Contentsquare helps Feelunique deliver improved online functionality

Online beauty retailer Feelunique has partnered with UX analytics platform venture Contentsquare.

“We were at a stage where we wanted to replatform our site and improve the customer journey, so we had sought an advanced solution, for allowing people like me who are not specialised in data to get a good understanding of what’s happening on the site, to make the experience better for our audience,” says Feelunique’s CEO Joel Palix.

“When you are an e-merchant, everything that’s happening on the site is so important as the site is your store. Understanding where the customer is going and what is activating engagement and ultimately what will generate revenues is of utmost importance. Contentsquare helped us understand what’s happening on each and every page so when we replatformed, we could take that into account for the new site. On an ongoing basis though, Contentsquare is being utilised as more of a way of permanently improving our site’s navigation.”

Carla Martini, Head of Content Planning and Publishing, Feelunique, adds: “I oversee all of the content that is added to the website on a daily basis, so I have sole responsibility for deciding what content to use to promote certain products and inform visitors on product details. People interact with beauty in their own personal, unique way, so content is paramount in terms of making sure that the user is guided in the right way.”

“Contentsquare has almost transformed my role here at Feelunique. We were previously working in the dark really, making guesses about whether people were reading articles that we’d added or positively interacting with the article content or buying products mentioned in those articles. It is now an integral part of my daily routine as it allows me to quickly make decisions that have a positive impact on both conversions and revenue.”