The company
Etam is one of France’s most popular lingerie groups and 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 make women free 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 experience easier and more accessible. Since then, the brand has run several ecommerce campaigns, including its flagship Love Price campaign.
Key metrics
Exposure rate increase to 99.9%
+16% increase in conversion rate per click
+13% increase in conversion rate per click
The challenge
As part of Etam's Love Price campaign, the brand offers more than 1,100 products at reduced prices for around ten days.
Etam’s emerchandising teams wanted to understand customer behavior to inform their strategy and increase traffic to the Love Price categories. To achieve these, they started monitoring and optimizing the eCommerce campaign with Contentsquare.
The solution
Etam’s e-merchandising teams used Contentsquare’s Experience Analytics to see users’ click behavior on each page and compare 2 pages side-by-side to see how visitors interact with their content.
As a result, the teams uncovered what stopped users from taking action and drove them to make a purchase, the elements they clicked on the most and the least, and any missed opportunities. Here's how they did it.
1. Reorganizing the homepage
After launching its Love Price category pages, the team used Zone-Based Heatmaps to uncover page elements users interacted with the most or the least on different devices.
The heatmap revealed less than 40% of mobile users saw the Love Price promotional block. These users didn’t scroll down far enough to the part of the homepage where the Love Price block was located.
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
This resulted in a homepage redesign to make it simpler with fewer options. By prioritizing the most valuable CTA—delivery slot bookings—the team saw a significant boost in bookings and registrations from new visitors.
Using these insights, the team repositioned the Love Price promotional block to the top of the homepage. 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 Love Price’s top subcategories before optimization
Attactiveness of Etam’s Love Price’s top subcategories after optimization
The results
Contentsquare has proven useful for running customer behavior analysis, and the insights have helped with ecommerce campaign performance optimization.
By using Contentsquare to monitor campaign performance against their KPIs, Etam achieved impressive results with its Love Price campaign.
Etam’s Love Price campaign success metrics:
Increased the Love Price promotional block exposure rate to 99.9%
Boosted conversion rate per click on the Love Price block by +16%
Increased conversion rate per click on one of the top subcategories by +13%
Etam’s eCommerce campaign checklist for success
To get similar or even better results from your eCommerce promotional campaigns using Contentsquare, Etam’s e-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 eCommerce 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 are 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 key performance indicators (KPIs)
☐ Set up alerts via Contentsquare 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 monitor 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, and 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