L’Occitane used ContentSquare Saas to conduct a step-by-step analysis of the checkout process and identify checkout struggle points specific to each market.
In Russia, which had the lowest conversion rate, behavioural metrics surfaced several key insights. For instance, users hesitated 13 seconds longer on the delivery page than the international average. This was time spent finding the difficult-to-locate address modification button, a function Russians use more than any other country.
By understanding the behavior of their international users and making targeted, data-driven UX improvements, L’Occitane achieved an overall 15% lift in sales on mobile devices.