How Mitre 10 uses Contentsquare to drive experimentation and improve conversion rates

The company

Mitre 10 is a major chain of home improvement stores in New Zealand that sells a range of power tools, outdoor furniture, household hardware, building supplies, heaters, air conditioners, garden products, barbecues, and camping gear both in-store and online.

With consumers spending more conservatively, it was crucial for Mitre 10 to not only provide a frictionless online experience but drive engagement throughout the journey too.

Challenge

Working with a Contentsquare Customer Success Manager, the digital team at Mitre 10 was able to derive insights right off the bat during one of their initial onboarding and training sessions.

Contentsquare has changed our way of working by ensuring we're making decisions based on customer experiences and really focusing on empathy for the customer with each decision we make. Contentsquare gives us really robust data behind these decisions.

Natalie White

Lead Product Manager - Digital Customer Experience

Insight 1: search page

Using Contentsquare's Journey Analysis capability, they realized users who landed on the 'no results' page after inputting a search query would quickly bounce. What could they do to keep users on their sites?

Insight 2: product detail page

Using Contentsquare's Heatmaps capability, the team discovered there was a high click recurrence happening on their product pages from a segment of users who weren't converting. What could the team do to remove this friction?

The solution

Working with Dynamic Yield, Mitre 10 ran some A/B tests and added a product carousel on the previously empty ‘no results’ search page.

Using Dynamic Yield, the team also launched a 50/50 A/B test. The variant of the test was designed to improve clarity and prompt 'Click & Collect' and 'Delivery' selection requirements on their product pages, before users could add a product to their carts.

The results

The added product carousel resulted in a +42.3% uplift in revenue for the search audience segment.

Within the first week of implementing the 50/50 test, the team saw a +5.77% increase in revenue for desktop users and a +1.36% increase in revenue from mobile users.