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

In the world of e-commerce, understanding how customers interact with your website is crucial for growth. Like many retailers, Stormberg – a Norwegian outdoor brand with a strong presence both online and offline – recognized the opportunity to strengthen insights into the digital journey. By partnering with Avensia to implement Contentsquare, Stormberg gained the ability to visualize customer journeys, identify pain points, and measure the impact of every interaction.

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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

Although Stormberg had an established and successful online store, the company saw clear potential in becoming more insight-driven in its approach to e-commerce. While customer behavior in physical stores had long been a focus area, Stormberg wanted to bring the same level of understanding to its digital channels. 

It had overall data on website performance but couldn't see where customers engaged, where they dropped off, or which elements truly captured their attention.

Stormberg wanted to become more insight-driven, not just by measuring conversions but by understanding the full digital customer journey. They needed to see how customers navigated, identify friction points, and measure impact beyond basic metrics. But without a clear view of the journey, it was difficult to prioritize improvements or optimize the site experience effectively.

Stormberg’s main goals for their e-commerce store were clear. They wanted to increase conversion and sales and improve overall customer experience on the site. These goals were aimed to be met by:

  • Visualizing the customer journey to see how customers moved through the site, from entry to exit.
  • Identifying drop-off points to understand where customers lost interest or encountered issues.
  • Measuring real impact: Going beyond overall data and understanding which site changes truly drove conversions and sales.
  • Making data-driven decisions by using insights to confidently optimize the site experience.
The Solution

Insights and Experimentation

Stormberg’s journey toward data-driven growth began in 2021 when they partnered with Avensia for the first time. Avensia at that time laid down a strong, solid foundation with Avensia Nitro, providing Stormberg with a stable and scalable e-commerce platform. But as the company’s ambitions grew, so did its need for deeper customer insights online.

To help Stormberg achieve a clear, insight-driven view of their digital customer journey, Avensia recommended and helped implement Contentsquare, an industry-leading analytics platform powered by AI. With Contentsquare, Stormberg finally gained the ability to see exactly how customers interact with their site, from the first click to the final conversion.

However, seeing how customers interacted with their site was not enough. Stormberg also needed a way to act on these insights. To turn insights into action, Avensia helped Stormberg integrate Optimizely feature experimentation, allowing them to experiment with site changes and confirm their impact using Contentsquare data. Hypotheses were set up and tested in Optimizely, and the results were then tracked and compared in Contentsquare.

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The Results

Fixed Friction Points and Insight-Led Decisions

By leveraging Contentsquare and Optimizely, Stormberg transformed how they understood and optimized their digital customer journey. For the first time, they could see exactly how customers navigated their site, what content drove engagement and which pain points existed, plus test solutions to improve and remove issues.

The impact was immediate. Within their first use of Contentsquare, Stormberg identified several friction points on their site. After implementing fixes and new features, they not only resolved the issue but also gained revenue and reduced bounce rate.

The value quickly extended beyond expectations. With Contentsquare’s intuitive, AI-powered interface, Stormberg gained a much more detailed and actionable understanding of customer behavior. The team could now access visual insights such as session replays and interaction data, enabling them to see exactly how users navigated each page and where they encountered friction. Instead of relying on assumptions, Stormberg could make confident, insight-led decisions, turning what was previously a more interpretive process into a process grounded in clear, behavioral data. 

The shift to data-driven decision-making has transformed how Stormberg works internally. Employees can now more easily access insights without needing to rely on analysts. This has sparked a growing interest in understanding the digital customer journey across teams, empowering employees to make smarter decisions based on real customer data.

Stormberg now had the answer to a crucial question: Where should we make changes on our site to improve the customer journey?

Continuous Work

Staying Ahead of Customer Expectations

Stormberg and Avensia continue to work closely together, maintaining a strong partnership built on trust and collaboration. We are now in the so-called Evolve phase of our collaboration, with Avensia providing continuous strategic support, helping Stormberg test new ideas with Optimizely, measure impact with Contentsquare, and stay ahead of customer expectations.

With a focus on long-term success, Avensia consistently provides input on how Stormberg can enhance their site, improve the customer journey, and drive sustainable growth.

As Stormberg’s digital presence continues to expand, Contentsquare remains at the heart of their optimization strategy, empowering them to understand their customers, test new ideas, and make data-driven decisions that deliver real impact.

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.    

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