Harrods is a luxury department store that first opened its doors in 1849 in Knightsbridge, London. In recent years, Harrods has focused strongly on its digital evolution and optimizing its online shopping experience.
Amid the pandemic, Harrods focused its harrods.com service to ensure customers received the same standard of excellence online as they would in-store. With the store closed due to restrictions, the site became the most important touchpoint for Harrods and its customers. “With the impact of lockdown, we were seeing more traffic on the website,” explains Nick. “We needed to ensure the site had fewer pain points and limited customer friction.”
To get a solid understanding of how the new site was performing and to ensure a frictionless customer experience, Digital Analytics Manager, Nick Clews, and the digital team turned to Contentsquare for help.
Using Contentsquare CS Insights to surface issues and Session Replay to better understand the why behind these errors, Nick was able to immediately optimize the new site checkout journey in three ways:
1. Reducing Friction at Checkout
One of the first insights flagged was an error in the checkout form causing customers to click in the “First name” field multiple times.
2. Optimizing the delivery page
Next, CS Insights detected a slow load time in the “Click & Collect” option of the delivery page—an important new service provided by Harrods. This slow load time was causing customers to rage click on the delivery option.
CS Insights helped identify and quantify the issue. And by sharing real-life examples of user sessions with the IT team, they were able to take quick action and optimize the page to improve the time that it took users to complete the click and collect form by 10% and reduce form abandonment by 2%.
3. Highlighting errors on the payment page
Finally, AI Insights surfaced an issue in the last step of the checkout journey on the "Place order" CTA. Contentsquare revealed that customers were trying to place their order by clicking “Pay Now” but were getting stuck.
To find out why this was happening, Nick took a closer look in Session Replay which revealed customers struggling to enter their card details. Analysis showed that in some sessions, customers were clicking the card icon repeatedly, presumably expecting to have to select a card provider.