The company
New Look is a leading fashion retailer operating in the value segment of the clothing and footwear market in the UK and Republic of 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 UK, catering to a broad customer audience. New Look ranked No. 2 for overall Womenswear market share in the 18 to 44 age range.
The challenge
Faith Dallas, 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.
Learn how New Look uses Contentsquare to optimize their product pages
The solution
The 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, the team had access to behavioral insights (such as click rate and conversion rate of specific elements on-site). This meant that 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
Heatmaps highlighted the improved click rate of pages containing UGC
The results
Pages with UGC saw a marked improvement in performance. Contentsquare 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, too.
Topline incremental uplift on revenue was +5.5% over a week.
What's more, Faith estimated the potential revenue uplift when using UGC imagery on more products throughout the site was 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.