Contentsquare investment pays off for Moss Bros.

Moss Bros. is working with UX analytics venture Contentsquare on its online testing practices.

Matthew Henton, Head of E-commerce at Moss Bros, comments: “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. This has allowed us to improve the overall process of testing and deliver a much smarter approach to optimisation. Using valuable insights, we can now easily identify points of friction, determine which areas of the site to test and use those results to offer different approaches for improved customer experience.”

Sitting alongside Dynamic Yield as part of the Moss Bros. optimisation toolkit, Contentsquare has so far been used to increase traffic from a key product page to checkout by 14%, in addition to providing time-saving benefits. As a result, both conversion and revenue have increased – both up 13% – for that product page.

Bryony Tagg, E-commerce Trading Manager at Moss Bros., comments: “We were looking at some analysis in the dashboard and also in Google Analytics through the checkout funnel and we saw there was quite a big drop off rate, of nearly 50%, between people progressing from the product pages through to the checkout. From the analysis we saw in the dashboard we then went into the page comparator in Contentsquare and began to analyse why this could be.”

One of the key findings was that the scroll rate on the product page was not as high as other pages. Using the CS Live zoning feature to investigate further, Moss Bros. 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.

Through 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.