How MediaMarkt optimized its checkout journey and increased revenue with Contentsquare

The company

Mediamarkt is Europe's leading consumer electronics retailer. It's part of the MediaMarktSaturn Retail Group, which has over 1,000 retail stores across 11 countries, 50,000 employees, and a turnover of 22.4 billion euros in 2024. In Spain, MediaMarkt operates 112 physical retail locations across all regions, along with an online store. In 2024, it had a workforce of 7,000 employees and generated an annual turnover of 2.5 billion euros.

The company’s digital team is dedicated to understanding and enhancing their online customer journey, ensuring a smooth and efficient shopping experience for all users.

Improved metrics thanks to Contentsquare's Journey Analysis

The challenge

MediaMarkt's digital team faced a key challenge in their checkout process: user abandonment increased at each step as they moved closer to completing their purchase. Although most users who reached the shipping stage continued to the next step, 8.8% of users abandoned their journey at that point. An additional 7.8% of users dropped off between the 'Payment' and 'Summary' stages, and a further 13.2% dropped off at the 'Summary' stage (the final step before submitting payment).

The issue was even more prominent on mobile devices, where only 68% of users who reached the 'Submit' stage completed their purchase, resulting in a 31.5% abandonment rate at the final step. This revealed underlying friction that traditional analytics tools couldn’t clearly identify or explain.

In order to address the issue, the team needed to understand:

1. What caused users to abandon the process once they reached the Summary page?

2. What stopped users from converting even after they clicked 'Continue to Payment' on the Summary page?

Without answers to these questions, the team struggled to:

• Prioritize fixes

• Reduce the negative impact on conversions

• Optimize their checkout journey

To gain greater visibility into user journeys, and quickly generate actionable insights, MediaMarkt needed an advanced analytics solution like Contentsquare's experience intelligence platform.

The solution

With Contentsquare, MediaMarkt's digital team was able to accurately understand and map out their checkout user behavior.

Using Journeys and Heatmaps, the team quickly identified specific friction points and opportunities for optimization:

• Improved user journey: the team could see where users were dropping off and which elements were causing frustration, helping them to make adjustments to design and messaging in real time.

  

• Stronger customer relationships and loyalty: these optimizations led to a smoother shopping experience, increasing user satisfaction, recommendation rates, and brand loyalty.

• Greater efficiency and scalability: the digital team worked more collaboratively and efficiently, prioritizing high-impact changes and easily sharing insights across departments.

  

• Boost in revenue: by optimizing the checkout journey and reducing friction, MediaMarkt has seen an increase in conversions and growth in digital revenue.

Results

• Reduction in drop-offs during the checkout journey

• Significant increase in checkout conversion rate

• More efficient, result-oriented digital teams

We have successfully improved our checkout process. We now have a better understanding of what to change and how to prioritize optimizations in order to maximize conversions.

Fran Gil Cabello

Head of eCommerce

What's next?

MediaMarkt will continue to optimize its digital strategy using Contentsquare's experience intelligence platform, focusing on key areas of its ecommerce site—such as its category navigation and after-sales processes.

Additionally, the team is looking into implementing exit intent surveys at checkout to better understand the reasons behind abandonment and gather direct feedback from users in real time. This will help the team identify new optimization opportunities and respond to customer needs proactively, improving efficiency and customer satisfaction at every digital touchpoint.