Optimizing customer paths
Background / Issues
A specialized retailer is faced with a situation: the standard dashboards created by the teams in their BI tool highlight a certain number of metrics and dimensions, such as conversions, bounce rate, number of additions to the shopping cart… But even with this information, the customer is not solving his main problem: why aren’t users buying? is it really a UX problem, or simply a problem with the offer or the quality of the traffic?
Objectives
Create a bridge between behavioral data and qualitative UX insights to deliver a clear, prioritized roadmap for optimizing the user experience – in line with visitors’ real expectations.
Our 3-step approach
User profiles
– Personas based on socio-demo & behavioral data (device, time, channel, entry page).
– Enriched by customer reviews to capture buyer motivations
Route analysis
– Analysis of buyers vs. non-buyers in 7 pre-defined key segments
– Paths, entry/exit points & tool usage via Google Analytics and ContentSquare.
UX recommendations
– CRO recommendations by segment, based on data.
– Each action is prioritized, with focus on key irritants and quick wins.
– Usable personas and behavioral segments
-Visualized and contextualized visitorpaths
-Clear, prioritized and ready-to-use UXrecommendations
Results
– A concrete action plan directly usable by teams
–UX decisions informed by real, segmented data
Key benefits
References
Over the years, we’ve put in place an organization and methodology tailored to the specific needs foragility andexpertise of your e-commerce teams, which we support worldwide, in French and English.
