Škoda boosts ecommerce conversions with Contentsquare

Key metrics

The company

Founded in 1895, Škoda is one of the world's oldest car makers and is part of the Volkswagen Group. For 130 years, Škoda has been continuously developing and reinventing itself with a strong customer focus. 

By offering the best of both worlds—combustion and electric drives—the Czech automaker is meeting global customer demand. 

Now, Škoda is accelerating its efforts to further increase the electrification of its fleet and to make e-mobility accessible and attractive to even more customers.

The challenge

“Nobody buys a car every day,” says Katie Gibson, Conversion Rate Optimization (CRO) Manager at Škoda UK. “It’s a big purchase, and we really need to make sure customers are comfortable with that purchase. Our website is instrumental to making that happen.”

In recent years, Škoda UK’s website experience has been rapidly evolving as the brand strives to meet rising customer expectations. Katie’s team supports this goal by analyzing the performance of Škoda UK’s website pages, experimenting with A/B tested optimizations to drive conversions, and sharing data regularly with senior management.

Before implementing Contentsquare, teams at Škoda UK had limited insight into their end-to-end digital customer experience and often relied on intuition rather than data-based evidence to guide their website optimization efforts.

This meant

• Digital and content teams were spending time inefficiently

• These teams couldn’t easily share insights into the customer experience with senior management

• User feedback couldn’t be connected to specific behavior, making it hard to resolve issues raised

• The website experience couldn’t be improved in line with customers’ actual behavior and needs, potentially hurting conversion rates, customer relationships, and brand loyalty

In need of a consolidated platform for digital experience insights, Škoda UK turned to Contentsquare.

The solution

Contentsquare’s experience intelligence platform has made it possible for teams at Škoda UK to analyze the end-to-end website user journey in granular detail.

They can see what needs to be optimized, understand the impact of optimization efforts on user behavior, share their insights with other teams and senior management, and ultimately drive better outcomes and stronger customer relationships.

Contentsquare is the center of all our analysis. We use it for all aspects of our optimizations, whether that’s working out where there’s frustration on the website, or where we need to do some testing, and also when it comes to showing our senior managers exactly what’s going on with our website and where we can make improvements.

Katie Gibson

CRO Manager

The team at Škoda UK has used Contentsquare to make numerous improvements to the brand’s website experience. A recent example is the optimization of a key journey for driving conversions.

Optimizing landing pages to drive conversions down the line

One of the biggest changes Škoda UK has made to its website in recent years is implementing a stock locator page. This page enables users to enter their location and find out real-time stock available near them. 

“With the stock locator, we’re giving users a lot more freedom to do their own research and actually get everything they want to know before going to a retailer,” explains Kate. “They can then enquire about a car or actually reserve it online.”

“The introduction of this page has completely changed how we look at our online journey,” Katie continues. “We really want our customers to be as informed about our models as possible before they get to the stock locator.”

A significant portion of visits to the stock locator are driven via Škoda UK’s model landing pages. These pages are the first point for customers to learn about models, and indeed the main landing pages for the entire Škoda UK website.

The goal: simplify and drive click-throughs and conversions

Katie’s team wanted to ensure these pages were driving traffic to the stock locator as effectively as possible—and that entailed stripping them back to the essentials.

“The key challenge here was making sure we were serving the right, relevant information to the customer when they wanted to know it,” says Katie. “As you can imagine, our model landing pages can get very long. There’s a lot of detail that you can add, and there’s the potential to overload—and frustrate—the customer with irrelevant information.”

Katie’s team used Contentsquare to understand how customers were engaging with the site’s model landing pages, so they could drive more users to the stock locator page—better informed, prepared, and ready to make enquiries (or even a purchase).

Optimizing with Contentsquare

To reach this understanding, Kate’s team used numerous Contentsquare capabilities.

• Heatmaps: using zone-based heatmapping, Katie’s team could see how users were interacting with modules on the landing pages. By measuring each module’s attractiveness rate and exposure rate, they could understand which modules were being seen and engaged with by users. 

• Session Replay: Katie’s team watched relevant replays of user sessions back to understand why customers were (or weren’t) engaging with certain page modules. Were they missing the module, or seeing it and skimming over it? 

• Voice of Customer (VoC): VoC data enabled the team to collect and analyze customer feedback and tie it directly to behavior. When a confusing piece of feedback came in, for example, the team used Session Replay to investigate the behavior that triggered it.

All of these capabilities work in concert. For Katie, Contentsquare’s power lies not so much in any particular capability as in the way it contains a wide range of complementary analytics capabilities within a single, convenient platform.

Contentsquare is great for us because it puts everything you need for behavioral analysis within one handy tool. We’re able to do our analysis all in one place, whether that’s looking at heatmap analysis, jumping into a session replay, getting customer feedback through Voice of Customer, or investigating technical issues with the platform’s Experience Monitoring product. This is really powerful for us when it comes to sending Contentsquare out to the wider business. It’s a big plus for us to be able to tell them they don’t need to log in details for multiple tools, it’s all in this one platform.

Katie Gibson

Conversion Rate Optimization Manager

The results

Using Contentsquare’s all-in-one platform, Katie’s team has been able to optimize the digital customer experience on the model landing pages, creating higher levels of engagement and attractiveness on page modules.

Critically, these improvements to the journeys leading into the stock locator page have driven conversions on that page up by an impressive +44.5% YoY.

“The increased conversions on the stock locator page are massive for us,” says Katie. “It shows that we’re really succeeding at optimizing our user journeys with Contentsquare. We’re driving users to that page, and they’re arriving on it feeling more informed and ready to convert.”Beyond the scope of this specific project, Contentsquare is playing a crucial—and increasingly prominent—role within the business, helping digital and content teams draw on fast, actionable insights into the digital experience. 

Contentsquare has helped Škoda UK’s teams

• Save time and work more efficiently: teams can now focus their efforts and spend more time on the things that really matter to Škoda customers

• Secure leadership buy-in: teams rely on Contentsquare insights to prove the value and success of projects to senior management. The CRO team ensures every presentation or suggestion to the business is backed up with Contentsquare data.

Offer customers an improved digital customer experience, reflected in improved attractiveness, engagement, and conversion rates

“Contentsquare has saved us so much time by giving us the data we need to make decisions. Before Contentsquare, it was easy for us to say ‘let's just make those changes’, or go along with it when somebody from another part of the business might say ‘we think you should do this’. Contentsquare has allowed us to look into behavioral data from our website and understand if it's worth the time to spend on improving a particular page or page element.”

Katie Gibson

Conversion Rate Optimization Manager

What’s next

Škoda has an exciting future ahead of it as it moves further into a new market: electric vehicles. Contentsquare insights are supporting that evolution by helping the brand deliver seamless, engaging digital journeys that smooth the path to purchase for new and returning customers.

Plus, Contentsquare’s platform is also evolving. Sense, Contentsquare’s AI, will help the Škoda team unlock insights into their digital journeys with even greater speed and ease. 

In fact, Contentsquare’s AI-powered capabilities are already saving Katie’s team time. For example, the team is using Session Replay Summaries, which provides them with summarized breakdowns of replays (both individually and in aggregate), helping them to focus on and fix issues faster than ever.

“We 100% believe Contentsquare was worth the investment for us. With Contentsquare, we have a better way to visualize our data and combine multiple data views to get a clearer picture of our users’ needs. As a business, we’re now able to focus and spend a lot more time on the areas of the website that are really going to improve our website experience and help drive customer satisfaction.”

Katie Gibson

Conversion Rate Optimization Manager