The company
Lovehoney is the U.K.'s most popular online shop for buying adult toys and sexy lingerie.
The challenge
On Tuesday, November 19th, Lovehoney pushed their 2 main Black Friday landing pages—'Black Friday' and 'Sex Toy Deals'—live.
Then, just 3 days later, Lovehoney used Contentsquare’s Journey Analysis capability to carry out an early assessment of performance. The analysis showed 2 things: a high volume of visitors were seeing specific list pages, and many visitors were exiting straight away.
Lovehoney's 'Black Friday' landing page with category filters
The solution
The team discovered that fewer than 12% of users were seeing 4 list pages, less than 24% were getting straight to the product detail page—and 12.5% were exiting the site directly.
The found users were heading straight to view sex toy deals, but evidently couldn’t find what they wanted.
Contentsquare's Heatmaps capability revealed that conversion rate per click was 13.5% on the 'sort' and 'filter' buttons, but just 11.8% on the pagination buttons—indicating users who filtered results were more likely to to convert.
However, click rate on the 'sort' and 'filter' buttons was low, highlighting a missed opportunity.
Heatmap analysis showing conversion rate per click on the sort and filter buttons, and pagination buttons
The team at Lovehoney put their insights into action. They pulled their 3 popular categories out of the filters dropdown and onto the page itself, so users could click on them right away.
Lovehoney's optimized category filters on the 'Black Friday' landing page
The results
Not only did the team see a huge uptick in the number of users interacting with the filters, but they also saw a
+30% increase in on-page conversions
-20% reduction in exit rate
+17% reduction in bounce rate
