The company
Space NK is a niche beauty brand with a strong reputation as a brick and mortar retailer. With stores across the U.K., U.S., and China, SpaceNK were looking to expand further through ecommerce. They turned to Contentsquare to help provide a hyper-personalized experience for their customers, while increasing retention and conversion.
The challenge
They used Contentsquare to answer 3 key questions that their traditional analytics tools couldn't:
How does content influence a visit?
How can we easily visualize how visitors flow through our site?
How do we go beyond understanding what visitors do, to understand the 'why'?
The solution
Using Contentsquare, the Space NK team discovered the add-to-bag rate for users who clicked on product reviews was 28.8%, compared to 12.6% for those who didn’t. Yet, on average, only 6.88% of product detail page (PDP) visitors were engaging with the reviews.
The team set out to increase interactions with the 'Review Stars' section on the PDP and improve the add-to-bag rate. The primary metric they used to measure success was the click rate on 'Review Stars' at top of the PDP.
Space NK hypothesized that getting more customers to read reviews would increase conversion and revenue.
Testing the 'Review Star' section
Space NK created a variation of the review section that experimented with the color and styling of the product review stars and call-to-action (CTA) around it.
Control left the stars black, showed the average rating and number of reviews, and allowed visitors to quickly write a review of the product
Variation 2 changed the color of the stars to yellow and updated the CTA copy to include the number of customer reviews, providing a clearer contextual CTA
Space NK's test, showing the control (above) and variation (below) of the 'Review Star' section
I’ve never come across a tool that does everything that Contentsquare does. In my previous jobs, you had to cobble together data and insights from lots of different places. It’s great to be able to go to Contentsquare and have it give you a full range of insights.
The results
The variation encouraged more visitors to click on the review stars and interact with customer reviews. This ultimately increased conversion by +30%.
