The Contentsquare & AB Tasty integration helps you optimize your A/B testing lifecycle, driving high-value outcomes with low-risk scenarios. Let’s dive into how this integration will help you improve your customer experience (CX) and boost your growth metrics.
A side-by-side comparison of 2 webpages using Contentsquare analysis
An overview of the integration
When Contentsquare and AB Tasty are used separately, you only get half the success of your test results. Say you want to test a hero banner. Using AB Tasty, you test 2 versions, and find there’s no improvement to your conversion rate. But, perhaps one of the versions increased customer engagement? Without the help of Contentsquare, you’re limited in your view of how your tests impact your entire customer experience.
Or, let’s say you’ve analyzed your customer journey using Contentsquare and discovered one of your conversion pages has a high drop-off rate. You come up with a hypothesis as to why this might be the case and hard-code a change, but this leads to more drop-offs, not less. Without AB Tasty, you’re unable to test your hypotheses, which results in wasted time, resources, and a potentially worse customer experience.
But, it doesn’t have to be this way. By integrating Contentsquare and AB Tasty, you can dive deeper into your customer experience to pinpoint and prioritize the most critical friction points or opportunities to experiment. You can also build better hypotheses based on key metrics, create and run data-informed tests, and better understand why variations perform well (or not).
With Contentsquare, you gain a more comprehensive understanding of your customer experience, enabling you to conduct more informed, data-driven tests with AB Tasty.
Benefits of the Contentsquare and AB Tasty integration
Where Contentsquare provides deep and meaningful insights into your customer behavior, AB Tasty empowers you to act on those insights, in real time.
“AB Tasty is a technology partner with Contentsquare. We facilitate A/B testing, experimentation, personalization, and audience segmentation. We help facilitate activation of the data that you get out of Contentsquare to fuel that endless cycle of experimentation.”
Mary Kate Cassh, Head of Growth Marketing, North America, AB Tasty
Using Contentsquare and AB Tasty together, you get
- Unparalleled insights into customer behavior
- Hyper-personalization features to deliver tailor-made experiences to boost conversion rates
- A simplified, streamlined workflow that eliminates data silos by having data accessible across easy-to-understand dashboards
- Greater business impact by uncovering hidden opportunities in your customer journey and testing your hypotheses before hard-coding changes
- Comprehensive experiment analysis with easy-to-understand visuals and side-by-side comparisons of your control and variation
- Continuous improvement to your digital strategy
Want to know the fundamentals of how the Contentsquare and AB Tasty integration works? Learn more.
How Contentsquare can inform your testing in AB Tasty
Let’s look at how this works in practice, using the framework of a continuous testing cycle. There are 5 stages to the continuous testing cycle—here’s how the Contentsquare and AB Tasty integration works to optimize each step along the way:
Stage 1: analysis phase
This first stage involves finding friction points or opportunities at each point of your customer journey. Then, it’s about generating test hypotheses to help solve or optimize the points that need the most attention.
You can break down this stage into 2 forms of analysis.
- Innovation analysis, where you work out whether your content is optimized for the best customer experience you can provide
2. Troubleshooting analysis, where you uncover errors or friction points in the customer journey, preventing users from moving forward.
With Contentsquare’s Experience Analytics, you can find out how your customers are behaving page by page, from entry to exit, and why. With a suite of capabilities, you can deep-dive into your customer experience and analyze areas that need the most improvement.
Screenshot of Contentsquare’s Experience Analytics dashboard, open on the Heatmaps capability.
Use Session Replay to find out
- What are the behaviors of customers at critical conversion points?
- What’s causing rage clicks or other frustration behaviors?
- Where are customers encountering errors?
Rage clicks are when customers click on an element (clickable or not) of a website or app multiple times in frustration or anger. They’re often caused by technical issues, confusing navigation, or a cluttered design.
Use Journey Analysis to find out
- What are the top landing pages?
- What is the lowest-performing landing page?
- What is the highest-performing journey to reach your goal?
- What are the most popular journeys?
- Where do customers drop off or bounce?
Use Heatmaps to find out
- What’s the most attractive content/category on the page?
- What’s leading to the most conversions? Is it visible enough?
- In what order do customers consume the page?
- Are there any frictions or rage clicks on the page?
Stage 2: analysis resolution
Now you’ve got a few hypotheses to test, it’s time to work out how to prioritize what to test first.
The focus should be on tests with low effort, high reward and those with the biggest impact on your key performance indicators (KPIs).
Contentsquare’s Impact Quantification can help you prioritize your tests and make better decisions by assessing the impact of each test. All you need to do is clarify your goal and then segment users based on whether they completed the goal of your A/B test.
Contentsquare’s Impact Quantification in action.
Impact Quantification can then be used to compare these segments and confirm how much revenue the success of the test will likely generate.
Stage 3; experimentation roadmap
Once you’ve established which hypotheses have the greatest potential to impact your KPIs, it’s time to start fleshing out your testing roadmap.
This roadmap will help guide every step of your testing process—from the build to the design and copy and finally, the execution. This roadmap is where you detail who’s doing what and when, giving you an overview of your site. This is especially useful if you’re running tests on multiple pages.
The dos and don’ts of your testing roadmap
Do’s
✅ Run your tests in at least 2-week increments to account for site traffic cycles and seasonality.
✅ Color-code your roadmap for the different stages of your experimentation so it’s easy to quickly see where each test is at.
Don’t
❌ Have 2 tests running on 2 pages at the same time—it can muddy the data and lead you to potentially misread your results.
❌ Don’t run multiple tests on the same page independently—use multivariate tests to see how changes to multiple sections interact with one another.
Stage 4: start A/B testing
All that hard work has finally paid off—it’s time to put your hypotheses into action and start running tests with AB Tasty.
Using your roadmap as a guide, start building out your tests in AB Tasty to optimize, personalize, and improve your customer experience.
Stage 5: analysis and results
Get site statistics directly through AB Tasty and couple that with Contentsquare’s customer behavioral insights.
From AB Tasty, get direct reports based on page statistics—giving you a snapshot of what’s going on in your campaign testing period.
From Contentsquare, as soon as your test goes live, you can watch how your customers behave in the control and variation, side-by-side using Heatmaps and Session Replay. Get a visual understanding of why and how your customers behave differently in your variation and use these insights to inform your next testing phase.
How the partnership works in real life
Now that you know how the Contentsquare and AB Tasty partnership works, it’s time to see what it’s like in the real world.
Here’s how 2 leading brands have embraced the integration of experience analytics and experimentation into their CX to drive real growth outcomes.
Clarins
Global skincare company Clarins wanted to find out whether a “wishlist” option on their site would help to increase pageviews and conversions.
Using the Contentsquare integration with AB Tasty, they tested adding a heart icon to their product listing pages (PLPs) and product description pages (PDPs). This heart allowed users to save their favorite products to potentially purchase them at a later stage.
This test increased the overall number of transactions and resulted in
- +1.54% increase in basket page views
- +1.83% increase in transactions
“We are really passionate about continually optimizing what we’re already doing well plus also testing new theories to drive a great customer experience and continue to drive the commercial priorities of our website.”—Roisin O’Brien, Ecommerce Trading Manager at Clarins UK
Hotel Chocolat
British chocolate manufacturer Hotel Chocolat wanted to optimize its digital presence and improve its brand and on-site customer experience.
Rather than focusing on conversion rates, Mel Parekh, Head of ecommerce at Hotel Chocolate and his team wanted to focus on engagement and clickthrough rates.
Recognizing the importance of layout and user experience on customer engagement, the goal was to create a more visually appealing and intuitive homepage.
WithContentsquare’s integration with AB Tasty, his team redesigned the homepage, focusing on the category tiles, which were found to be the most attractive elements on the page.
By optimizing the homepage, they saw a
- -10% reduction in bounce rates
- +1.67% increase in visiting time
- +0.54% increase in overall conversion rates, +7.24% increase on desktop
Mel Parekh, Head of ecommerce at Hotel Chocolate talked about customer loyalty at a recent Contentsquare CX Circle event.
Smarter insights with Contentsquare
Contentsquare is the all-in-one Experience Intelligence platform designed to be easily used by anyone that cares about digital journeys. With our flexible and scalable platform, you quickly get a deep understanding of your customers’ whole online journey.
Our AI-powered insights provide those “ah ha” moments you need to deliver the right experiences. You get to work faster and smarter with the confidence to know what to do next to improve your digital experiences. Leading brands use Contentsquare to grow their business, deliver more customer happiness and move with greater agility in a constantly changing world. Our insights are used to optimize the experience on over 1.3 million websites worldwide. For more information, visit: www.contentsquare.com
