03 Jun THE B.D.C. TEAM IS OFFICIALLY CERTIFIED IN USER EXPERIENCE BY CONTENTSQUARE!
User experience (abbreviated as UX) refers to the feeling users experience when interfacing with a system. The system could be a website, a web application or desktop software. It is a broad term that can cover anything from how well the user can navigate the website, how easy it is to use, how relevant the content displayed is etc. It is part of the customer experience.
WHY OPTIMISE YOUR SITE’S USER EXPERIENCE?
- Increase web traffic
- Maximize conversion rate and generate revenue
- Improve retention
- Develop loyalty
- Differentiate from the competition
69% of website content is not viewed by users
– Content Square –
B.D.C. & CONTENTSQUARE PARTNERSHIP
This year, our team was certified in UX by Contentsquare, the new French unicorn, our partner.
ContentSquare is a powerful tool which allows you to:
- Analyse your users’ journey mapping to identify precise friction points.
- Obtain access to key performance indicators per page (click-through rate, scroll depth tracking, bounce rate, conversion rate, etc.).
- Detail the analysis level to identified areas such as call-to-action.
- Increase lead and purchase conversions.
Therefore, our team is able to optimise and improve your customers’ online experience.
In addition to our analytical expertise, our consultant’s vision allows you to benefit from actionable insights and recommendations adapted to your market. We can also help you take control of the ContentSquare tool and empowered your team to make data-driven decisions by facilitating collaboration between your sales teams and ContentSquare’s technical teams
Business case #1:
B.D.C. has accompanied the French leader in the home and garden equipment for the rural areas to develop their e-commerce website and offer an optimal user experience for BtoB and BtoC customers. We also helped the retailer to optimise its store locator to be more intuitive and user-friendly.
Business case #2:
Our team also conducted a complete UX audit for one of the French leaders in the fast-fashion industry to improve the visitors’ conversion into buyers.
WHAT ELEMENTS ARE PART OF THE UX?
For a better understanding of the UX elements, Jesse James Garrett, User Experience Designer, identified 5 levels:
- Strategy: user needs and website objectives.
- Features and content to meet user needs.
- Structure (website architecture) to ensure intuitive navigation.
- Framework: interface, navigation and information design to facilitate user interaction with the website.
- Visual design: the “look” of the website.
HOW TO IMPROVE THE UX OF YOUR WEBSITE?
- On the overall website:
- Ensure that the 5 levels mentioned above are respected.
- Use relevant and attractive content (text, images, videos) to attract users’ attention and generate emotions.
- Personalise user experience.
- Don’t neglect UX on mobile! Mobile represents more than 50% of web traffic for many clients.
- Limit the page load time to less than one second per page.
53% of mobile website visitors will leave if a webpage doesn’t load within three seconds
– Google –
More specifically, Google lists recurring friction points, as well as some guidelines for optimising user experience:
- Homepage :
- Clear and visible Call-to-Action
- Highlighting your added value above the waterline
Example of MADE.com :
- Navigation menus
- Clear, interactive and well-structured categories (facilitate as much as possible the user’s comprehension)
Example of ASOS:
- Search Bar
- Search Bar Visibility
- Predictive Research
- Relevant results even with spelling mistakes
- Product Suggestions
Example of Boots:
- Product Catalogue
- Visible and decent button with the text ‘Add To Basket’
- Customer reviews
- Product filters and categorisation according to different criteria such as price, popularity, release date, etc.
Example of Argos:
- Conversion & payment
- Option to purchase as a guest (without customer account)
- Icons (locks, keys, etc.) and security certifications
- Visibility of delivery conditions
- Survey optimisation
- Automatic entry
- Limitation of the amount of data required
87% of shoppers will abandon a cart if the checkout process is complicated
– Amazon Pay –
If you are interested in finding out more, please contact our team! We will be happy to talk to you.
Retail & Digital Consultant