Case Study: Rakuten improves cart page conversion by 10% with Contentsquare

Leveraging data to learn exactly what customers want

Rakuten, the ecommerce company known for cash back, deals, and shopping rewards, was struggling with its cart page: 11.3% of users visited it, but conversion was lower than expected. Rakuten used Contentsquare’s Experience Intelligence platform to understand why users were hesitating and to reduce friction in the shopping journey.

Using insights from Contentsquare, Rakuten analyzed behavior from new and returning visitors and found the one-page checkout was confusing, especially for new users. Contentsquare helped the team redesign the flow into four steps—checkout, shipping, payment, and confirmation—which improved clarity and confidence, increasing the conversion rate from checkout start to shipping by 10%.

Rakuten

Raphael Bonstein

Head of Product & Experience