Case Study: R.M.Williams achieves higher audience, conversion, and order rates with Contentsquare

How R.M.Williams combines data and design to optimize the user experience

R.M.Williams, the iconic Australian footwear and clothing brand, needed a better way to optimize its homepage and overall digital experience across multiple websites and physical stores. To align stakeholders and reduce subjective design decisions, the company turned to Contentsquare and its digital experience analytics to help inform user experience and omnichannel strategy.

Using Contentsquare alongside Figma, R.M.Williams shared weekly homepage metrics such as attractiveness rate, exposure, revenue, and conversion to make priorities clearer and faster to agree on. Contentsquare’s Impact Quantification also helped teams prioritize fixes by assigning dollar values to issues, supporting a more data-driven roadmap and omnichannel view; as a result, R.M.Williams reported a 20% increase in audience, a 20% increase in conversion rate, and a 34% increase in order rate over 12 months.

R.M.Williams

Quaetapo

Senior Manager Program Delivery