How Nespresso uses Contentsquare for deeper customer understanding and smarter decisions

Key metrics

The company

Nespresso is a premium coffee brand owned by Nestlé. Known for its high-quality espresso machines and coffee capsules, the company aims to deliver barista-style espresso and coffee at home or in the office.

Nespresso has an omnichannel business strategy that expands from its digital sites to 802 boutiques across 81 countries worldwide. The company has trade partnerships with global retailers including Amazon, Costco, Target, and Walmart, and serves a B2B marketplace for businesses, delivering products through direct sales and distribution partners.

The challenge

David Morrison, Senior Web Analyst at Nespresso, supports the digital optimization team, helping them access deeper insights into customer behavior.

David says the company was using Google Analytics for their digital optimization efforts, but the platform was “surface level,” focused only on event-based tracking, without any visual tools to get a deeper understanding of user behavior.

Nespresso faced a number of challenges, including:

• Menu navigation confusion: users were struggling to navigate the site from the homepage

• Unclear friction points: customers were bouncing between pages, unable to find what they wanted quickly

• Limited visibility into on-page behavior: teams couldn’t get metrics on individual modules at page level

That’s why Nespresso turned to Contentsquare—to better understand customer friction and get deeper user behavior insights, fast.

“Google Analytics was providing a ‘flat’ look at site performance, whereas Contentsquare brings it to life in 3D,” David says.

The solution

To overcome these challenges, Nespresso turned to Contentsquare for a deeper understanding of how users were navigating and interacting with the site.

Improved site navigation and customer journey flows

The first issue David and the digital optimization team wanted to tackle was site navigation. 

Using Zone-based heatmaps, David was able to see user interactions in the homepage menu bar, such as number of clicks, click rates, and purchase rates for each menu item.

“We leveraged the analysis that we gleaned from the zoning analysis and took a long look at optimizing the main menu that appears on all pages,” David says. 

The team decided to streamline the menu to improve navigation. Specifically, they combined menu options to help reduce cognitive load.

“We were able to look at both the desktop engagement and mobile engagement and then stakeholders were able to make optimizations based on that data,” says David.

In the end, David’s team was able to discern a “vast improvement” in the menu’s usability. 

“We could see some key KPIs ticking up, like revenue, engagement, and click counts,” David says.

For me, as an analyst, the most powerful area of Contentsquare is the Zoning analysis. There are various metrics that can be presented on either desktop or mobile or app that are super valuable to us, from looking at user engagement on a click or swipe level to dwell, to scroll, and then most powerfully, to purchase.

David Morrison

Senior Web Analyst

Tailored homepage messaging to better suit customer needs

The team also used Contentsquare to conduct a deep dive into their homepage performance.

Journey Analysis revealed a significant portion of visitors weren’t progressing to the accessories product listing page (PLP) or product detail pages (PDPs)—both essential stages in Nespresso’s conversion journeys.

Exposure rate and time-before-first-click metrics in Heatmaps showed the highest engagement modules on the homepage. 

With this knowledge, the team tailored product recommendations on the homepage and tailored messaging across the user journey to better suit their customers’ needs.

Contentsquare has driven efficiencies for all of the departments that lean on the tool to make data-driven decisions and improvements for the user experience and the general shopping experience for our customer base.

David Morrison

Senior Web Analyst

The results

With Contentsquare, David says Nespresso has seen

• 602% ROI over 3 years from Contentsquare implementation

• $6.6M in recovered and additional income

• 20–30% increase in completion rates of customer journeys (customers reaching their desired end goal)

• 2,914 hours saved in internal productivity gains

• Double-digit growth in capsule and machine sales year-over-year  

The investment in Contentsquare is a required expense, we have to have it. Any company that has a website, whether it’s ecommerce or not, where you’re engaging with the public, should absolutely be leveraging the power and data insights that Contentsquare offers.

David Morrison

Senior Web Analyst

What’s next

David says he’s currently investigating their customer effort score (CES)—the amount of effort it takes a customer to perform an action—on their promotional cards that sit in a carousel below-the-fold on the homepage.

“Through Zoning analysis, we’re getting a really good look at the various elements that build up these promo cards on the carousel,” David says.