IKEA has partnered with digital insight company ContentSquare to enable staff to access customer website insights at speed.

The content, sales, user experience and customer teams all needed different insights on visitor behaviour, from identifying visitor frustration to measuring conversion, which IKEA’s existing analytics toolset had struggled to cope with.

ContentSquare’s analytics solution let teams instantly see customer journeys on the IKEA site, across any date range, device and segment. IKEA is now 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 at 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.

“Understanding the ROI of content is a common challenge for retailers,” he continued. “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.”

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.

Duncan Keene, UK managing director at ContentSquare, said: “Having quick and actionable insights is an incredibly useful element for every team that works with, or on, an e-commerce site’s content, as there can always be unseen customer struggles even if everything looks great on the surface.”

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