The company
RingCentral is a leading provider of trusted AI communications, contact center, revenue intelligence, video and hybrid event solutions. RingCentral empowers businesses with conversation intelligence and unlocks rich customer and employee interactions to provide insights and improved business outcomes.
The challenge
The Ring Central website consistently has a high level of traffic, but visitors didn't always convert, and potential customers were dropping off. The company needed a holistic view of its customer behavior—based on quantitative and qualitative data — that would provide actionable insights into how customer behavior.
To provide the best possible experience, RingCentral wanted to understand how users were interacting on its website. It had to ensure elements of the website were aligned with customer behavior to drive interaction and engagement.
Ringcentral.com homepage (image source: ringcentral.com)
Contentsquare is such a critical piece for any marketeer's analytics suite, because blending the qualitative and quantitative is really important, as 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 already been conducting A/B tests on their site. But without the sort of robust, experience-related metrics provided in the Contentsquare platform, they were unable 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 visitors probability to convert.
Journey Analysis in Contentsquare allows companies to see users progress through your 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 result
Since deploying Contentsquare, the RingCentral team has identified several areas that were ready for testing and improvement.
One such test to the 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 embarking on any alterations, running tests or implementing new features.