Brooklinen uses Session Replay to optimize customer journeys and increase conversion
Results
Identified | Increased |
|---|---|
A/B test candidates through session replay & Professional Services | conversions after successfully running A/B tests of Bundle Builder |
Problem
Wanted to understand how users interact with their Bundle Builder and identify points of friction
Solution
Leveraged Heap's session replay to visually uncover pain points on product display pages
Brooklinen is a fast-growing bedding, bath, and home goods brand. Through a focus on improving its digital experience, Brooklinen has been able to increase conversions and customer lifetime value.
Brooklinen uses the full Heap platform, including quantitative analysis, session replay, heatmaps, and Heap Connect. Brooklinen adopted Heap session replay to understand points of friction and improve its digital customer experience. As Brooklinen grew its product offerings, there were more opportunities to cross-sell to customers to enhance their experience such as offering bedding bundles for sheets, pillowcases, duvet covers, and comforters all in one set.
Mikki Thiara, is a Lead Product Manager at Brooklinen whose team uses session replay and heatmaps to inform wireframe decisions and optimize the digital customer experience.
How Heap helps identify friction in Brooklinen’s user journey
Mikki’s team was tasked with improving the bundle-building experience on the Brooklinen site. Brooklinen wanted to uncover areas of friction in its Bundle Builder in order to provide a seamless customer experience. Understanding the nuances of the customer journey was important for Brooklinen to optimize its product display pages. "We need to understand the key pieces of the user journey to help us understand how we can optimize our pages to ensure the user journey is seamless and efficient,” says Mikki.
Brooklinen’s digital team partnered with Heap Professional Services to research how users commonly interacted with its Bundle Builder (ability to build custom bundles of products) and together, formed hypotheses on opportunities to reduce friction and increase Bundle Builder use. The team hypothesized that removing friction from the Bundle Builder experience would increase the add-to-cart rate and overall conversion rate.
Insight: Uncover how users are engaging with your product
Through watching replays of the Bundle Builder experience, the team uncovered several points of friction across the modules that prevented customers from moving forward, especially for the mobile experience. One area that customers were engaging the most was with color swatches. On mobile, it involved scrolling down to see the colors and a lot of back and forth between seeing the colors and the image gallery.
Customers would also have to scroll in order to go between the color swatch and the gallery when building out their bundle. Brooklinen saw how this experience varied the way customers built bundles on mobile vs. desktop and saw this as an opportunity to improve the mobile bundle-building experience.
Hypothesis: Identify areas of opportunity to improve conversions
The impact of color swatches and the use of imagery on user experience pointed the Brooklinen team to where they wanted to focus when building out the wireframes around their Bundle PDP pages. Mikki’s team hypothesized that if they moved the color swatches on their mobile experience to be underneath the image, it would increase ATC and improve overall conversion for the Bundle Builder.
Experiment: A/B test hypotheses and use session replay to optimize the customer experience
Brooklinen ran A/B tests across a four-week period with three different time periods (one business-as-usual and one sale period). The first experiment switched the placement and sizing of the color swatches, decreasing the amount of scrolling required for customers to complete an order. The results from the first test didn’t drive any statistical significance, which led Mikki and her team to watch replays for this variant to see where there was still friction.
The team iterated the test by making low-lift changes in their second experiment, where they included tooltips to differentiate between “classic” and “limited edition” colors. Highlighting the limited edition colors might increase the consumer’s sense of urgency, the team thought.
In the final iteration of the A/B test, the team redesigned the summary view for mobile users to make it easier to see which products were in their bundle, ensuring a seamless experience to checkout with less backtracking and uncertainty. Upon conclusion of the Bundle PDP Redesign Test, the Brooklinen team saw a significant increase in conversion.
The qualitative analysis really informs the UX optimizations that we’re going to make. It helps us find opportunity areas to explore further from a UX perspective. The quantitative piece shows us the impact against add to cart rate and conversion rate, which informs the decision we’ll make at the end of the test.
How Heap session replay enhanced Brooklinen’s ability to understand user behavior across key conversion flows
With session replay, Brooklinen was able to bring together the Product, Design, and Analytics team to drive data-informed decisions for key flows and wireframes.
Identify key issues in user experience– If there’s an issue with a certain feature or a test, Brooklinen turns to session replay to understand the impact of that bug and how many users are affected by it from a qualitative perspective.
Optimize the digital experience– Heap's heatmaps enable Brooklinen to identify areas of friction on site pages to create a seamless experience for customers
Understand the full customer journey– Heap allows Brooklinen to dive deeper into user drop-off from page to page and identify how users interact with features to better deliver value in their conversion funnel
Combing the qualitative data with the quantitative insights from Heap to complete the picture of the user journey
Not only does the Brooklinen team use Heap’s UI to answer their most pressing digital questions, but they also leverage Heap Connect to send their data to Snowflake. With Heap Connect, Brooklinen is able to:
Report on company-level metrics– The Analytics team at Brooklinen is able to tie data from Heap with key business metrics to provide a comprehensive view of their customer base when reporting company-level KPIs, such as CVR, ATC, and bounce rates.
Dig deeper into customer behavior– Brooklinen is able to run analyses to understand the current state of their wireframes, which informs roadmap decisions.
Create a “data universe”– Heap Connect is a critical piece of Brooklinen’s tech stack, helping the team create a unified customer understanding.
Heap makes it simple for us to track the metrics of our experiments and provides additional data capabilities, such as the funnel analysis, that help give the ‘full story’ in terms of our site tests.
Heap enables Brooklinen’s Digital teams to work cross-functionally to run experiments, analyze results, and ship product updates in their iterative product development process. This full platform approach allows Brooklinen to continuously provide the best digital experience to customers and grow customer lifetime value.