Mitre10 x Contentsquare

How Mitre 10 used Contentsquare to drive experimentation and improve conversion rates

The Company

Mitre 10 is a major chain of home improvement stores in New Zealand that sells a range of power tools, outdoor furniture, household hardware, building supplies, heaters, air conditioners, garden products, barbeques and camping gear.

Their immense product catalogue is available both in-store and online, and at a time when consumers are spending more conservatively than before, it was crucial for Mitre 10 to not only provide a frictionless online experience but drive engagement throughout the journey too.

The Challenge

Natalie White, eCommerce Development Manager and Warren Bailey, eCommerce Performance Specialist, knew they needed to keep customers at the heart of their strategy, and in order to accomplish these goals, they had to take a data-driven approach.

The first step? Using data from Contentsquare to understand customer behaviour.

Insight #1: Search Page

Working with a Contentsquare Customer Success Manager, the team was able to derive insights right off the bat during one of their initial onboarding and training sessions.

Using Journey Analysis, they realized that users who landed on the “no results” page after inputting a search query would quickly bounce. What could they do to keep users on their sites?

“Contentsquare has changed our way of working by ensuring that we are making decisions based on customer experiences and really focusing on the empathy that we have for the customer with each decision we make, by giving us really robust data behind these decisions."

Natalie White

eCommerce Development Manager, Mitre 10

Insight #2: Product Detail Page

Using Zoning Analysis, the team discovered that there was a high click recurrence happening on their product pages, in particular, affecting the segment of users who were not converting. What could the team do to remove this friction?

The Solution

Working together with Dynamic Yield, Mitre 10 ran some A/B tests and added a product carousel on the previously empty ‘no results’ search page.
Once again, using Dynamic Yield, a 50/50 A/B test was launched. The variant of the test was designed to improve clarity and prompt Click & Collect and Delivery selection requirements before users could add a product to their carts.

The Results

The added product carousel resulted in a 42.3% uplift in revenue for the search audience segment.
Within the first week of implementing the test, the team saw a 5.77% increase in revenue for desktop users and a 1.36% increase in revenue from mobile users.

Hear from Natalie

Find out more about how Contentsquare impacts Mitre 10’s product roadmap across their B2B and B2C platforms, how it supports Natalie’s digital strategy and what they’ve got planned next.

“Contentsquare is a really good tool for today. It enables us to gain insights into what's happening right now. It also helps us identify what changes we should need to make tomorrow in order to bring tomorrow closer to today."