Delivering a superior online experience without sacrificing sales
GOPRO is a sports camera brands with a global reputation for inspiring video content. They needed to communicate their unique brand proposition and showcase their amazing content, whilst also strengthening their D2C channel and increasing conversion.
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+80% conversion on product page
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.
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 Method
The team used the customer journey analysis and sunburst visualisation to understand how the product detail page fitted into the larger visitor journey.
They then drilled down into in-page behaviour — analysing Engagement, Attractiveness Rate and Click Rate among others — 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.
The Outcome
Being able to underpin creative decisions with customer behaviour 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 Hero7 product detail page.
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.
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 Method
The team used the customer journey analysis and sunburst visualisation to understand how the product detail page fitted into the larger visitor journey.
They then drilled down into in-page behaviour — analysing Engagement, Attractiveness Rate and Click Rate among others — 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.
The Outcome
Being able to underpin creative decisions with customer behaviour 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 Hero7 product detail page.
Contentsquare is a digital experience insights platform that helps businesses understand how and why visitors are interacting with their app, mobile and websites. Contentsquare empowers every member of the digital team to easily measure the impact of their actions, and make fast and productive data-driven decisions to optimise the customer journey.
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