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From Insights to Impact: How Stormberg Mastered the Digital Customer Journey

In a competitive e-commerce landscape, understanding how customers experience and interact with digital channels is critical to sustained growth. Stormberg, a leading Norwegian outdoor brand with a strong presence both online and offline, recognized early on that long-term success would require more than just a stable platform and a strong brand – it would require a deeper, more actionable understanding of the digital customer journey. 

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Industry

Sports & Outdoor


Geography

Norway

 

Project scope

Digital customer journey, experimentation

Website

Stormberg.com

Solutions

Contentsquare, Optimizely Feature Experimentation

The challenge Understanding the Full Digital Customer Journey

Stormberg had a well-established and successful e-commerce operation but saw clear potential to become more insight-driven in how it developed and optimized its digital channels. While customer behavior in physical stores had long been a focus area, the digital journey lacked the same level of transparency.

The company had access to overall performance metrics, such as traffic and conversion rates, but limited insight into how customers actually interacted with the site. Where did users hesitate? Where did they drop off? Which elements created engagement, and which introduced friction?

Without a clear view of the full digital customer journey, it was difficult to confidently prioritize improvements or measure the true impact of changes. Stormberg wanted to move beyond basic metrics and develop a deeper understanding of customer behavior, enabling more informed decisions and continuous optimization.

Stormberg’s objectives were clear:

  • Increase conversations and sales
  • Improve the overall customer experience
  • Understand the full digital customer journey
  • Identify and remove friction points
  • Measure the real impact of changes
  • Enable confident, data-driven decision-making

The Solution Insights and Experimentation

Stormberg’s journey toward data-driven growth began in 2021 when they partnered with Avensia. Initially, Avensia helped establish a strong, scalable e-commerce foundation with Avensia Nitro, ensuring stability, performance, and long-term flexibility. This provided the technical backbone required to support continuous development and growth.

As Stormberg’s digital ambitions evolved, it became clear that technology alone would not unlock the next phase of value. Avensia therefore worked closely with Stormberg to establish a data-driven and experimentation-friendly operating model, focused on turning insights into action and optimizing the customer journey on an ongoing basis.

A key part of this approach was enabling Stormberg to truly understand user behavior. Avensia recommended and implemented the analytics platform, Contentsquare, to provide deep behavioral insights into how customers interact with Stormberg’s digital channels. This enabled visualization of the customer journey, identification of friction points, and uncovering of opportunities that traditional analytics could not reveal.

However, insights alone do not create impact. To ensure the insights led to measurable improvements, Avensia helped Stormberg establish a structured experimentation framework using Optimizely feature experimentation. Together, Avensia and Stormberg defined hypotheses based on real user behavior, tested improvements in controlled experiments, and validated results using behavioral data from Contentsquare.

A Stormberg store
Quote
Together with Avensia, we’ve moved from relying on assumptions to making decisions based on real customer behavior. Their combination of commerce expertise, data-driven methodology, and long-term partnership has been a key driver in improving both performance and customer experience.
Anders Sundsrud, Head of SEO & CRO, Stormberg

The Results

Fixed Friction Points and Insight-Led Decisions

With a clear, data-driven optimization framework in place, Stormberg transformed its understanding of and ability to improve the digital customer journey. Instead of relying on assumptions, decisions were grounded inbehavioral data, experimentation, and measurable outcomes.

Improving Membership Registration Completion

One early example was Stormberg’s membership registration flow in the e-commerce store, which showed a high drop-off rate and low completion. This represented a clear friction point in an otherwise strong customer journey. Together with Avensia, Stormberg used Contentsquare’s Zoning Analysis, combined with session replays, to identify several concrete painpoints in the registration process. These insights enabled Stormberg to understand exactly where and why users abandoned the flow.

Based on these findings, targeted improvements were designed, tested, andimplemented. As a result, the completion rate for membership registrations increased from 55% to 64%, delivering a clear, measurable improvement in both user experience and business value.

Optimizing Product Pages Through Behavioral Insights

Another early insight emerged around Stormberg’s product detail pages, which accounted for approximately 35% of all site entry points. Despite this high traffic volume, these pages showed a relatively high bounce rate.

Using Contentsquare’s segmentation and behavioral analysis capabilities, Avensia and Stormberg identified a clear pattern: visitors who interacted with product recommendation panels had a significantly lower bounce rate and higher add-to-cart rate than those who did not. Based on these insights, Avensia worked with Stormberg to expand and optimize the use of recommendation panels on product pages, increasing engagement and encouraging deeper product exploration.

The results were immediate and measurable:

9.3 %

reduction in bounce rate on product pages

7 %

increase in product page views

12.3 %

increase in add-to-cart rate on product page

Data-Driven Experimentation and Stronger Decision-Making

Contentsquare has also played a critical role in supporting Stormberg’s experimentation program. Together with Avensia, Stormberg uses behavioral insights not only to evaluate test results but also to prioritize which experiments to run and estimate their potential impact.

Using Contentsquare’s Impact Quantification capabilities, the Stormberg team can now compare different behaviors, goals, or segments and estimate potential uplift in traffic, conversions, and clicks when choosing one variant over another. This ensures that experimentation efforts are focused on initiatives with the highest expected business value.

During ongoing A/B tests, Contentsquare provides deep behavioral insights that complement traditional test metrics. By combining experimentation data with qualitative behavioral analysis, Avensia and Stormberg are able to make stronger, more confident decisions and continuously refine the customer experience.

Continuous Work Staying Ahead of Customer Expectations

Stormberg and Avensia continue to work in close partnership, built on trust, long-term commitment, and a shared ambition to deliver strong and sustainable results. Stormberg’s continued performance is not the result of isolated initiatives but rather of a stable collaboration in which technology, domain expertise, and execution come together.

As a long-term commerce partner, Avensia combines deep technical expertise with strategic advisory, ensuring high performance, stability, and continuous development of Stormberg’s commerce platform. Avensia takes active responsibility for solution quality, performance, and scalability, while also helping Stormberg identify opportunities, challenge priorities, and drive continuous optimization.

Quote
Avensia has helped us build a data-driven and experimentation-focused way of working. It’s not just about tools – it’s about having a partner who understands commerce, challenges us when needed, and helps turn insights into measurable results.
Anders Sundsrud, Head of SEO & CRO, Stormberg

About Stormberg

Stormberg, a Norwegian outdoor brand established in 1998, specializes in hiking clothing perfectly adapted to Nordic conditions. With practical and functional designs, the company provides quality and affordable clothing, shoes, and equipment for the whole family. Beyond products, Stormberg maintains strong social and environmental commitments that have been central to business since the company’s founding. In 2007, Stormberg became the first sports and textile brand in Europe to introduce a return system for used outdoor clothing.    

stormberg-utekök

Want to know more about how we helped Stormberg become insight-driven? Get in touch!