The company
Etam is the seventh-largest lingerie retailer worldwide, with over 3,700 stores in 54 countries. Founded in 1916, the French lingerie and sleepwear brand aims to empower women through innovation and a solid commitment to providing outstanding customer service.
Over the years, Etam has evolved to meet consumer shopping trends. In 2001, it launched its digital storefront, Etam.com, to make customers' online shopping experiences easier and more accessible. Since then, the brand has run several ecommerce campaigns, including its flagship Love Price campaign.
Etam's website
Key metrics
Exposure rate increase to 99.9%
+16% increase in conversion rate per click on campaign promotional block
+13% increase in conversion rate per click on a top subcategory
The challenge
As part of Etam's Love Price campaign, the brand offers more than 1,000 products at reduced prices for around 10 days.
Etam’s merchandising teams wanted to better understand customer behavior to help inform their strategy and increase traffic to the Love Price categories. To achieve these, they started monitoring and optimizing the campaign with Contentsquare.
The solution
The teams used Contentsquare’s Experience Analytics product to see users’ click behaviors at page level and compare 2 pages side-by-side to see how visitors interacted with their content.
As a result, the teams uncovered what was stopping users from taking action, what drove them to make a purchase, the elements they clicked on the most (and least), and missed opportunities. Here's how they did it.
1. Reorganizing the homepage
After launching its Love Price category pages, the team used Contentsquare's Heatmaps capability to see the page elements users interacted with the most on different devices.
Heatmap analysis revealed less than 40% of mobile users saw the Love Price promotional block. That's because these users didn’t scroll down far enough to where the Love Price block sat on the homepage.
Given that mobile users made up 70% of Etam's global traffic, the low exposure rate meant a missed opportunity to drive more traffic to the campaign page.
Exposure rate (on the left) and click rate metrics (on the right) before optimization
The team decided to redesign the homepage to make it simpler and with fewer options. By prioritizing the most valuable call to action (CTA)—delivery slot bookings—the team saw a significant boost in bookings and registrations from new visitors.
The team repositioned the Love Price promotional block to the top of the homepage and the results were impressive.
The block's exposure rate increased to 99.9% and the visibility of the new collection remained high at 71%
The conversion rate per click on the Love Price block also improved by +16%
2. Tackling subcategories
With the homepage redesigned, the team turned their attention to improving the performance of their sub-categories.
Before making any changes, the team used Contentsquare to determine the attractiveness rate and conversion rate per click of each of their top subcategories. Straight away, they noticed their subcategories weren’t listed in order of attractiveness.
With the data to back up their decision, they swapped the order of categories to ensure the most attractive categories were displayed first.
This quick change, driven by customer data, created a +13% increase in conversion rate per click on one of the top subcategories—a tiny change with big results.
Attactiveness of Etam’s top subcategories before optimization
Attactiveness of Etam’s top subcategories after optimization
The results
Contentsquare has proven useful for running customer behavior analysis, and the insights have helped with the team with ecommerce campaign performance optimization.
By using Contentsquare to monitor campaign performance against key performance indicators (KPIs), Etam achieved impressive results with its Love Price campaign.
Etam’s ecommerce campaign checklist for success
To get similar or even better results from your ecommerce promotional campaigns using Contentsquare, Etam’s merchandising teams recommend these steps.
Pre-campaign checklist
☐ Analyze your website to identify its strengths and opportunities for improvement
☐ Define the exact goals you want to achieve with your campaign
☐ Ensure your campaign offer is prominently displayed in your main navigation
☐ Use a hierarchical structure for your site’s navigation and ensure it includes search and filtering options, so users can easily find what they need
☐ Position critical assets above the fold so they're immediately visible to users without scrolling
☐ Regularly review revenue data for all devices, especially on mobile
☐ Set up a specific workspace in Contentsquare to monitor the performance of your campaign daily, using KPIs
☐ Set up Contentsquare Alerts to identify and address any issues or errors in real time, so you can resolve them quickly and improve campaign performance
During the campaign
To uncover errors as they happen and keep on top of performance, Etam recommends
☐ Using Contentsquare workspaces to closely track the performance of your campaign. It's a visual and easy-to-understand way to monitor your KPIs
☐ Setting up and monitoring performance alerts to quickly address site errors or sudden changes and prevent them from negatively impacting your bottom line
☐ Continuously analyzing your campaign to identify insights and opportunities for quick improvements—don't skimp on it!
Post-campaign
Now that your campaign is complete (congratulations!), Etam recommends
☐ Evaluating what worked well and what didn’t. This will help you draw valuable conclusions to inform and improve your future campaigns
☐ Reviewing each action you took and assess the performance of your KPIs to identify best practices and lessons learned. Involve all stakeholders in the process
☐ Sharing your successes and areas for improvement across the business. This way, all departments are aligned and know what to do to improve future campaigns