How MyDeal optimized its mobile and website customer journeys using Contentsquare

The company

MyDeal is a leading Australian online retail marketplace known for its high-quality home and lifestyle products. 

Since its founding in 2011, the company has grown into a significant player in the global retail market, boasting over 3.5 million sessions a month, 10,000 customers per day and 1 million active customers per year.

In 2022, with MyDeal rapidly expanding its online footprint, MyDeal’s Experience Design Lead Kelly Truong needed a better way to understand how customers interacted with their digital platforms—and to then leverage those insights to optimize the user journey. She turned to Contentsquare.

Key metrics

+2% increase in conversions on payment page

+336% revenue increase from homepage product carousels

The challenge

To meet their platform users’ needs and stay sharp in an increasingly competitive market, Kelly’s team needs to be able to answer questions like: 

• What non-interaction behaviors drive conversions? 

• Which web and mobile elements generate the most amount of sales? 

• What designs lead to increased user engagement?

Prior to implementing Contentsquare, the team wasn’t equipped to find answers to such questions. 

Instead, they relied on a mix of traditional analytics tools, industry assumptions, and gut feelings to guide decision-making. This opened up significant gaps in their understanding of customer behavior. 

What’s more, the team’s existing tools couldn’t collect data retroactively. This meant they had to know the goals and digital components they wanted to monitor in advance—and couldn’t collect data on unanticipated questions.

The team lacked a comprehensive Experience Intelligence platform to provide both qualitative and quantitative data about the customer journey.

And that’s where Contentsquare came in.

The solution

Kelly and her team successfully integrated Contentsquare into their tech stack and workflow to generate a holistic, 360-degree overview of their customer experience which could be easily accessed by MyDeal's teams. 

My favorite thing about Contentsquare is the ease of use which helps adoption across our different teams in the business. We’re able to empower our teams to work independently, enabling them to surface insights and take action themselves.

Kelly Truong

Experience Design Lead, MyDeal

Having this overview allowed Kelly's team to optimize and refine mobile and web customer journeys even further by: 

1. Capturing digital experience insights

MyDeal’s previous analytics tools tracked basic engagement metrics like click rate, revenue and bounce rate, but didn’t capture digital experience interactions such as hesitation time, attractiveness rate and frustration score. 

Kelly knew that tracking these interactions was crucial for understanding the deeper ‘why’ behind user behavior. Her team created centralized dashboards in Contentsquare to monitor key digital experience metrics across different pages and zones.   

As this table shows, Contentsquare enabled MyDeal to track a lot more of their users' behaviors.

Kelly’s team has also set up custom alerts to detect performance anomalies automatically. They use Heatmaps to capture every click, scroll, hover, and swipe, Journeys (journey analysis) to follow user journeys, and Session Replay to see exactly how people interacted with their site.

They now have a clear overview of how people used MyDeal’s digital platforms, including an expanded list of experience metrics that provide more detailed, nuanced insights. 

Contentsquare has unlocked a more flexible and efficient workflow. At a glance, Kelly can quickly see what’s working (and what needs improvement), helping her prioritize projects. 

Identifying specific user segments or journeys that require further optimization is easier, allowing the UX team to work more proactively. 

With Contentsquare’s tagless implementation, we went from very basic tracking of content and data to a much more extensive view of what data is available to us. For example, we’re now able to see the number of clicks and hover time—something that we didn't have exposure to before.

Kelly Truong

Experience Design Lead, MyDeal

2. Proactively identifying and resolving user frustrations 

While reviewing Heatmap data, Kelly’s team discovered new user friction points in the checkout process. 

The team noticed that customers were clicking up to 5 times more frequently on a credit card form field and twice as often on the ‘Confirm and Pay’ button than usual. 

They knew that these were likely to be rage clicks—repeated, rapid clicks on a page element that indicates significant frustration and a high risk of losing customers before conversion.

Frustration is a significant issue, especially at a time when (as revealed in Contentsquare’s 2024 Digital Experience Benchmark Report) the cost per site visit has increased by +9.4%, and conversion rates have dropped across multiple industries.

Kelly and her team needed to resolve the issues they had detected quickly to prevent substantial revenue loss.

To systematically analyze the pain point, the team combined Contentsquare’s customer insights with their in-house ‘WWWWA’ method to answer key questions:

• Who experiences it? 

• What is the purpose? 

• Where is it visible? 

• Why is it there? 

• Are there any dependencies? 

This structured approach helped them interpret user frustration from different perspectives and understand the broader impact before making a recommendation.

Kelly’s team shared their findings with MyDeal’s analysts and developers, who quickly implemented a solution. 

This proactive strategy increased conversion rates by +2% while also improving workflow efficiency, ensuring a smoother and more satisfying experience for future customers. 

We’re able to share all this customer behavior insight—the specific device details, the Session Replays, and the real-time data—with our developers who can then find out what’s wrong and make the right optimizations. This improves our team efficiency and means that together, we’re all building a better user experience.

Kelly Truong,

Experience Design Lead, MyDeal

3. Validating hypotheses with data

Understanding what website elements drove sales was a challenge at MyDeal. 

Kelly’s team used to rely on guesswork, which prevented the team from making informed recommendations to the marketing and merchandising departments.

Contentsquare improved this process by revealing that despite the MyDeal homepage being the fourth most visited page on mobile devices, users spent only 27 seconds on it and barely scrolled. 

Kelly’s team wanted to understand why.

Using Heatmaps, they compared four key homepage engagement metrics during the peak Christmas and Boxing Day sales season with those from the post-Christmas and Back to School season:

• Tap rate: the percentage of customers who tap on a zone

• Exposure rate: how many customers see a page element

• Attractiveness: how inclined customers are to click on a zone

• Revenue: the amount of revenue generated by customers who tap on a zone

They discovered that the ‘Categories’ carousel and ‘Product Recommenders’ at the bottom of the homepage had significantly higher engagement and attractiveness than the carousel at the top. 

Based on this insight, the team hypothesized that labeled carousels, which show more products and break up the content on mobile, encouraged deeper browsing.

Testing and implementing this hypothesis significantly improved engagement. As a result, the ‘Trending Categories’ homepage tripled its Return on Investment (ROI) and doubled the click rates on both page views and session levels. 

Before Contentsquare, we didn’t have the ability to correlate specific sales results to a specific component on the website, but now with Contentsquare we can attribute sales to a graphic or page, and debunk some of the assumptions that our team has about how our customers are interacting on our website. 

Kelly Truong,

Experience Design Lead, MyDeal

The results

By integrating Contentsquare into their daily workflows, Kelly’s team has already made some truly inspiring improvements.

• +2% increase in conversion rate 

• 3x ROI of the ‘Trending Categories’ homepage carousel

• Increased workflow efficiency and quicker resolution of user frustrations

• More informed, data-driven decision-making