How Optimum used Sense Analyst to automate analysis and drive a +7.8% conversion uplift

Key insights

The company

Optimum is one of the leading telecommunications providers in the United States, offering internet, TV, mobile and home phone services to millions of residential and business customers. Optimum operates a large-scale ecommerce presence where users can shop, subscribe, and manage their accounts entirely online.

Calvin Jose, Trigger and Site Optimization Manager at Optimum, leads the end-to-end experimentation and conversion optimization program in the company's digital ecommerce space. His team manages the A/B testing roadmap, drives personalization strategy, and uses behavioral analysis to improve the customer experience across all digital properties—from the homepage through checkout. 

The challenge

Before Contentsquare, Optimum used Adobe Analytics and Google Analytics. These tools provided strong weekly performance reports—pulling conversion rates, funnel metrics, and traffic data across the site. In addition to seeing what was happening, the team wanted to understand why it was happening. 

We were using Adobe Analytics and Google Analytics. We could see what was happening in terms of overall traffic and conversions on page, but we didn’t have much visibility into why—we had to manually tag every single thing on the site, specifically if it was a CTA or just a module itself.

Calvin Jose

Trigger & Site Optimization Manager

Their core pain points were:

• No behavioral context: the team needed to manually tag every element they wanted to track, making it slow and resource-intensive to understand where users were hesitating or getting frustrated

• A reactive analytics model: when a metric was flagged in the dashboard, the team had to manually diagnose the issue—sifting through raw data across multiple tools with no quick path to a root cause

• A single point of dependency: Calvin was the go-to person for all behavioral analytics requests across the organization, creating a bottleneck that slowed down the team's ability to act on insights

• Time-consuming analysis: a single stakeholder question could take two to three hours—pulling together different data types across devices before arriving at anything actionable

The solution

Contentsquare was first brought in as the behavioral intelligence layer on top of Optimum's existing stack. Session Replay and Heatmaps gave Calvin's team the ‘why’ their other tools couldn't provide—and over three years, Calvin became Optimum's internal Contentsquare expert.

But it was the introduction of Sense Analyst, Contentsquare's AI-powered analytics agent, that fundamentally changed how the team—and the broader organization—operated. 

Sense Analyst in the Contentsquare platform 

Where traditional capabilities required Calvin to manually build analyses and interpret findings before sharing them out, Sense Analyst simplified that entire process: anyone can now ask a question about user behavior in everyday language and get a data-backed answer in minutes. The bottleneck was removed. The team became faster, more proactive, and significantly more scalable.

“Sense Analyst has helped make analytics more accessible to the broader set of users, and I think that's probably the most exciting part. Within a minute or two, Sense Analyst gives me three or four actionable insights that I can dig deeper into.”

Calvin Jose

Trigger & Site Optimization Manager

How Contentsquare's Sense Analyst helped Optimum

1. Building a smarter, faster testing roadmap

Optimum runs A/B tests continuously across every key page, and with frequent site refreshes—sometimes monthly—the team constantly needs to evaluate whether new content and modules are performing before investing time and development resources into testing them further.

Sense Analyst has become the first step in that process. When Optimum launched a major campaign update, Calvin used Sense Analyst to immediately assess performance on the homepage: asking whether specific new modules were seeing meaningful engagement week after week, and whether they were worth prioritizing in the upcoming testing roadmap. 

"Instead of looking at anecdotal feedback or raw data to generate test hypotheses, I can always ask Sense Analyst to look at areas on the site—it helps us build a hypothesis before we invest any time adjusting, developing, and building on it."

Calvin Jose

Trigger & Site Optimization Manager

The same approach now also powers how the team layers behavioral insight on top of its Adobe Target integration. On a current homepage test comparing pricing visibility in a bento box module against no pricing, Sense Analyst helps the team understand not just which variant converts better, but how users are actually behaving with each—whether they're clicking into the buy flow immediately or exploring more before committing. That depth makes every test more informative, and every roadmap decision more confident.

2. Identifying and fixing critical checkout friction, fast

Recently, Calvin's team noticed a significant drop in users progressing from the ‘contact info’ step to ‘review order’ in the buy flow. GA4 and Adobe Analytics also flagged the dip but couldn't explain it.

"We saw that there was a big decrease in users progressing from 'contact info' to 'review order.' Our other analytics platforms couldn't tell us why. We just saw that big decrease."

Calvin Jose

Trigger & Site Optimization Manager

Calvin turned to Sense Analyst and asked, in plain language, what users were getting errors on or frustrated by on that page. 

Within minutes, several critical issues surfaced: the ‘continue’ button was accessible to users who hadn't completed required fields, causing downstream errors that broke the checkout experience. 

Users were seeing an orange ‘continue’ button to go to the next step of the page when there were still fields to complete

Sense Analyst also flagged frustration signals around the birthday input field—where missing validation rules meant users could enter a birth year from the 1700s and the system would accept it, pointing to a gap that was silently corrupting data and disrupting the flow for users who were reluctant to share personal information before they were ready to buy.

Optimum’s page after they updated it

All of this was identified within a single working session—something that would previously have required hours of manual investigation across session replays, frustration scoring, and zoning data. The team actioned fixes: tightening the continue button logic, improving birthday validation rules, and resolving friction on high-error checkboxes. 

The result was a +7.8% increase in shopper-to-order conversion rate at that step of the purchase funnel.

Sense Analyst not only flagged issues, but also provided Calvin’s team with recommendations on how to fix the issue

3. Democratizing behavioral insights across the organization

With Sense Analyst, stakeholders across product, design, UX, and data teams can ask behavioral questions in plain language and get data-backed answers without needing to know how to build an analysis from scratch.

For example, UX and UI designers use Sense Analyst to compare engagement with specific components across design iterations—asking questions like, "Are there differences in click behavior between this week's navigation bar and last week's?"—and acting on the answers independently. 

Calvin's manager, Sarah Kaplan, Optimum’s Director of Ecommerce, reviews the Sense Analyst Newsroom dashboard to monitor week-over-week performance holistically, flagging anything that needs deeper investigation rather than waiting for a manual report.

"Contentsquare insights have always been centralized with me, but now that stakeholders have access to Contentsquare, the conversational and easy interface just lowers that barrier so significantly. They can just ask anything in plain language and get any answer."

Calvin Jose

Trigger & Site Optimization Manager

Onboarding has accelerated, too. Calvin adds five to six new Contentsquare users each month, and Sense Analyst now serves as the natural entry point—giving anyone who logs in a self-serve starting point from day one, without needing a deep technical briefing before they can extract value.

The results

Sense Analyst has shifted Optimum's optimization function from reactive to proactive—and from centralized to org-wide. Calvin's workflow no longer starts with a stakeholder question or a flagged metric. It starts with Sense Analyst surfacing emerging patterns before they become problems, identifying friction across pages the team hasn't recently focused on, and generating hypotheses that feed directly into the testing roadmap.

The measurable impact includes:

• A +7.8% increase in shopper-to-order conversion rate, following targeted friction fixes surfaced by Sense Analyst in a single session

• Analysis time cut from 2–3 hours to minutes per insight, with that time reinvested into strategy, test ideation, and stakeholder communication

• 30–40 active users across digital, product, data, and UX teams—with Sense Analyst enabling self-serve analytics at scale and reducing onboarding friction for new users

"Before Sense Analyst, my workflow was very reactive—a stakeholder would ask a question or a metric would flag in our dashboards, and I'd have to diagnose the issue. With Sense Analyst, it's much more proactive. I can look at areas of the site we haven't focused on recently, and it can let me know quickly if something I spot on one page is also showing up on another."

Calvin Jose

Trigger & Site Optimization Manager

What's next

With personalization as a major focus, Optimum plans to use Sense Analyst to power audience-level strategies across its Adobe stack—surfacing behavioral signals that will inform upsell targeting for existing customers, retargeting for cart abandoners, and experience personalization based on how different segments behave on site.

Calvin's broader ambition goes beyond the optimization function: to make Contentsquare and Sense Analyst a foundational part of how the entire organization thinks about customer experience—not a tool that lives with one team, but a shared intelligence layer embedded across every function that touches the digital product.

"I want Contentsquare and Sense Analyst to be embedded in how the whole organization thinks about customer experience—and not just as an optimization function."

Calvin Jose

Trigger & Site Optimization Manager