Harting x Contentsquare
How HARTING uses Contentsquare to increase PDP downloads by +38%
The Company
HARTING Technology Group is a global supplier of connectivity solutions for the three main lifelines of the industrial technology industry—data, signals and power. It’s headquartered in Espelkamp, Germany, with 15 production sites and subsidiaries across 44 countries.
Knowing how crucial PDPs are to the customer journey, HARTING used Customer Journey Analysis and Zone-Based Heatmaps alongside customer feedback to identify pain points causing negative experiences and abandoned journeys.
Analysis in Contentsquare revealed that customers were experiencing:
- Too many of the same call-to-actions (CTAs) within a PDP
- Information overload due to an unclear page structure and hierarchy
- Difficulty finding the right products they were searching for
- Dead-end journeys once they landed on a PDP
The Challenge
HARTING’s website helps guide prospects and customers through the buyer’s journey, from research to purchase. Whether sharing information about its diverse products and solutions or helping customers purchase online through its distributors, HARTING’s digital experience fosters customer loyalty and generates revenue.
Product detail pages (PDPs) are at the heart of HARTING’s eCommerce experience. PDPs account for about 27% of the global website’s page views, and 33% of site visitors start their journey via a product page.
Figure 1: Above the fold of PDP, featuring a sticky box with crucial details, actions and the new ‘Matching Products’ feature.
The Solution
To reduce friction and create a seamless customer journey that helps visitors achieve their goals and minimize abandonment, the team at HARTING decided to redesign their PDPs completely.
The team used a data-driven and customer-centric approach, making the following optimizations based on insights found in Contentsquare:
- Adding a new sticky box on the right side containing crucial information such as the product part number, product name, link to a product comparison tool and distributors, and a CTA to add the item to a wishlist. (Fig. 1)
- Adding a ‘Matching Products’ section to the sticky box so visitors could browse additional products without leaving the PDP. (Fig. 1)
- Restructuring product information into key sections with the most relevant information at the top of the page. Added collapsable sections to provide additional information without overwhelming visitors. (Fig. 2)
- Reformatting the 'Downloads’ section, where customers can download product specifications, requirements and configuration information. The structured section has expandable information options, download settings and a clear CTA. (Fig. 2)
"
Our goal is to make it as easy and efficient as possible for our customers to achieve their goals across our digital channels. Contentsquare supports our customer-centricity initiative and helps us improve our customer's digital experience based on data."
Mike Knobel
Engineering Data & Processes Manager
Figure 2: Product information categories with expandable details, followed by the reformatted downloads section with clear CTAs.
The Results
After optimizing the site, HARTING analyzed the performance of the new PDPs using Contentsquare. The number of downloads on PDPs had increased by +38%, and +4% of all PDP clicks targeted the new 'Matching Products' section.
With over 30,000 monthly PDP views, this new feature has become a valuable addition to PDPs.
