Cultura is a leading French retail chain, specialising in books, music, videos, art supplies and more. Their digital channels play a central role in their business, with their website, cultura.com, doubling as both a direct sales channel and a major entry point for their customers. It’s only natural that creating a smooth digital journey based on customer insights therefore is a top priority. Enter: Mopinion.
Karolyn Trehel is the CRO (Conversion Rate Optimisation) and Searchandising Lead at Cultura. Her role is to optimise the user experience and the commercial performance of Cultura’s website, particularly within search and product discovery journeys.
She explains that before using Mopinion, feedback collection at Cultura was sporadic and mainly manual, without a proper process in place.
“About three years ago, when the CRO team was created, we identified that customer feedback could become a key lever for improving user experience and conversion,” Karolyn says and continues.
“That’s when Mopinion emerged as a suitable solution. We needed a software that allows us to centralise feedback in one place, analyse it quickly and extract actionable insights to optimise the site and its search function.”
Three main obstacles to overcome
Karolyn describes three main obstacles that her team wanted to overcome by using Mopinion:
- Irregular and poorly structured feedback collection
- Finding a way of identifying friction points and understanding the obstacles customers encounter. Especially on search pages or during the purchasing journey
- Insights getting stuck in silos. Cultura neede to be able to share the collected feedback data with different teams
“It was especially important that the IT team and the Searchandising team could access the feedback for technical fixes and to optimise the search engine,” Karolyn elaborates.
So, how did they use Mopinion to overcome these hurdles?
Optimising the search function with feedback
As mentioned, the Cultura website works as a complement to the network of physical stores. Customers visit the site to find inspiration, check product availability, prepare purchases or buy directly online.
This means that the typical customer journey on the website starts in one of three ways:
- The customer does a specific product search
- The customer browses for a certain category
- The customer is looking for inspiration within a creative category
“The internal search function plays an integral part in the customer journey. This is why we use Mopinion to collect feedback directly on search results pages, both when there are and aren’t results to show. We do this to better understand the customer wishes and needs,” Karolyn explains.
This feedback form appears when a visitor is searching for a product with no resuluts, asking what product category the user was looking for
Feedback touchpoints through the entire journey
Though the search results pages are a top priority for Cultura, it is not the only place they collect customer feedback. In fact, the Cultura team is a master class example of creating feedback touch points through the entire digital journey and closing the loop.
Cultura collects feedback on different pages, based on the customer journey: search pages, product pages, cross-site pages and on specific steps where they’d like to understand a particular friction point.
The data is then analysed according to the touchpoint it refers to in the Mopinion dashboard.
“For forms related to the search engine, we process optimisation actions or share product assortment enrichment needs early in the morning.
For cross-site forms, feedback is analysed immediately. Thanks to Mopinion’s integration with Contentsquare, we can also view session replays connected to the feedback and understand the exact friction point.”
An example of a conversational Customer satisfaction score (CSAT) feedback form from Cultura. Here, they are asking their visitors to rate their website.
Using feedback for crisis management
Karolyn goes on to explain that if a technical issue is identified, they create a Jira ticket for the IT team. If the feedback relates to a journey optimisation need, they add it to their backlog for A/B testing.
Every week, Cultura also analyses the Mopinion dashboards to track evolving themes and to prioritise actions
Finally, feedback is shared with the customer service team so they can contact the customer who left it. An excellent way to keep customer satisfaction and trust high. Karolyn adds:
“Mopinion is also a key solution for crisis management: if the site experiences an issue during the day, our first reflex is to check real-time customer feedback. This way, we can immediately identify the problems and inform the IT team to fix or stabilise the site quickly.”
An example of a general feedback form, allowing the customer to log a complaint, a bug or an issue with an order.
Mopinion made centralising feedback easy
Karolyn expresses that Cultura’s experience setting up this process with the help of Mopinion has been very positive.
“We particularly appreciate how easy it was to make feedback central to our teams and the ability to immediately analyse the data we collect. Not to mention, the flexibility of the forms, which we can deploy on specific pages or triggered by user actions.”
She goes on to explain that they also value the ability to turn feedback into concrete actions through integrations like Contentsquare and Jira.
“The Mopinion software is easy to use, and it integrates well into our daily processes, allowing us to act quickly on customer insights.
It has had a significant impact on our business by allowing us to quickly identify digital journey friction points, facilitate collaboration between the teams and keep a track of technical issues in real-time.”
An ideal partner for website optimisation
Currently, Cultura has several feedback campaigns running with the main objective to better understand their customers and collect insights that they can use for website optimisation.
“We use this feedback for our project roadmaps and to prioritise actions, with the ambition of launching more than 100 A/B tests per year.
Mopinion is an ideal partner for this, as it allows us to collect precise feedback on critical journeys and quickly turn this information into concrete actions.
Currently, we are focusing on friction in the login and account creation journeys,” Karolyn explains.
A special thanks to Karolyn Trehel and Cultura for sharing their insights in this customer story.
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