You know, in the physical world, you can see the people.
but it does not mean that the customer is invisible
because they gave a lot of information
regarding their behavior, with the touch or the tap,
and our job is to understand this behavior
to provide the best experience for the people.
Hey, I'm Sarah Franklin and welcome to Connections
where we hear from some of the most innovative leaders
All of us want to understand our customers
and that's hard when most of our interactions happen online.
That's why Jonathan Cherki founded Contentsquare
to analyze billions of customer interactions every day
and help brands understand how
and why people use their website.
So, as you can see, I am here in beautiful Paris
to hear straight from Jonathan himself.
(uptempo guitar music plays)
Have you ever done anything like this?
Sitting on a boat, going down the river of Paris
on an interview.
First interview
Your family ran a food export business here in France.
Is that where your entrepreneurial spirit comes from?
where my grandfather run a dry vegetable company.
My father is working with them.
My brother is working with them.
I should have worked with the family business.
And so every weekend it was kind of a business meeting
but maybe without knowing
I was learning a lot from this family background.
Contentsquare started out as a project
when you were in business school.
Where did the idea come from?
So, I was beginning in an incubator
at business school in Paris.
And I began in a student project based on trying
to understand the performance of advertising.
but the website is so bad, (Sarah laughs)
Yeah, because you don't want people to leave the website.
And I try to understand
Simple concept, right?
Why are they leaving and what can make them stay?
So, to really capture and understand that
we try to go beyond clicks
because the current analytics technology
helps you to understand step-by-step
where you were losing customer,
but they didn't really understand why someone is leaving.
What happened before the click?
What is the efficiency of content?
And to do so, that's why we tried to develop a technology
that is really capturing every user interaction.
If we touch, swipe, zoom on mobile,
to really understand what makes them click.
(soft cheerful piano plays)
As marketers, we have tons of analytics.
What makes Contentsquare so special?
Today, if you would like to analyze something,
you need the IT team to put piece of code everywhere.
At Contentsquare, no tagging.
We train our machine to recognize every area of the website.
Every mouse movement touch, swipe, zoom,
So, we collect all this data,
and after we provide insight and recommendation
about the content, the ergonomics the UI, the errors.
So, for example, we take the content on the website.
70% of the content are never viewed.
And the question is when they view this content,
Will they buy? What is the engagement of the content?
So, the way Contentsquare is working is to provide insight
and recommendation about all the asset of the web
and mobile who persist to all the digital
And how important is it for marketers
to pay attention to the performance of their content?
On 100 people coming on the website
only three people are buying.
On 100 people coming physical store, 30 are buying.
So, the topic of improving the online experience,
improving the conversion rate,
the best way to improve online sales was acquisition.
Make more people come to the website.
Too add Google with
Bigger funnel.
or for example, Salesforce with CRM.
But now the cost of acquisition is high.
So, traffic is on mobile and the conversion rate is low.
And so you said that conversion for in-person
How important is it to create a connection
with your customers and prospects
in that online digital world?
You know, in the physical world, you can see the people.
but it does not mean that the customer is invisible
because they gave a lot of information
regarding their behavior, with the touch or the tap,
and our job is to understand this behavior
to provide the best experience for the people.
And it means you have to understand everyone.
Personalize the experience without compromising privacy
because I believe that privacy is
one of the key pillar of the future digital society.
And how important is it that you own your data
as a customer in building trust for the brand?
The question is less and less a question of ownership
of the data, but more about how you can leverage information
without storing information regarding the user,
providing a good experience and personalized experience.
And the way we think about it is we don't care who you are.
We don't care where you are coming from.
We care about your behavior.
And based on that, we're analyzing it
to provide insight, recommendation,
or to help to personalize the experience.
So, you do not need to choose between the privacy
(soft guitar music plays)
So, Contentsquare was founded in an incubator.
What are you doing to help that next generation
of innovators and disruptors?
It's important for me to not forget where I come from
So, we created our own incubator
to give access to technology, data.
But most importantly to help all these fantastic startup
to bring more innovation and believe in their way.
And so how many companies now are in this incubator?
So, we have something like 16 startups.
Innovation come from everywhere and from everyone.
So, it's a very fantastic way to inspire also ourself
on the way to disrupt the market.
How does that content experience play out
There are a lot of difference from one country to another.
Let me give you some example.
A French person is going to a website.
Usually they are looking at three pictures
Three pictures, that's all.
So, there are a lot of difference from home nationalities
and it means that you have to adapt your experience.
Think global, but act local.
And what do you think the future's going to be for digital?
One, I think the world will be more
and more real-time oriented.
So, you really need to capture the emotion of the people
in real-time when they are browsing
because you don't have a lot of opportunity.
Two, we spoke about privacy,
very important topic to take into account in every decision.
There is a certain topic that really matters.
We saw a lot of improvements in the physical world
but not enough in the digital world.
One billion people have difficulties to access
Blind people, old people, people within impairments.
70% of the content online are not accessible today.
So, I think that accessibility will be a
very important topic for the future of the world.
I love to say that, "Where there is a will, there is a way."
And our way is to have a strong impact.
How do you think they feel
when 70% of the content you're saying
Well, they have to work more, (Sarah laughs) first of all.
And I think more and more the market is maturing
about the importance of the experience, you know?
We began almost 10 years ago in an incubator
and today we are something like 1,500 people.
and our job is also to educate
all the marketers of the world
to try, really, to improve the experience,
to measure the efficiency of their decision,
to really, I would say, give the power to everyone
Because of course you can make a lot of
improvement on your online experience
but the best way to improve a company
is to give easy data to everyone
that will make a better digital world for all.
Well, I'll tell you something that's awesome.
Hello. (Jonathan speaks French)
That is pretty incredible!
(charming guitar music plays)
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