Results

The challengeAs a successful retailer committed to delivering a smooth, integrated and satisfying customer experience across all of its physical and digital touchpoints, B&Q has an expert omnichannel analytics team. The company’s sophisticated digital marketing ecosystem provided data about what was happening on the site but no insight into why customers were behaving as they did. B&Q was seeking a solution that would enable its team to systematically and efficiently identify, test and prioritize improvements to the customer experience and increase conversion, average order value (AOV) and revenues.

• Millions of pounds in annual uplift for rapid ROI• 75% reduction in time-to-optimization • Increased ROI on analytics ecosystem• Building a proactively customer-centric culture

CompanyB&Qwww.DIY.com

Industry E-commerce

Goal Efficiently identify, test and prioritize improvements to the customer experience to increase conversion, AOV and revenues

Light Up the Digital World

Case Study

Michael DurbridgeDirector of Omnichannel, B&Q

“Home improvement is difficult. The easier we can make our customers’ journey by optimizing the experience digitally, the better it is for the B&Q brand. Clicktale helps us make things easy for our customers.”

The businessB&Q is the largest home improvement retailer in Europe, with over 330 stores, annual revenues of over £4 billion, and up to 7 million customers visiting the stores and digital touchpoints each week. 75% of customers research and find products on B&Q’s website or mobile site before purchasing in physical B&Q stores, making the omnichannel customer experience a critical step in the overall customer journey.

Why ClicktaleAccuracy and expertise

The impact

B&Q chose Clicktale for the accuracy and capabilities of the Clicktale platform as well as the support and expertise provided by Clicktale Customer Experience Consultants.

B&Q also valued Clicktale’s strength in visualizations, enabling the team to effectively communicate the omnichannel customer experience to stakeholders across the business. In addition, Clicktale’s seamless integration with Adobe Analytics, ForeSee and Maxymiser, the other elements of B&Q’s analytics ecosystem, was a key factor in B&Q’s decision.

Together with Clicktale Customer Experience Consultants, the B&Q omnichannel analytics team systematically examined customer journeys in a number of categories throughout the website.

Adobe Analytics had revealed high levels of customer drop-off from the B&Q checkout process – a concern that was confirmed by industry benchmarks. But identifying why drop-off rates were high presented a significant challenge: B&Q’s multi-step journey from shopping basket to purchase completion provided many “opportunities” to stymie customers, irritate them, or simply exhaust their patience.

Clicktale helped B&Q quickly identify the issues and prioritize actions to take. Clear visualizations and data-based monetization enabled B&Q analysts to get rapid and full buy-in from stakeholders throughout the company.

“Before, we would spend a lot of time in the detailed number analytics, trying to find where there’s an issue. Then we’d make some assumptions as to what the problem is, and do lots of testing to try to prove those assumptions or not,” said Michael Durbridge, Director of Omnichannel, B&Q. “Clicktale, coupled with our analytics, helps us really identify that there is a problem. Then it tells us, ‘And here is the absolute problem that you need to focus on.’ So we can test a specific issue, rather than try and guess.”

B&Q began to see tangible results in just eight weeks. Within five months, four issues been thoroughly tested and resolved. The result? By reducing dropoff in the checkout flow, B&Q saw annualized uplift of millions of pounds, returning B&Q’s investment in Clicktale several times over.

Analysis of B&Q’s bathroom suite category led to changes that doubled conversions, generating £1 million over a 5-month period. Revenue increased by an even more impressive 110%, driven by higher average order values coupled with increased conversions.

Clear visualizations and seamless integrations

“Clicktale allows us to make decisions and run analyses very quickly and easily. It’s very important for us to cut down on the time it takes to find out what the problem is, run the analysis, and make recommendations for our teams.”

Millions of pounds in annual uplift for fast ROI

Time-to-optimization slashed by up to 75%

Bringing Clicktale on board brought B&Q measurable efficiencies in optimization decisions and prioritization, accelerating time-to-market for more pleasing experiences and kick-starting incremental revenue streams.

B&Q accelerated testing by a factor of four by focusing tests on opportunities identified by Clicktale, rather than assumptions and guesses, and helped B&Q quickly make a difference for customers – and its bottom line.

Michael DurbridgeDirector of Omnichannel, B&Q

“Clicktale provides the evidence for the data. It allows people to visualize the problems that customers are having and that means that we can get to decisions more quickly, because people can see it with their own eyes.”

Kirsten TaylorOmnichannel Planning and Analytics Manager, B&Q

Increased ROI on marketing ecosystem: analytics, VoC and testing solutions

Clicktale increased the efficiency and return on B&Q’s analysis tools by quickly turning data into actionable intelligence.

Seamless integrations between Clicktale and Adobe Analytics enabled B&Q to quantify the number of customers that were impacted by website issues and analyze behavior of customer segments.

B&Q boosted the efficiency of multivariate testing by replacing guesswork with focused testing based on actual customer interaction data. Thanks to Clicktale’s integration with Maxymiser, B&Q gained insight into the customer behaviors that drive test results, sharply reducing testing and manpower resources for more productive use.

By integrating Clicktale with ForeSee, its customer satisfaction survey solution, B&Q could understand customer satisfaction data based on insight into actual pre-survey activity, without relying on not-always-accurate self-reports. Seeing the sessions allowed B&Q analysts to understand intent and experiences underlying the comments and act to improve the experience.

Building a proactively customer-centric culture

Customer experience is a primary driver of B&Q’s growth plan, so strengthening the customer-centric culture is essential. Clicktale plays an important role in bringing the customer experience to life for stakeholders throughout the organization by enabling more of them to see what customers see, experience what they experience, and learn what B&Q can do to improve their journey.

Clear visualizations made the impact of changes intuitive and easy for key stakeholders to see, accelerating buy-in and action on recommendations.

By quantifying revenue lost due to each issue, Clicktale helped B&Q prioritize changes, act to address them, and quickly achieve measurable growth in key metrics.

B&Q sees millions in annual uplift and fast ROI with Clicktale

“Clicktale gives us a holistic view of the customer across devices, on desktop, mobile and tablets, in a way that we’ve never had before. Its allows us to see pain points our customers go through and gives us an empathetic view of their experiences.”

Alex WolfordWeb Analyst, B&Q

For B&Q, a positive customer experience means much more than just correcting errors. It means creating an experience that is so intuitive and so easy that visitors naturally know what to do to accomplish their personal mission on the B&Q site and how to do it.

With the assistance of their Clicktale team, B&Q will continue to optimize customer journeys, in all its categories, on desktop and mobile sites. B&Q is also planning to relaunch its app later this year, and the company will use Clicktale for Apps to help gain a deeper understanding of in-app customer behavior, ensuring that users enjoy an experience that’s not just great, but fantastic.

B&Q also intends to leverage Clicktale’s web psychology and customer behavior analytics to better understand customer motivations and to flesh out the human impulses that underlie the hard numbers that they see in their data.

Next steps

“We’ve gotten great support from the Clicktale Customer Experience team and web psychologist to really help us understand customer behaviors and motivation. It’s more than just a technical solution. This is a true partnership that gets great results.”

Michael DurbridgeDirector of Omnichannel, B&Q

Conclusion Clicktale insights and visualizations, together with the collaboration of its Customer Success team, were game changers for B&Q. Beyond delivering impressive revenue uplift and widespread cultural change around customer experience, Clicktale accelerated the identification-prioritization-testing cycle for faster time to market and greater return on digital analytics resources.

“Clicktale takes the guesswork out of analytics and focuses you in a specific area that needs and action. That saves so much time. But more important, it helps you implement things much quicker, get results much faster, drive your conversion, your revenue, and your customer satisfaction. So it ticks every box.”

Michael DurbridgeDirector of Omnichannel, B&Q

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.

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Light up the digital world