April 18, 2019
British global luxury lifestyle brand Belstaff is deploying an optimization approach for its online storefront with the help of digital experience platform Contentsquare.
The technology initiative comes after 12 months of online brand building, according to a press release. The goal now, according to Belstaff E-commerce Coordinator Stephanie Cave, is using data-driven insight to optimize prioritization to provide a superior digital experience for the online consumer.
"We've had great success in the last year building our brand online. Now we have a solid foundation; this year, our key priorities are ensuring our digital experience is seamless for our customers and boosting conversion. While this is a traditional goal for most of today's retail brands, Belstaff was originally a very retail-first company, so the development of our e-commerce and digital teams is also an important business objective that we are embracing," Cave said in the release.
Contentsquare is assisting Cave and her team to extend their roles from taking care of site content to encompass metadata, content categories, navigation on-site and more.
"One thing that's really been useful for us in using Contentsquare is the session replay," Cave said in the release."One of the first things I spotted on that feature was that all of our visitors use the size guide, but we had an issue with the size guides not showing up because the URLs weren't set up correctly on the product pages, meaning the size guides weren't pulling through. That was obviously adversely affecting conversion, so we found a solution to reset all the URLs on the products so the size guides appeared. Then, we completely redesigned the size guide so it was easier to read and simpler to use, which should help us to reduce churn and increase conversion."
Belstaff also replaced some content on the homepage with product carousels so visitors can find products quicker and has already seen a massive increase in click-through rates.
"The main thing that drew me to Contentsquare was it wasn't just offering data, it was offering solutions. Rather than saying 'here's the data, you do what you want with it,' Contentsquare offered us the data and suggestions on how we could change or improve it to give our visitors a truly optimized experience," said Cave.
