6 examples of quantitative data successful businesses track

You’ve probably heard the famous management maxim, “what gets measured gets managed.” If you can put hard numbers on your business variables, it’s that much easier to tell if they’re performing as normal, driving success, or a cause for concern. 

Tracking quantitative data—metrics you can measure with numbers—is one of the cornerstones of any good business strategy. But to unlock the full power of your numbers, you’ll need to contextualize them.

This article shares six quantitative data examples from real companies, and how they analyzed these metrics to guide profitable decisions. We’ll also illustrate why quantitative data is best paired with a cool glass of qualitative insights.

1. Rakuten tracked conversion data to improve their checkout experience

• 💭 Who? Rakuten, an ecommerce business that lets customers earn cashback as they shop

• 📊 Quantitative data tracked: page views, conversion rate

• 🎓 Important learning: 11.3% of users viewed the shopping cart page

• 📈 End results: a checkout process redesign increased the cart page conversion rate by +10%.

If you run an ecommerce business, keeping tabs on your cart abandonment rate is essential. Examining data from Contentsquare’s Experience Analytics, the Rakuten team noticed that only 11.3% of users made it to the shopping cart page.

Contentsquare Journeys lets you quantify how many users started—but didn’t finish—the checkout process so you can find out where (and why) they don’t convert

This low number clearly indicated there was a problem with the checkout flow. Rakuten hypothesized that the process—which involved a single-page checkout—was simply too long and overwhelming for most customers.

But Rakuten didn’t just base this on a hunch alone: they discovered that across both new and returning customer segments, all non-buyers spent 15 seconds longer on the cart page than converting users.

In response, Rakuten decided to simplify their long, one-step checkout page and split the process into multiple steps, and the data speaks for itself: the conversion rate between initiating the checkout process and making it to the shipping step increased by +10%.

At Rakuten, we aim to offer a smooth and simple experience for our users. Contentsquare enabled our product and front-end design teams to detect that our shopping cart page was confusing visitors.

Raphael Bonstein, Former Head of Product & Experience at Rakuten

👉 Read the full case study

2. Hobbycraft assessed sales funnel data to increase revenue

• 💭 Who? Hobbycraft, the largest arts and crafts retailer in the UK

• 📊 Quantitative data tracked: conversion rate, click data, site visits, revenue

• 🎓 Important learning: created a dashboard to track search revenue and reveal how search behavior influenced other areas of their site

• 📈 End results: tracked search data and tailored product recommendation performance to increase revenue by +80%

No matter what industry you’re in, conversion rate—the percentage of visitors or leads who go on to do business with you—is one of the key numbers to track.

Jennifer North, Head of Digital Experience at Hobbycraft, uses Contentsquare to analyze and prioritize areas of their sales funnel, which came in handy during the launch of a new version of their search site. 

We can drill down so easily in Contentsquare to identify on which device and by which channels are giving us the growth we need and which ones are the areas we actually need to deprioritize. This has helped contribute to our ecommerce sales growing double digits year after year.

Jennifer North, Head of Digital Experience at Hobbycraft

Google Analytics was only taking her team so far in creating a seamless experience. So, to capture everyone who interacted with the new search function, Hobbycraft used Contentsquare’s Experience Analytics to create a segment of users who interacted with the search box itself, rather than those who viewed a search results page.

From there, they built a dashboard in Contentsquare to track key search metrics—like revenue generated, number of visits, and conversion rate—then they compared that data against total revenue, site visits, and conversion rates.

Using the insights gained from this dashboard, Hobbycraft was able to identify how other areas of their site were influenced by search behavior, and improvements made to a search-generated product recommendation carousel ultimately led to an +80% increase in revenue from that section.

👉 Read the full case study

💡Pro tip: Contentsquare Funnels helps you understand why and where users drop off from your conversion funnel. 

Log each step in your customer journey with Funnels. Over time, the tool collects both quantitative data (how many customers progress to each stage) and qualitative insights (such as screen recordings) to show you what those actions look like and where users get stuck. 

Contentsquare Funnel Analysis makes it easy to analyze and optimize the conversion funnel

You’ll have all the information you need to thoroughly analyze where you’re losing customers—and understand what needs to change if you want to keep them. 

3. HARTING tracked and optimized key pages to increase downloads 

• 💭 Who? HARTING Technology Group, a global supplier of connectivity solutions

• 📊 Quantitative data tracked: page views, click rate

• 🎓 Important learning: identified that product detail pages (PDPs) account for around 27% of the global website’s page views, with 33% of site visitors starting their journey via a PDP

• 📈 End results: identified and addressed pain points along the customer journey to optimize PDPs, leading to a +38% increase in the number of downloads

Even something as simple as tracking page views to identify key stops along your ecommerce journey can help you understand how to meet user needs better.

Our goal is to make it as easy and efficient as possible for our customers to achieve their goals across our digital channels. Contentsquare supports our customer-centricity initiative and helps us improve our customer's digital experience based on data.

Mike Knobel, Engineering Data & Processes Manager at HARTING The team at HARTING was able to identify that about 27% of their global website’s pageviews came from product detail pages (PDPs), with 33% of site visitors starting their buyer journeys via a product page.

With this knowledge in hand, HARTING used Contentsquare’s Journey Analysis and Heatmaps alongside Voice of Customer feedback to uncover pain points that led to negative user experiences and journey drop-offs.

Their analysis of quantitative and qualitative data revealed pain points like too many call-to-actions (CTAs), information overload, and difficulty with product search. 

To prevent dead-end journeys caused by these pain points, HARTING decided to completely redesign their PDPs using data-driven, customer-centric insights to inform their optimizations, like prioritizing product information and CTAs, as well as adding a ‘Matching Products’ browsing section.

The results? Downloads from PDPs increased by 38%, with +4% of all clicks coming from the new 'Matching Products' section.

HARTING’s redesigned PDP, featuring a featuring a sticky box with crucial product details, CTAs, and the new ‘Matching Products’ section

👉 Read the full case study

4. Blibli harnessed quantitative data and user behavior insights to generate more sales campaign revenue

• 💭 Who? Blibli, Indonesia’s largest ecommerce platform

• 📊 Quantitative data tracked: bounce rate, scroll data, exposure rate, click rate

• 🎓 Important learning: tracked quantitative engagement data from initial sales campaign to inform updates made to the following campaign

• 📈 End results: made data-driven decisions to optimize sales campaign and generated an additional $11.6K revenue in just 1 day

Data drives Blibli's approach to help users navigate a variety of products so they ultimately convert into paying customers. 

Blibli took the opportunity to analyze engagement data from a key sales campaign in order to optimize conversion rates. The team tracked quantitative metrics and came away with three main takeaways that led to revenue-driving optimizations:

1. High bounce rates on campaign landing pages among visitors from paid channels like Youtube and Facebook suggested these users weren’t finding what initially led them to Blibli—advertised brand deals. For the next campaign, the team moved the brand deals section above the fold to feature it more prominently, resulting in a -6% bounce rate reduction and a +226% increase in exposure.

2. Scroll data revealed that only 50% of users who landed on the page would see the sales ‘voucher’ section. So, the team placed the voucher section above the fold and changed the column layout, increasing the exposure rate by +53%.

3. Low click rates on the ‘Flash deal’ element displayed after the voucher section revealed further opportunity for improvement. To address the less than 1% click-through rate (CTR), the team replaced the element with a banner. This simple change led to a +60% click rate increase.

A side-by-side comparison of Contentsquare’s heatmap analysis showing exposure rates before and after Blibli’s sales campaign optimization 

Using Contentsquare to track key customer journey metrics like bounce and click rates, as well as user behavior data gained from tools like Heatmaps, Blibli was able to make small optimizations that yielded big results—a few simple design changes generated an additional $11.6K revenue in the course of 1 day. 

👉 Read the full case study

💡Pro tip: it’s useful for every online company to be aware of its bounce rate—the percentage of visitors who leave without taking action. After all, you can’t do business with someone who doesn’t stick around long enough to understand your offer. 

Keep tabs on your bounce rate via tools like Web Analytics to determine if any pages are unappealing to new visitors, then collect qualitative user behavior data using Contentsquare Surveys to find out why users are bouncing, and what’s needed to fix the problem.

5. Halfords tracked ad performance and NPS® data to drive conversions

• 💭 Who? Halfords, UK’s leading provider of motoring and cycling products and services

• 📊 Quantitative data tracked: conversion rate, click rate, Net Promoter Score (NPS) (a metric that measures customer loyalty and satisfaction)

• 🎓 Important learning: low attractiveness rating for a key sales ad correlated to low click through rates, while user session data revealed factors contributing to negative customer feedback

• 📈 End results: optimized ad attractiveness to increase conversion rate by +15% and tracked customer feedback data to increase NPS by 2.4 percentage points in 2 months

To maintain growth during peak sales seasons, Halfords turned to Contentsquare to make swift changes that enhanced both sales and customer experience outcomes, leveraging Experience Analytics to uncover more than 60 valuable insights.

One main insight gained from quantitative data included the implications of a low click rate recorded for a ‘Spend & Save’ ad at the focal point of their Black Friday deals page. With this knowledge, the team streamlined the ad’s message to attract more converting customers.

Halfords also relied on Contentsquare to improve their NPS by using Session Replay to watch exactly how site visitors behaved before answering their NPS survey, easily revealing opportunities to improve the customer experience.

By analyzing and acting on data-driven insights gained with Contentsquare’s Experience Analytics and Voice of Customer products, Halfords was able to increase their Black Friday Hub conversion rate by +15% and raised their NPS by 2.4% in 2 months.

👉 Read the full case study

6. Ocado Retail leveraged data analysis to increase traffic, user registrations, and delivery slot bookings

• 💭 Who?  Ocado Retail, a digital-first online grocery business

• 📊 Quantitative data tracked: clicks, scroll depth, landing page traffic, click-through rate (CTR), exit rate

• 🎓 Important learning: unclickable image frustrated users, causing some to give up instead of continuing down the conversion funnel, while an underperforming homepage led to low engagement

• 📈 End results: a landing page A/B test brought more traffic and a homepage redesign led to a +6% increase in both user registrations and delivery slot bookings from the homepage

Ocado Retail wanted to make the most of Contentsquare’s platform to paint a more vivid picture of their customers’ journeys and inform data-driven design decisions.

Heatmap analysis of Ocado’s Christmas promotional landing page uncovered that scroll depth was low and some users were trying to click or tap on an unclickable hero image, leading to frustration and exits from the page.

Ocado used Contentsquare’s heatmap analysis on their landing page to see desktop and mobile click rates

After running an A/B test and turning to Journey Analysis, Ocado’s team simplified the landing page design and added a promotional banner to earlier pages in the funnel to attract more traffic and increase the landing page click-through rate from 9.3% to 11%.

Contentsquare’s insights also revealed that Ocado’s homepage needed optimization. The team found that the main delivery slot booking CTA had low engagement, unclickable elements frustrated users, and the page suffered from a high exit rate.

Qualitative voice-of-customer data, paired with the quantitative data above, underscored these issues and pointed Ocado’s team towards a solution: a resulting, simplified homepage redesign prioritized a single CTA, increasing delivery slot bookings and new user registrations by over 6%.

👉 Read the full case study

Make the most of your quantitative data

If you want to use data to make better, more profitable decisions for your business, quantitative data is only half the story. 

To see the full picture, you’ll need to analyze numbers alongside complementary qualitative insight (non-numerical data).

Analyzing quantitative and qualitative data together is known as triangulating your data, and triangulating your data is easiest when using a platform that shows both types of data side-by-side. 

Contentsquare lets you cross-reference hard numbers with qualitative insights, empowering you with all the data you need to make great decisions that grow your customer base. 

Consider performing customer interviews, asking open-ended survey questions, and watching session recordings to give more meaning to your numbers (all available within the Contentsquare platform).

FAQs about quantitative data

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter ScoreSM and Net Promoter SystemSM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.