The company
New Look is a leading fashion retailer operating in the U.K. and Ireland, with a targeted online presence.
New Look offers products and a shopping experience based on excitement, value, and newness. The New Look brand is distinct and trusted in the U.K., catering to a broad customer audience. It ranked No. 2 for overall Womenswear market share in the 18 – 44 age range.
The challenge
Faith Dallas, former Test & Target Specialist at New Look, was looking to experiment with user-generated content (UGC).
She knew UGC got high engagement on other areas of the site, so she wanted to understand the impact of adding it to product pages, too.
The solution
Her team at New Look decided to run an A/B test. In the test, they exposed users to UCG on both the product listing page (PLP) and the product detail page (PDP), replacing the first image in the carousel with UGC in both instances.
Thanks to Contentsquare's Heatmaps capability, the team could access behavioral insights like click rate and conversion rate of specific elements on-site. This meant they could see the real-time impact their optimizations were having on their online customer behavior.
An example of New Look's user-generated content
Contentsquare's Heatmaps showed the click rate of pages containing UGC
The results
Pages with UGC saw a marked improvement in performance. Contentsquare's insights showed that:
The number of users reaching a PDP increased by +23%, indicating the new images were driving users to click through to product pages
Overall product conversion increased by +19%, proving the images were helping users to purchase
Topline incremental uplift on revenue was +5.5% over a week.
What's more, the team estimated the potential revenue uplift of using UGC imagery on more products throughout the site could be as high as 98%.
Contentsquare helped us look at the results in a much more visual way and also understand the customer journey as a whole.