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IKEA unearths “previously undiscoverable” customer digital insights with Content Square

IKEA has implemented ContentSquare’s digital insight and user experience analytics solution to enable its teams company-wide to better understand their customers’ online behaviour, as part of the business’ growth and customer strategy plan for 2019.

ContentSquare will help IKEA’s various teams to better understand online user behaviour, something that had proved challenging with their traditional analytics toolset. The content, sales, UX and customer teams all needed different insights on visitor behaviour, from identifying visitor frustration to measuring conversion, so IKEA needed a solution that met all of their individual requirements.

ContentSquare solved this challenge by providing all of IKEA’s teams with the ability to instantly see customer journeys on their site, across any date range, device and segment, via its user experience (UX) analytics solution. The IKEA teams now have a better understanding of visitor behaviour online, and can action that understanding independently in a matter of minutes.

KEA is able to view a close to real-time picture of the performance of its site’s content across any page, section by section, to clearly detect and note different behaviour patterns.

Jason Black, Web Communications Manager, IKEA commented: “The benefits of using ContentSquare’s visual insight solution is that, without spending a lot of time or having a lot of training, we can easily access insights and results far more quickly than we’d been able to before. ContentSquare’s powerful visualization tools put it ahead of every other analytics solution in the market as we can put it in the hands of the wider teams from content, UX and analytics to merchandising, product and mobile teams without months of learning how to use it.

Understanding the ROI of content is a common challenge for retailers. With ContentSquare, we can bring together content and data to empower all of our teams to analyse the performance of content in a much clearer way, which is exactly what ecommerce brands like ours need.”

After implementation, ContentSquare’s solution unearthed a range of behavioural insights for IKEA that had not previously been discovered using traditional analytics tools. One example was IKEA identifying a number of customers trying to click through on certain images which were not clickable. As soon as IKEA saw the ContentSquare metrics, the content team realised the business benefits to making small changes to those unclickable images.

Duncan Keene, UK Managing Director, ContentSquare said: “We’re delighted to welcome IKEA to our growing portfolio of enterprise and retail clients choosing ContentSquare to enhance their understanding of how and why their digital visitors behave. Having quick and actionable insights is an incredibly useful element for every team that works with, or on, an ecommerce site’s content, as there can always be unseen customer struggles even if everything looks great on the surface. Those customer struggles are the areas that can cost brands users, revenue and reputation.”

ContentSquare recently extended its solutions’ capabilities with a new augmented reality browser plug in, CS Live, that complements existing testing strategies and offers immediate engagement metrics and feedback in just a few clicks – the time it takes to browse website elements. CS Live provides marketers and retail brands’ digital, sales and other teams with deeper insight and analytics into how and why online users do what they do on their websites.


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