How the Contentsquare-Drumline Digital partnership improves customer experience and lifetime value

What does Drumline Digital do?

Drumline Digital is an Australian consultancy that helps brands grow and retain customers through behavioral analytics and experimentation.

Drumline Digital offers UX research, behavioral analytics, experimentation, and conversion rate optimization (CRO) strategy development to some of the world's most popular companies, such as New Balance, BMW, and P&O Cruises. They're also Australia and New Zealand's (ANZ) most specialized and certified Contentsquare solution partner.

Through the Contentsquare-Drumline Digital partnership, the CRO agency helps their clients better understand how their customers behave on their most important pages (Ex: the checkout page) and spot potential pain points or conversion opportunities in their client's customer journeys.

Drumline Digital's customer insight and experimentation specialists also run tests to determine what works and what doesn't. With these insights, they optimize their client's digital touchpoints, creating great experiences that delight users and turn them into loyal customers.

Key benefits of the Contentsquare-Drumline Digital partnership

Drumline Digital uses Contentsquare to capture in-depth customer behavioral and performance data across their clients' digital channels to better understand what makes people engage with or leave their clients' sites and mobile apps.

Contentsquare's partnership with Optimizely, a digital experience optimization tool provider, also makes it easy for Drumline Digital to run experiments to identify what changes would offer real value to customers, to review how customer journeys were influenced as a result of the changes, and to prioritize improvements that drive their clients' business forward.

Using these insights, Drumline Digital collaborates with their in-house team to build and execute a holistic CRO strategy, boosting conversion and retention rates.

Getting teams to actively use and embrace Contentsquare for their day-to-day functions is critical for product longevity. They can gather and use customer behavior data to make inferences on how businesses can work better, meet client needs, and create a delightful experience for them.

Evan Rollins

CEO and Co-founder

3 ways Drumline Digital uses our platform to gather valuable customer behavioral data for its clients

1. Find critical moments in the customer journey

Pinpoint specific moments when customers are most engaged or when they drop off, to understand what delights or frustrates them and optimize for a smoother journey.

2. Personalize the customer experience throughout their journey

Identify the content customers engage with most, their navigation patterns, and their response to different elements on a page. Then, create personalized experiences for each customer based on their behavior and preferences.

3. Boost conversions and customer lifetime value

See what changes lead to better outcomes by running experiments, ensuring the website and app are always aligned with customer needs and preferences. Those with a positive experience are more likely to return and become loyal customers.

Use Cases

Here are 4 ways Drumline Digital uses Contentsquare to get the metrics their clients need to improve conversion rates and increase customer lifetime value.

1. Journey analysis

Journey Analysis is the process of outlining and understanding the various stages and touchpoints customers go through when interacting with a brand. This includes everything from initial awareness to post-purchase.

The goal of this process is to

• Understand customer behavior at each stage of their journey

• Identify points of friction--obstacles that keep customers from converting

• Identify points of fuel--what makes it easy for them to progress in their journey

• Make changes to improve customer experience throughout their journey

Since user preferences and behaviors are constantly evolving, it's a struggle to keep up with these changes, especially when it comes to manually analyzing the customer journey. The insights are often outdated before they can be acted on.

That's why Drumline Digital relies on Contentsquare's Journey Analysis capability for a holistic view of the customer journey to make data-driven decisions on where to optimize or rethink the entire digital experience.

Journey Analysis is the best journey explorer tool in the market—bar none. The tool makes it easy to analyze journeys at-a-glance, segment user groups, and explore in great detail how customers are using websites.

Evan Rollins

CEO and Co-founder

With Contentsquare’s Journey Analysis, you can uncover where unexpected drop-offs occur

For example, during the COVID-19 period, New Balance's ANZ market noticed a consistent drop in its conversion rate, losing -19% of their potential monthly revenue as a result. They engaged Drumline Digital to help identify the problem and develop a structured CRO program.

The Drumline Digital team validated the problem with actual customer behavior data using Google Analytics and Contentsquare's Journey Analysis and Heatmaps capabilities to better understand how customers behaved on their Product Detail Pages (PDP), cart pages, and checkout page.

Contentsquare's Journey Analysis gave Drumline Digital the full picture of New Balance ANZ customers' journeys on-site, including which pages they visited while trying to achieve their goal, and in which order.

Drumline Digital calls this process "identifying points of friction (what's making things hard for your customers) and fuel (what's making it easy for them to go with you)."

The agency also used Contentsquare's Heatmaps capability to reveal how New Balance customers interacted with each element on the ANZ website, helping them to see what made New Balance's customers click, which elements and content drew their attention the most, and what content made them leave without taking action.

By combining data from Google Analytics and Contentsquare, Drumline Digital built a model that analyzed New Balance's ANZ acquisition funnel, comparing traffic from all marketing sources and the interactions they had before they purchased (or not).

Through this analysis, the team identified a pain point in the checkout process: users were becoming frustrated when their promo codes didn't work. This frustration led to cart abandonment, negatively affecting conversion rates.

To address this issue, the team added a pop-up at checkout to explain why a promo code might not work, for example, due to exclusions or errors. By providing this information upfront, more users successfully completed their purchases, leading to a +6.8% increase in the conversion rate.

2. User experience analysis

User Experience Analysis (or UX Analysis) involves evaluating how users interact with a product or service to understand their needs, behaviors, and pain points. The goal is to improve the overall user experience, making it more intuitive, user-friendly, and satisfying to customers.

Drumline Digital uses a combination of Contentsquare's Experience Intelligence capabilities to analyze and improve the user experience.

First, Drumline Digital works with the client to define what they want to achieve (Ex: increasing conversion rates, improving user engagement, boosting retention rates). The agency then implements Contentsquare's auto-tracking across all pages of the client's site or app to start collecting data on user interactions.

Once setup is complete, Drumline Digital is able to

• Identify areas where users engage most or drop off

• Look for patterns, pain points, and areas of confusion (rage clicks are a sign users are experiencing confusion or frustration)

• Identify high-performing elements, as well as areas that need improvement, by analyzing specific sections and zones on pages to see how they perform

Based on the insights gathered, Drumline Digital then comes up with a list of hypothesis that outline the most likely changes needed to make a positive impact on the customer experience.

3. Roadmapping and experimentation

Roadmapping involves planning and prioritizing the changes and improvements identified during the UX analysis. Once a hypothesis is formed, Drumline Digital uses Optimizely to create and run experiments to see if the proposed changes have a positive impact on user experience and business metrics.

Optimizely helps the team to create and run controlled experiments to compare different versions of their client's site and Contentsquare provide detailed insights into user behavior during these tests. Drumline Digital's experimentation experts then analyze the results of tests using data from both platforms to generate actionable insights, explaining why certain changes worked, or didn't, and recommending next steps.

The team defines action steps and prioritizes tests according to 4 metrics:

• Effort: prioritizing changes based on their potential impact on user experience and business outcomes vs. the effort required to implement them

• Time: identifying quick wins to implement immediately in order to see fast growth and planning for more complex changes that require significant time and resources

• Cost: assigning responsibilities to team members based on their skills and expertise, and allocating budget for necessary tools, resources, and potential third-party assistance

• Results: setting clear milestones to track progress and ensure a timely delivery, and establishing regular check-ins to review progress and make adjustments, as needed

4. Impact quantification

Impact quantification ensures any changes implemented based on insights from UX analysis and testing have the desired effect.

While working with New Balance ANZ to improve conversion rates, the Drumline Digital team used Contentsquare's Impact Quantification capability extensively. It helped them to identify numerous friction points that prevented customers from adding products to their cart, starting the checkout process, and finalizing their purchase. These findings helped the agency create a roadmap of experiments and hypotheses for New Balance ANZ.

Contentsquare's Impact Quantification capability in action

By using Contentsquare, Drumline Digital helped New Balance ANZ to consistently analyze user interactions with each new experience. This data-driven approach has empowered New Balance ANZ and their global team to prioritize customer insights over opinions and intuition when making business decisions.

I've seen 'interesting' insights turn out to apply to just 18 users. Impact Quantification fixes this by breaking down insights by size, value, and impact across devices, trends, and user segments. This saves analysts hours and gives brands the data they need to prioritize effectively.

Evan Rollins

CEO and Co-founder

How to become a Contentsquare partner

Drumline Digital is just one of over 100 trusted technology and service providers who make up our partner ecosystem.

We work closely with:

• Solutions partners,  who deliver strategy, design, implementation, consulting, and integration services leveraging Contentsquare

• Technology partners, who provide technology and products that integrate with Contentsquare to deliver an end-to-end customer experience (CX) solution

• Business partners , who act as trusted advisors and help to identify the best martech stack for the biggest brands

Partners are vital to our mission of bringing digital experience analytics to brands that will help them accelerate their digital goals. Think we could work together? You might be onto something.

This could be the start of a beautiful partnership. So get in touch.

FAQs about the Contentsquare-Drumline Digital partnership