On the occasion of International Tea Day, May 21, Contentsquare, Experience Analytics platform, asked the French about their propensity to change their tea consumption. Only 28,4% say they are ready to follow the recommendations of their favorite brand.
On the occasion of International Tea Day, Contentsquare was interested in the link between consumers and their tea brands *. At a time when brands are focused on providing the best recommendations to their customers, habits die hard. It seems very difficult to convince the French to get out of their comfort zone and change their consumption. Indeed, only 28,4 %, or barely more than one in four, says he is ready to test new tea flavors or change format by moving from the traditional box of bags to purchasing loose tea, according to the suggestions of his favorite brand, while 42,3% say they are totally opposed to it. This observed reluctance reflects the scale of the challenge for tea brands in guiding the French towards the discovery of new parts of the range which could appeal to them.. Being a customer’s favorite brand is not enough, we must succeed in offering him relevant choices, on the right channel at the right time, present them using attractive visuals and convincing descriptions, pages that load quickly enough (on desktop and mobile), so that the visitor is sensitive to this proposition. Et, in addition to these technical and technological challenges, it is necessary to ensure that the customer discovers the existing content because, on average, only 54% of web page content is viewed.
A multitude of technical factors at play
Brands must therefore offer an impeccable digital experience and erase any errors along the way., so that customers, ever more impatient and volatile, do not leave the site. For that, these experiences must be monitored and optimized, what Kusmi Tea decided to rely on the Contentsquare platform for. This allowed him to identify and correct an error on the AB test of the shopping cart page, regarding a specific user segment, and who, according to his estimates, caused up to 5K losses in just 11 days, or no less than 166K less income per year. Using the Impact Quantification module, Kusmi Tea was able to precisely assess the impact of this error and its level of prioritization. Indeed, the segment exposed to the AB test error (A) had a very low conversion rate (2,22 %) i.e. 10 times lower than the segment conversion rate (B) of 23,9 %. With this error in the basket, segment A converted 90,7% less than segment B, there was therefore enormous room for improvement. Kusmi Tea was then able to identify the typology of users encountering the error and resolve this problem.. So, the data validated an intuition and helped improve customer satisfaction
Nicolas Ferre, E-commerce Product Owner at Orientis (Pieces of Tea)
“How to convince a prospect that he or she will like this or that tea recipe without being able to taste it first ? This is the challenge for a brand like ours on the web. Thanks to Contentsquare, we are able to segment our visitor types to study their behavior and propose developments such as describing the product from our list pages to encourage the discovery of new recipes without having to visit each of the product sheets, set up retention offers to reduce the proportion of bouncers among our new visitors or even streamline the ordering process on mobile by highlighting key information and reassurance. »
* Study carried out on a sample of 1,762 French people via Google Survey over the period from April 28 to 29, 2022.
