The company
GoPro is a lifestyle phenomenon that has democratized video storytelling and transformed the way we film and watch life and sports events. The action camera brand has invested heavily in direct-to-consumer sales and in its community of active and loyal GoPro fans.
The brand uses the Contentsquare Digital Experience Intelligence platform on a daily basis as its “source of truth” for understanding customer behavior and delivering inspirational experiences to its community of content-hungry fans.
Key metrics
**+80% increase conversions****Unique brand experience****Growth in direct-to-consumer sales**
The challenge
The team at GoPro wanted to increase direct-to-consumer sales, which afford the brand the best margins and more control over the total customer experience.
At the same time, because some GoPro.com visitors will choose to complete their purchase through a GoPro ecosystem partner, the company needs to engage and influence all site visitors to prefer GoPro cameras regardless of where they choose to shop.
The GoPro.com challenge embodies a formidable dual goal: to facilitate conversions on the home site, but also to educate and inspire visitors about the brand and products, and to take them as far down the decision journey as possible even if they choose to convert elsewhere.
As a lifestyle brand built on video storytelling and beloved by experience-seekers, the digital team knew that the product and content were inseparable, and so a successful site for GoPro would not follow a traditional eCommerce design.
In practical terms, this meant going up against accepted eCommerce UX standards of a streamlined interface, opting instead to wow visitors with rich, visual, interactive content. At the same time, navigation had to remain as friction-free as possible to encourage direct sales.
The solution
With the Hero7 camera driving the lion’s share of revenue for the brand, the GoPro digital team decided to tackle this heavily trafficked page first and redesign it to showcase the brand’s bold new creative vision. Since the team was navigating uncharted waters with this content-heavy approach, they needed to understand how the content was impacting visitor engagement and conversion.
The team used our Customer Journey Analysis capability to understand how the product detail page (PDP) fit into the larger visitor journey. They then drilled down into in-page behavior in Zone-Based Heatmaps, analyzing engagement, attractiveness rate and click rate, among other things, to see which elements triggered interactions and which caused visitors to exit.
Based on this approach, the digital team was able to answer the question of how much content to push and how far to go with the redesign—in the end, opting for a ‘more is more’ approach in line with the expectations of an audience hungry for inspirational content.
"Contentsquare has made our lives so much easier — not only can we see how each element of content performs, it also shows us how visitors journey through the site, giving us all the information we need to make decisions confidently. The visualization makes the data easy to consume, and today the team uses Contentsquare as part of its daily decision-making process and whenever we are thinking about UX design."
Eumir Nicasio
Head of Product, Digital & eCommerce,GoPro
The result
Being able to underpin creative decisions with customer behavior insights gave the digital team the confidence it needed to go bold and make the experience more customer-centric.
After launching the newly designed page, the team noticed an +80% increase in conversions from the PDP
The success of the Hero7 PDP was only the first step, and the digital and ecommerce team at GoPro continues to integrate our platform into all its design processes and experience strategy.
From site evolution to merchandising strategy, the insights that our platform provides have empowered the team to hone in tightly on small and large challenges and confidently make decisions about solutions.
“GoPro.com is stronger, smarter, and more prepared to take on massive digital transformation through Contentsquare and Salesforce. Our Conversion rate has never been this strong, thanks to the actionable insights from Contentsquare and the flexibility Salesforce Commerce Cloud affords us. Contentsquare has armed GoPro with the fuel to propel our velocity and Salesforce Commerce Cloud is our launching pad.”
Kathy Ando,
Former Senior Director of eCommerceGoPro
