Delivering beautiful experiences for cosmetics customers

How Space NK increased conversion through checkout by 30%

Answering three key questions that traditional analytics couldn't

“When we approached Contentsquare we had three key questions that we were unable to answer, each satisfying a business case in of themselves; how can we easily visualise how visitors flow through our sites, how does content influence a visit, and how do we go beyond understanding what visitors do to understand why they behave the way they do?

Contentsquare’s technology answered all three and showed us further opportunities we hadn’t yet considered.”

INSIGHT

Add to bag rate for users who click on review stats is 28.8%, compared to 12.6% for those who don’t. Yet on average, only 6.88% of product page visitors are engaging with the review stars.

HYPOTHESIS

The goal was to increase interactions with Review Stars on PDP, and increase Add to Bag rate. The primary metric was: Clicks on review stars on top of PDP.

Space NK hypothesised that getting more customers to read reviews would increase conversion and revenue.

METHOD

Space NK tested two variations which emphasised the colour and styling of the stars and CTA around it. Variation two changed the colour of the stars to yellow and changed the CTA to number of customer reviews, providing a clearer contextual CTA.

RESULT

This variation saw more visitors clicking on review stars, increasing conversion by 30%.