The company
Hackett is a multi-channel retailer of clothing for men and boys, with a broad range of apparel and accessories. Today, Hackett has over 160 stores in more than 30 countries and various specific tailoring lines.
The challenge
Before embarking on their website redesign CRO Manager Desi Becheva turned to Contentsquare to get more insight into how users were interacting with each page.
Part of our digital transformation is really emulating our store experience online. For any fashion brand, it’s important to not just have a great user experience — but to really represent the brand. This is where Contentsquare is key.
The solution
Using Heatmaps, she could see that much of the content on their homepage was not being viewed as it was below the fold.
Her team used this insight, among others, to inform their site redesign—prioritizing pages to focus on and digging deeper into customer interactions in-page.
Heatmap analysis on Hacketts homepage
The results
After their redesign was complete, Desi again turned to Contentsquare to measure the results.
She saw that not only did the scroll rate increase across all devices but the bounce rate was reduced by -24% and +15% more users were reaching product description pages and product listing pages from the homepage—a key metric for Hackett to improve.
What's next
Now their redesign is complete, Hackett is looking ahead to see how they can continue to iterate on their successes and drive further growth.
Part of our digital transformation is really emulating our store experience online. For any fashion brand, it’s important to not just have a great user experience — but to really represent the brand. This is where Contentsquare is key. So not only to have a grand redesign every three years, but to really set goals and target and tweak pages as we go along. Our users are changing and Contentsquare has been extremely useful for us to really drive our growth and lessons learned.
