"We needed to base our website optimizations on real data without compromising our brand's premium feel. This CRO audit provided the perfect balance: deep, actionable insights using Contentsquare, paired with a true understanding of high-end luxury UX. We now have a clear roadmap to boost our online performance.”
Marc Montaud
Head of Digital, Baume & Mercier
Context & Objectives
Baume & Mercier, a prestigious luxury watchmaker, wanted to improve the business performance and user experience (UX) of their e-commerce website.
My mission was to conduct a complete Conversion Rate Optimization (CRO) audit. The main goals were to:
- Use data to guide decisions: Move away from guesswork and base future website updates on real user behavior.
- Apply luxury best practices: Combine data insights with my strong expertise in UX/UI standards specifically designed for high-end luxury brands.
- Remove friction: Identify exactly what was stopping users from completing a purchase or finding a physical store.
Results & Impact
As a Contentsquare partner, I used this advanced analytics tool to deeply analyze how users navigated the site. We focused on the most critical steps of the customer journey: the Homepage, Product Lists (PLP), Product Pages (PDP), Checkout, and the Store Locator. Key outcomes included:
- Deep Behavioral Analysis: Tracked exactly where users were clicking, scrolling, hesitating, and dropping off across the entire buying journey.
- 10+ High-Impact Recommendations: Delivered a strategic roadmap featuring over a dozen specific, key improvements to fix usability issues and boost sales.
- The Perfect Mix of Data & Design: Provided solutions that not only improved the website's conversion rate but also respected and elevated the premium, elegant feel of the Baume & Mercier brand.
