Emma x Contentsquare
How Emma used customer behavior insights to increase conversions on key campaign landing pages by 7%
Emma - The Sleep Company is the world's leading direct-to-consumer sleep brand. With over 1.5 million mattresses sold each year, the brand is on a mission to lead, disrupt, and reinvent the sleep-tech industry. To ensure their digital experiences were as relaxing as their mattresses, they turned to Contentsquare.
The team at Emma was focused on ensuring an agile and data-driven approach to optimizing their digital experience—with major campaigns and seasonal discount promotions forming an integral part of the brand's eCommerce strategy. For each campaign, the team built a new landing page using a similar template. Optimizing these sales pages for success was therefore a high priority for Emma.
Emma’s Black Friday campaign (called Black Weeks) is one of the brand’s most important campaigns, responsible for significantly influencing success during the Christmas period.
Using Contentsquare, the team conducted an in-depth analysis of the Black Weeks landing page to better understand user behavior and take a closer look at the conversion funnel. The goal was to discover which adjustments to implement to improve the digital experience across their most important campaigns.
Firstly, the team used Customer Journey Analysis to understand both how users arrived at the Black Weeks page and what their onward journey throughout the site looked like.
Secondly, they used Zone-Based Heatmaps to better understand how users navigated and interacted with the page itself.
Finally, Contentsquare Impact Quantification helped the team assess which actions to prioritize based on their impact on conversions and ROI.