4.3% higher mobile conversions. 115% annual ROI on Clicktale after less than two months use

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1 Case Study Justin Olson Vice President Digital Commerce, "Clicktale s integrated workflow and actionable insights helped us better engage clients on our mission-critical web and mobile channel by creating a more convenient and friction-free user experience." Company On Google Play & App Store Industry E-commerce contact lenses and accessories Channels Pure play e-commerce, focus on new sales, loyalty, lifetime value Objective Optimizing customer convenience, success and lifetime value over all online channels in order to maximize new and repeat sales Results 4.3% higher mobile conversions 115% annual ROI on Clicktale after less than two months use Mobile conversions grew within only two weeks of implementing Clicktale Strengthened user experience - a key brand differentiator The Challenge As the largest retailer of contact lenses in the United States, Contacts is dedicated to providing customers with a simple, hassle-free way to replace their contact lenses. has filled more than 30 million orders for over eight million customers. The company s primary channels are the web, mobile, and call centers. strives to make it as easy and convenient as possible to purchase contacts. It is paramount for the company s success to provide the most seamless customer experience - not only to maximize new customer acquisition and sales, but also to build customer loyalty, lifetime value, and brand equity. Light Up the Digital World

2 Justin Olson Vice President Digital Commerce, "Customer retention is what drives us. The real value in this business is the reputation we build. Contact lenses are just the product we deliver. What we really sell is service." Why Clicktale chose Clicktale to help their team proactively identify and seize opportunities for improving customer convenience and increasing revenues. They also needed Clicktale to reactively help with quality assurance when site issues are reported. The team is highly experienced in both analytics and site optimization, leveraging various solutions that provide insights towards site enhancements. However, they required deeper insight, beyond just numbers, in order to see exactly how visitors behave on their journeys across the site, and improve the digital service experience. Steve Evans Digital Analyst, "Clicktale s unique contribution to our optimization eco-system is to show us the why behind the what. With Clicktale, we don t just look at raw numbers. Now, we understand exactly how customers behave within test variations. That helps us validate test results, build trust in the numbers, and improve our digital service. Clicktale lets us iterate our tests more quickly by understanding which exact elements of the test were successful. This way, we can reengineer tests to create an even better experience and impact revenue." Actionable, Results- Oriented Insights leveraged Clicktale s focused insights and tight workflow integrations to dramatically enhance the online customer experience, across all channels. Clicktale not only directly impacted topline revenues and customer lifetime value, but also delivered outstanding 115% annual ROI. Within only two weeks of implementing Clicktale on the mobile site, Contacts saw a 4.3% rise in mobile conversions. Moreover, the company markedly strengthened the overall user experience, which is a key brand differentiator in its crowded marketspace. Jesse Brimhall Digital Analyst Manager, "Clicktale helped us realize that we can optimize our website greatly by making a few simple changes. Our team looks at data every day, but it wasn t until we had Clicktale that we could actually go in and see what was going on. We can see the experience from the customer s perspective, and understand what they are expecting. This enables us to see how we can make the site as easy as possible for our customers. We can react more quickly and push the right enhancements up in priority, leading to immediate benefit for customer success and revenue."

3 Optimizing Order Entry Tools Before customers can order, they need to supply prescription information for their contact lenses. aims to make this step as convenient, smooth, and easy as possible. The website provides visitors with options on how they can enter their prescription. Quantitative analytics showed that most visitors were making use of these options, yet one option had a surprisingly high incompletion rate among visitors. Why was this happening? Was the process as user-friendly as possible? Traditional web analytics could not answer these questions. Taking advantage of drill-downs from the web analytics and site optimization segments into Clicktale heatmaps and session replays, investigated this mystery and found surprising insights into points of visitor friction. Leveraging Clicktale s Scroll-Reach, Attention, and Mouse Move Heatmaps, found that the prescription information call-to-action (CTA) button was seeing less than optimal engagement, because it often fell under the fold on smaller screens or lower resolutions. Clicktale helped the team quantify the frequency and impact of this issue - enabling the organization to quickly rectify it and increase customer success rates. Clicktale s heatmaps show higher engagement with the upload photo CTA, and lower engagement with the manual data entry option, after the CTA was moved above the fold. Image CTA under fold Image CTA above fold Upload photo option Upload photo option Manual data entry option Manual data entry option Fold Height average Fold Height average Additionally, the team focused on optimizing this ordering option. The business value of such optimization was clear it leads directly to more completed orders and greater revenue. Thus, anything that could be done to smooth the process would dramatically impact ROI. took advantage of drilldowns from Clicktale Heatmaps to related session replays, and exposed another surprising and avoidable friction point. found that six out of 10 visitors opted for one of the two options to enter their prescription. The user experience was intended to equally encourage either one or the other option. Clicktale s unique insights led to more prominently emphasize the alternative nature of the two options, by simply increasing the font size of the word or.

4 Optimizing Mobile The easier makes it for mobile customers to use the website, the better they can capture revenue at the moment customers on-the-go think of replenishing their orders. Using Clicktale and its integration with the site optimization ecosystem, Contacts analyzed heatmaps with aggregated insights into customer attention and scrolling behavior, and revealed yet another surprise. The mobile site had a large header showing various annual promotions and discount offers that the company perceived as useful. Despite this, Clicktale s Attention Heatmap showed that visitor attention was more focused on the calls to action further down the page. Scroll-Reach Heatmaps, however, revealed that not everyone was scrolling down enough to see the calls to action. This insight which no traditional analytics solution could have discovered - led to a simple yet impactful change. By removing the header, achieved 4.3% additional conversions - substantially increasing revenues. Without the unique data supplied by Clicktale, dropping a marketing promotion in favor of user experience would have been much harder to justify. Removing the promotional header increased conversions by 4.3% With Header Without Header Clicktale was also instrumental in numerous other enhancements to the customer experience. For example, Form Analytics insights from Clicktale clarified why certain form fields confused customers during the order process. While analytics data could quantify the frequency of form validation errors, by seeing the behavior in Clicktale it finally clicked as to why exactly certain issues were occurring. The team was able to turn this insight into straightforward ideas for redesigning the form in order to streamline the customer experience

5 Integrated Workflows across Optimization Ecosystem Leveraging deep workflow and data integrations, Clicktale added value to complete analytics ecosystem enabling quick and seamless triangulation of questions across the ecosystem. Integration with Digital Analytics Leveraging Clicktale s integration with Adobe Analytics, can drill down from any web analytics segment such as a marketing campaign or converted versus non-converted visitors - to reveal in Clicktale with which site elements each group interacts. They can view individual visitor browsing sessions as well as aggregated heatmaps - all directly from the Adobe Analytics interface. Adobe Analytics Clicktale can be used seamlessly from within Adobe s user interface Clicktale Adobe Analytics Segments populate automatically within Clicktale We use segments in Adobe Analytics for everything. Having Adobe segments automatically appear in Clicktale for further analysis is really valuable for us, so we can see exactly what we want, said Steve Evans, Digital Analyst at Contacts. Integration with Site Optimization Solutions engages two site optimization partners, SiteSpect and Qubit. Clicktale s existing integration with SiteSpect enabled to understand the why behind their AB testing results. and Clicktale collaborated to configure the integration with Qubit. We ve had a chance to help design and provide feedback on the best ways for the integration to work, said Steve Evans, Digital Analyst at.

6 Integration with Voice of Customer Solutions As a customer-centric company, also integrated Clicktale with the ecosystem partner solution used for customer feedback. A lot of times when using customer surveys you don t know why a customer is rating an experience poorly. With Clicktale, we ve been able to look at customer feedback, find individual sessions, and see exactly what was causing frustration, Steve Evans continued. We find things that we didn t know were going on and can resolve them more quickly. Close Partnership with Clicktale Consultants The team has almost daily interactions with the Clicktale team - exchanging ideas and communicating business priorities. The Clicktale team is very proactive, and takes the time to understand our business and our customers. They know our site very well. They go in and bring us informed recommendations leveraging their extensive experience, and we have implemented many of them. We can consult them when we see areas of drop-off from our site, and Clicktale comes back to us with focused insights, said Jesse Brimhall, Digital Analytics Manager,. Conclusions Clicktale s ROI-focused insights, together with its workflow integrations across the entire analytics ecosystem, enabled to markedly enhance the customer experience. Leveraging Clicktale, further streamlined the order and purchase process - making it even more easy and convenient to purchase contacts, and directly impacting topline revenue and customer lifetime value. Based on the success of the Clicktale implementation, the team plans to continue using Clicktale for validating and analyzing tests, and optimizing future site redesigns. Leveraging the proven power of the analytics ecosystem integrations, also plans on integrating Clicktale with its Demandware platform. Steve Evans Digital Analyst, "Our tip to CRO professionals is that it is crucial to prioritize where you focus analysis and optimization. Start from visual insights and choose your optimization projects carefully in order to get the most from your investment." Global Offices US: UK: About Clicktale: Clicktale lights up the digital world, revealing customer behavior, needs and intent across all key touchpoints: web, mobile and apps. The world s #1 enterprise-class experience management platform, Clicktale s deep drill-downs get to the heart of the how and why behind customer behavior. Via session replays, high-fidelity heatmaps, conversion analytics, powerful integrations and in-depth expert analysis, Clicktale provides critical insights needed to remove friction, delight every customer and achieve digital success. With a global customer base that includes Walmart, UBS, The North Face, MetLife, Lenovo, Adobe and CNN, Clicktale is the most advanced, robust enterprise-grade solution on the market, analyzing over 100 billion in-screen behaviors per month. Light up the digital world