The company
Early Settler is one of Australia’s leading furniture and homeware stores, offering both in-store and online shopping experiences. They aim to help customers create a modern, stylish home with a full range of products, from large furniture all the way to small fittings.
Like many ecommerce brands, Black Friday is a crucial period of the year, and it’s paramount Early Settler's sales offerings are easily identified on their digital channels.
The challenge
Shortly after the first release of their Black Friday campaign content on the homepage, Early Settler's ecommerce team used Contentsquare to conduct a review of their best performing content.
Observation 1: using Heatmap Analysis, the team identified the 'Shop Catalogue' tile was one of the least attractive tiles (6.84%), despite being the most exposed. It also had the lowest conversion rate per tap, compared to the other, less exposed tiles.
Observation 2: less exposed tiles sitting way below the fold, such as the 'Black Friday Favourites' product carousel, 'Themes' grid, and 'Shop Now: Living and Offers', were driving more revenue compared to the highly visible 'Shop Catalogue' tile.
Heatmaps analysis showing attractiveness rate of the 'Shop Catalogue' tile (left) and conversion rate per tap (right)
Using Contentsquare's Impact Quantifcation capability, the team was able to show that users who interacted with the less-exposed 'Black Friday Favourites' carousel demonstrated higher conversions and more revenue than those who interacted with the 'Shop Catalogue' tile.
The team was able to show that if 10% of users who previously clicked the 'Shop Catalogue' tile interacted with the 'Black Friday Favourites' carousel instead, it would generate Early Settler an additional +$2,079AUD in revenue in one week.
The solution
Armed with these insights, the team decided to trial a re-arranged homepage that prioritized exposure of the more attractive and better-converting content tiles. They also trialled pushing better-performing content further up the homepage, allowing for higher exposure and increased opportunity to convert users.
Through Contentsquare, we transformed our digital space, bringing hidden gems to light, removing our internal bias on content and ultimately driving revenue for Early Settler. It's more than just a platform; it's our roadmap to understanding customer behavior, optimizing content, and making every click count.
After refreshing the 'Black Friday Favourites' carousel visual to be more discernible, and moving the 'Themes' grid higher up the page, the team saw an increase in engagement, a decrease in bounce rates, and more time spent on the page.
This resulted in an additional increase of +$9,747 in revenue, in just 4 days.
But the team didn’t stop there.
Heatmaps analysis showing engagement rate of Early Settler's 'Black Friday Favourites' section before (left) and after (right) optimization
Early Settler replaced their hero banner with a new visual and saw a massive increase in engagement and revenue. The tiles below the new banner also performed much better than before.
Heatmaps analysis showing attractiveness rate and revenue of Early Settler's hero banner before (left) and after (right) optimization
Following the insights from Contentsquare, Early Settler moved the well-performing Black Friday tile higher up the page, which resulted in a huge increase in revenue.
Heatmaps analysis showing revenue of Early Settler's Black Friday hero banner before (left) and after (right) optimization
The results
With the help of Contentsquare, Early Settler was able to surface valuable insights that secured an additional +$30-50K of revenue in just over 1 month.
