The company
RingCentral is a leading provider of trusted AI communications. The company empowers businesses with conversation intelligence and unlocks rich customer and employee interactions to provide insights and improved business outcomes.
The challenge
RingCentral's website consistently had a high level of traffic, but visitors didn't always convert, and potential customers were dropping off. The company needed a holistic view of customer behavior—based on quantitative and qualitative data — that would provide actionable insights.
To provide the best possible experience, RingCentral wanted to understand how users were interacting on its website. The company wanted to ensure elements on the website were aligned with customer behavior to help drive interaction and engagement.
Ringcentral.com homepage
Contentsquare is such a critical piece for any marketeer's analytics suite, because blending the qualitative and quantitative is really important. Web marketing is both an art and a science. It helps us to get a 360-degree view of the customer experience and I think it’s a tool that everybody should be using.
The solution
Before using Contentsquare, the team at RingCentral had been conducting A/B tests on their site. But without the sort of robust, experience-related metrics provided by Contentsquare's Experience Analytics product, they weren't able to fully understand customer needs or recognize where the website was failing.
Contentsquare insights enabled RingCentral to gain a deeper understanding of the entire customer experience—uncovering which areas needed to be removed or redesigned, what customers were clicking on and searching for, and what aspects were reducing a visitor's probability to convert.
Contentsquare's Journey Analysis capability allows companies to see how users progress through their site, page by page, from entry to exit.
By analyzing our website visits with Contentsquare, we were able to identify parts of the website that had the potential to be high-converting areas. This helped us fix any issues visitors were experiencing, bridge gaps in the system, and redesign areas where potential customers were stumbling.
The results
Since deploying Contentsquare, the RingCentral team identified several areas across their site ready for testing and improvement. One such test on their main lead capture form resulted in an immediate +25% increase in conversion rate.
As a result, Contentsquare has become strategically important to RingCentral and is now helping drive key business decisions. The team consults the data before making on any changes, running tests, or implementing new features.
