About KitchenAid Australia
KitchenAid Australia offers premium kitchen appliances and has a strong global brand. The ANZ team is focused on driving direct-to-consumer online sales, making digital experience optimisation critical to their growth strategy.
The Challenge
Throughout 2024, the KitchenAid ANZ team faced growing challenges with their ecommerce performance:
Declining Add-to-Cart Rates: A persistent decline in add-to-cart rate throughout 2024 signalled friction in the customer journey that needed urgent attention.
Limited Insights from GA4: Reliance on Google Analytics 4 limited the team’s ability to uncover actionable insights beyond surface-level metrics.
Difficulty Analysing Customer Journeys: Usability issues and lack of flexibility in their existing tools made it difficult to analyse the customer journey and identify where funnel drop-offs were occurring.
The team needed a solution that could go deeper - one that would reveal the “why” behind their conversion challenges.
The Solution: Partnering with Insightech
In Q2 2024, KitchenAid partnered with Insightech to gain powerful, flexible analytics that went beyond surface-level data.
With Insightech’s platform, the team gained:
- Clear visibility into customer behaviour that enabled KitchenAid to understand the why behind their conversion challenges
- Detailed interaction analytics showing exactly how users engaged with product pages, including click patterns, conversion rates, and revenue attribution per element
- Actionable insights that could be shared directly with their CRO agency to design targeted tests
“Insightech’s platform provided the powerful, flexible analytics we needed to move beyond surface-level data - allowing us to understand the ‘why’.”
By leveraging Insightech’s click analytics and session replay capabilities, the team could see precisely which elements on their product pages drove engagement and conversions - from hero images to add-to-cart buttons - and identify opportunities to optimise the experience.
The Results
The collaboration between KitchenAid, their CRO agency, and Insightech delivered measurable results:
- +5% uplift in add-to-carts in H1 2025 compared to H1 2024
- Clear understanding of which page elements most impact conversions
- Data-driven CRO testing programme powered by Insightech insights
- Faster identification of friction points in the customer journey
KitchenAid continues to use Insightech to monitor customer behaviour, optimise their digital experience, and drive ongoing improvements in conversion performance.
