grow in line with the company’s ambitions.”

The solution

Diptyque implemented Contentsquare’s experience intelligence platform to monitor its website's technical performance and understand and maximize the performance of website content.

The digital performance team Emmanuel belongs to is the primary user of the platform. As well as monitoring key journeys, pages, and metrics for the business, they also help other teams throughout the business carry out analytic projects and benefit from insights.

“Our goal with Contentsquare is to enable every team to understand what’s happening on the website from our users’ point of view,” says Emmanuel. “My team’s role is to help other teams achieve that understanding by working hand-in-hand with them on their analytics projects and providing additional insights where possible.”

Making Contentsquare a source of truth for every team 

Emmanuel’s team creates dashboards for each project so every insight can be shared with other teams. Beyond this, the team has been training other teams to use the platform for themselves.

“We’ve made the platform available to anyone within the company who wants to use it,” says Emmanuel. “This makes it critical for us to educate whoever wants to use it.” 

Working with Contentsquare’s Client Success team, the digital performance team hosts digital days and training sessions, helping other teams understand the platform’s features and what it has to offer them specifically.

As a result of these efforts, Contentsquare has been adopted widely throughout the company. 

“We’ve managed to increase the number of users that we have had on the platform and make sure that it remains a source not only for us and our team, but for people across all digital teams. When it comes to the user experience on the website, Contentsquare is the source of truth for every team.”

Emmanuel Göthe

Digital Performance Manager, Americas

To illustrate the types of analytics projects Diptyque can now execute using Contentsquare, let’s look at an optimization Emmanuel’s team carried out on a checkout page.

Optimizing the checkout page with AB Tasty and Contentsquare

Knowing how critical the checkout page is in the customer journey, Emmanuel’s team routinely analyzes the page’s performance using Contentsquare. They also pay close attention to any customer feedback regarding the checkout page and process.

“We make a point of acting on customer feedback,” says Emmanuel. “So when our customer service team received some negative feedback about the checkout experience, we immediately started investigating.” 

The initial feedback was that the logging-in experience was painful, which was backed up by additional feedback the team collected through an NPS® survey they set up within the journey. 

Discovery phase: using Contentsquare to understand the issue 

To understand why the checkout login process was causing problems, Emmanuel’s team used Contentsquare to find out

• How customers were experiencing the login issue at checkout 

• How the issue was impacting them over time

• If the issue was linked to an error, a bug, loading issues, or the user interface

“The checkout page is so important that we’re not ready to make any big change to the page without being absolutely sure that we’re working towards an actual improvement from what we have,” says Emmanuel. “Luckily, we have Contentsquare to get clarity on both what needs to change on our web pages and how our changes are performing.”

Initial analysis in Contentsquare revealed the page’s exit rate had risen while its conversion rate had dropped. User segmentation showed new users had a +25% higher exit rate and that the conversion rate for mobile users was -15% lower than desktop users. 

It was time to dig deeper. Contentsquare’s Journey Analysis capability showed there were drop-offs on the checkout page, with some users going back to previous steps. 

The team was then able to pinpoint what was causing these drop-offs using zone-based heatmap analysis: users were clicking on a page element that the team had assumed was obviously non-clickable. 

Theorizing that the page’s call to action (CTA)—and in fact the whole login interface—wasn’t clear enough, the team confirmed this hypothesis by watching session replays of user sessions that ended in a drop-off.

“It’s one thing to have customer feedback, but Contentsquare’s Session Replay capability let us see how the users were seeing it, and what their initial instinct was when navigating through the page.”

Testing phase: using Contentsquare and AB Tasty to redesign the login process

Having identified this issue, Emmanuel and his team decided the entire checkout login journey needed to be rethought.

“It wasn’t just about correcting one issue,” says Emmanuel. “It was about building a better journey for our customers. This meant challenging the existing 2-step process by removing a step and improving the page’s information hierarchy.”

The game plan: run A/B tests with AB Tasty (a technical partner of Contentsquare) and analyze the impact on customer behavior in Contentsquare. 

Emmanuel’s team took learnings from competitors who were known to have quick, efficient sign-in steps, and worked with a UX designer to come up with 2 variations of the interface.

Variation 1 performed better, improving conversion (defined here as accessing the next step in the checkout process: entering the shipping address) on both the French and U.S. sites. 

This test helped the team arrive at the final checkout process pictured below, which enables the user to pick between logging in and creating an account. 

The results

The optimizations made to the checkout journey has yielded impressive results:

• -31% decrease in exit for new users

• +9% increase in conversion rate for mobile users on the page

• -50% loading time

This is just one example of how Contentsquare is helping Diptyque create more engaging (and less frustrating) digital customer journeys—the sort of journeys that help drive conversions and retention.

“Contentsquare has helped us to be much more reactive and sometimes even proactive in identifying an issue on the website and knowing how to approach it. Whether we get some customer feedback via NPS® or our customer service team, or we notice something on Contentsquare, we can use the platform’s capabilities in the discovery stage to figure out exactly what it entails. We look at Journey Analysis, at page comparators, at Heatmaps—and these lead us to a hypothesis that we can then test using Contentsquare.”

Emmanuel Göthe

Digital Performance Manager, Americas

However, the impact of Contentsquare on the brand is bigger than any one project—and this can be put down to how Contentsquare’s visualizations make insights into the digital customer experience easy to understand for every team and stakeholder.

“Contentsquare insights are straightforward for anyone outside of our team to understand,” says Emmanuel. “And Contentsquare makes it easy to share them.”

As a result, Contentsquare insights have been widely shared within Diptyque—and this has led to a significant culture change at the brand, with teams more conscious than ever of needing data to back up decisions.

“Diptyque is a really creative brand, and people here always want to move the brand and the website forward in creative ways. For us, the challenge is to make sure that this creative vision doesn’t diverge too greatly from what the data tells us is a rational path. Contentsquare has everybody more mindful of the need to use data to rationalize and prioritize the process of change.”

Emmanuel Göthe

Digital Performance Manager, Americas