L’Occitane see more than 60% of the traffic coming from mobile devices, so not only do they have to adopt a mobile-first approach but they have to balance providing an aesthetically pleasing and highly visual brand experience versus providing quicker access to products.
L’Occitane’s content team identified that there was a particularly low rate of visitors to the product pages on their mobile homepage but didn’t understand why this was the case.
Contentsquare’s ‘zoning’ analysis helped their team understand how their page content was consumed. The ‘zoning’ module auto-tags every clickable content element on the page and utilising a new breed of UX metrics, the performance of each element is easily determined.
L’Occitane utilised the metric ‘click distribution’ to see for each ‘block’ of content. This metric allows you to determine zones which receive the highest and lowest shares of clicks on the page. They combined this with assessing the ‘scroll-depth’ to how on average what percentage of the mobile page was viewed.
L’Occitane team found that their home page was too long on mobile and a specific block of content near the bottom of the page that drove a lot of revenue was poorly exposed. They also identified the menu had too many items and was confusing users on mobile devices.
Brand oriented content had visitors scrolling but not engaging – except with product recommendations.
1. Reordered menu and made easier to read
2. Pushed products right from to of page
L’Occitane decided to push the higher performing products up the homepage to increase the likelihood of visibility. They also reorganised the items in the burger menu to optimise browsing.
This led to an 18% increase in product views and resulted in a 25% increase in mobile sales for visitors landing on the homepage.
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