Increasing conversion by understanding users
Contentsquare used its advanced UX analytics platform to identify checkout struggle points specific to each market.
In Russia, which had the lowest conversion rate, behavioral 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 difficult-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.