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 they love returning to and stock a full range of products to outfit an entire home, from large furniture all the way to fittings.
Like many ecommerce brands, Black Friday is a crucial period during the year, and it’s paramount that their 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, the Early Settler and Contentsquare team conducted a review of their best performing content:
Observation 1: using Heatmap Analysis, the team identified that the 'Shop Catalogue' tile (6.84%) is one of the least attractive tiles, 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, '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 Impact Quantifcation, the team was able to show that the segment of users who interacted with the less exposed Black Friday Favourites Carousel demonstrated higher conversions, and more revenue than the segment of users who interacted with the 'Shop Catalogue' tile.
The team was able to show, that if 10% of users that previously clicked the 'Shop Catalogue' tile interacted with the 'Black Friday Favourites' carousel instead, it would generate Early Settler an additional AUD$2,079 in revenue in one week.
The solution
Consider trialling a re-arranged homepage which prioritizes exposure of more attractive and better-converting content tiles.
Consider promoting better-performing content higher up the homepage. This allows higher exposure of content that Early Settler customers are more attracted to, increasing the opportunity to convert them.
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.
The Results
After refreshing the 'Black Friday Favourites' carousel visual to be more discernible, and moving the 'Themes' grid higher up the page, Early Settler saw an increase in engagement, a decrease in bounce rates and more time spent on the page.
This resulted in an additional increase of AUD $9, 747 in revenue, in just 4 days.
But the team didn’t stop there.
Heatmaps analysis showing engagement rate of Early Settlers 'Black Friday Favourites' section before (left) and after (right) optimization
Always testing, always optimizing
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 of Early Settlers hero banner before (left) and after (right) optimization
Following the recommendations by Contentsquare team, 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 Settlers Black Friday hero banner before (left) and after (right) optimization
The final numbers
With the help of Contentsquare, Early Settler was able to surface these insights that secured an additional AUD $30-50K of revenue in just over 1 month after working Contentsquare into their weekly content reporting in Oct 2022.
