L’Occitane noticed a large discrepancy in checkout page conversion between markets. For instance, the drop-out was much higher in Russia and China. They needed to quickly understand how users behaved dierently in each of its key markets.
ContentSquare used its advanced UX analytics platform to identify checkout struggle points specific to each market. In Russia, which had the lowest conversion rate, behavioural metrics surfaced several key insights. Russian users hesitated 13 seconds longer on the Delivery page than the international average. This was time spent finding the dicult-to-locate Address Modification button, a function Russians use more than any other country. Russian users engage more with the assurance elements than peers, with the call center contact being clicked 2.52 times more frequently. Despite this, the assurance bar containing important shipping and contact information was placed low on the page with only 30% users scrolling far enough to view it.
It took users over a minute
to find the address change function.
Only 30% of viewers viewed the assurance bar
and 2% clicked on it.
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