25% Increase in Mobile Conversion Rate

L’Occitane en Provence is an international retailer of body, face, fragrance and home products. It has more than 50 websites in 30 countries with over $1 billion in revenue in 2015.

The Challenge

L’Occitane noticed a large discrepancy in checkout page conversion between markets. For instance, dropout was much higher in Russia and China. The company needed to quickly understand how users behaved differently in each of its key markets to optimize the checkout UX and boost ROI.


L’Occitane used ContentSquare Saas to conduct a step-by-step analysis of the checkout process and identify checkout struggle points specific to each market.

In Russia, which had the lowest conversion rate, behavioural metrics surfaced several key insights. For instance, users hesitated 13 seconds longer on the delivery page than the international average. This was time spent finding the difficult-to-locate address modification button, a function Russians use more than any other country.

The Outcome

By understanding the behavior of their international users and making targeted, data-driven UX improvements, L’Occitane achieved an overall 15% lift in sales on mobile devices.

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