Moss Bros ups conversion with Contentsquare
Written by Peter Walker
Moss Bros has appointed Contentsquare to upgrade its online testing practices.
The digital experience platform claims to have already increased traffic from a key product page to checkout by 14 per cent, in addition to providing time-saving benefits. As a result, both conversion and revenue have increased - both up 13 per cent - for that product page.
Matthew Henton, head of e-ccommerce at Moss Bros, commented: “At Moss Bro. we have a strong test and learn culture and we conduct lots of AB testing onsite, what ContentSquare has enabled us to do is conduct post-test analysis to drill down into exactly why a particular test has won or not won.”
Bryony Tagg, e-commerce trading manager at Moss Bros explained: “We were looking at some analysis in the Contentsquare dashboard and also in Google Analytics through the checkout funnel and we saw there was quite a big drop off rate, of nearly 50 per cent, between people progressing from the product pages through to the checkout.
“One of the key findings was that the scroll rate on the product page was not as high as other pages… we found that visitors who interacted with the bottom half of the product page, which encompassed recommendations and reviews, were more likely to convert than those who didn’t,” she continued.
Through Moss Bros’ testing platform Dynamic Yield, the team built a tabbed approach, ensuring that customers could see the product description, reviews and recommended products just below the fold. By moving the higher-interaction sections further up the page, reducing the need to scroll, there was an increase in traffic going from the product page through to the checkout.
The platform also enables Moss Bros to dig into the test results to understand why a particular test has won or lost so the brand’s entire digital team, from user experience and digital acquisition, optimisation and trading, can continuously drive improvements.