How Saint-Gobain increased its sign-up rate and reduced bounce rate with Contentsquare

The company

Saint-Gobain was founded over 360 years ago in France. Today, it's one of the world leaders in sustainable construction and renovation. The company structures its business around three pillars:

• Research & Development with dozens of laboratories worldwide

• Production through hundreds of factories located internationally

• Distribution driven in France by major retailers such as POINT.P and Cedeo, with a network of over 2,000 stores, and a digital channel that has become strategic

Nicolas Kusz, Head of Product at Saint-Gobain Distribution Bâtiment France, leads the optimization of digital customer journeys for a diverse audience including, large construction companies, tradespeople, and residential customers.

"Contentsquare allows us to streamline our teams time and improve our efficiency and performance."

Nicolas Kusz

Head of Product Distribution Bâtiment France

The challenge

Product team (product management, design, and analytics) needed to design a tailored user experience capable of meeting a wide range of needs:

• Large construction companies with sophisticated technical requirements and specific e-procurement workflows

• Tradespeople for whom Saint-Gobain’s websites and smartphone apps have become essential tools for their daily work

• Consumers accustomed to a more traditional ecommerce experience

Delivering consistent and effective user journeys for all user profiles was a challenge—whether for registration flows, product pages, access to negotiated prices, order and delivery tracking, or omnichannel navigation. To address this, Saint-Gobain needed a clear understanding of friction points in order to test quickly, validate hypotheses, and make informed decisions with measurable business impact.

The solution

To meet the needs of their diverse customer base, Saint-Gobain needed a tool that would help the team make confident product development decisions. So, the product team implemented Contentsquare. The goal was to highlight hidden friction points in user journeys with behavioral data.

1. Optimizing the sign-up funnel

By analyzing visitor behavior using Session Replay, the team identified a major pain point that was preventing users from creating online accounts.

They launched a targeted A/B test on the login page customizing it based on user entry points (e.g., “pro pricing” or “technical documentation” CTAs). After fixing this friction point, the online sign-up rate increased by 15%. Nicolas shared:

Thanks to Contentsquare, we identified a friction point that allowed us to increase the sign-up rate and online account creation by 15%.

Original version

A/B Test - Technical Document

2. Reducing the bounce rate on product pages

Product pages had a high bounce rate, particularly among users who couldn't find easily accessible pricing information (which was restricted to logged-in users on the site).

A cross-analysis combining qualitative and quantitative data (looking at heatmaps and exit behavior) led the team to create a pop-up prompting users to log in at the end of their browsing session. The team continued to closely observe user behavior on these critical pages and optimize the elements that were causing drop-offs. As a result, the bounce rate on product pages decreased by -6%, and the number of logged-in customers accessing wholesale prices increased by +40%.

The pop-up triggered when a user leaves the site

"When a user landed on a product page, thanks in particular to Session Replay and an A/B test we were able to conduct, we reduced the bounce rate on these key pages by -6%."

Nicolas Kusz

Head of Product

3. A strategic compass for product priorities

Beyond immediate KPIs, Contentsquare plays a strategic role in shaping the product roadmap. The platform helps the team sharpen its priorities, back its decisions with confidence, and focus efforts where they'll have the greatest impact.

"Contentsquare helps us focus on what our core audience really needs—and draw our own conclusions about the changes we need to make to our websites."

Nicolas Kusz

Head of Product

The results

The optimizations implemented using Contentsquare drove measurable results:

• +15% sign-up rate: the team identified and resolved a major friction point in the account creation process

• -6% bounce rate: adjustments to the product pages significantly improved user engagement

• A better understanding of customer needs, with a measurable double-digit ROI that was quick to achieve.

What's next

Saint-Gobain Distribution Bâtiment France continues to explore the full range of capabilities offered by Contentsquare to further optimize customer journeys and continuously improve the user experience. Behavioral analytics sits at the core of Saint-Gobain Distribution Bâtiment France's product strategy—driving continuous iteration, testing, and personalization of key user journeys to boost the performance of its B2B and B2C ecommerce sites, keep pace with multi-platform usage, and improve customer satisfaction.