Case Study: nib achieves deeper customer journey insights and smarter experimentation with Contentsquare

How nib uses Contentsquare to understand the customer journey and drive experimentation

nib, one of Australia’s leading insurance brands, needed a better way to understand why visitors weren’t completing key actions on its content-rich digital platform. Using Contentsquare alongside its existing analytics and experimentation setup, nib’s teams wanted clearer insight into customer journeys, page behavior, and optimization opportunities across the website.

Contentsquare gave nib the “why” behind the data through granular experience analytics, journey visualizations, and integration with Optimizely for richer experiment analysis. This helped teams uncover unexpected customer paths, refine hypotheses, and improve experimentation decisions; for example, a test around adding an income field to the quote filter revealed that users who interacted with it converted better than those who did not, prompting nib to rethink placement and messaging.

nib

Clare Powell

Senior Manager Digital Growth & Performance