Case Study: DPG Media achieves a +22% higher A/B test win rate with Contentsquare

How DPG Media used Contentsquare to increase their A/B test win rate by 22%

DPG Media, one of Europe’s largest media companies, needed to improve customer journeys and make its A/B testing more efficient across its many digital brands. The experimentation team struggled to understand why tests failed using only Snowplow analytics, making it hard to uncover user behavior and prioritize the right changes. Contentsquare helped DPG Media gain deeper insight into site friction and visitor behavior.

With Contentsquare, DPG Media used journey analysis and side-by-side heatmaps to diagnose issues on its subscription pages and reorganize content so digital subscription offers appeared first. The resulting A/B test increased newspaper subscription conversions by 6.6% and revenue by 7%, while magazine subscriptions rose 8.7% and revenue by 2%. Overall, DPG Media achieved a 22% higher A/B test win rate with Contentsquare.

DPG Media

Sara Spiegel

Experimentation Lead & Web Analyst