French market leader in online sales of ink cartridges, France Toner worked with Webyn to optimize its site's user experience and maximize conversions. Through a data-driven approach and meticulous A/B testing, we'll now look at how two areas of optimization were targeted:
- access to product pages
- visibility of the button "Add to cart"
These adjustments have simplified the buying process and made the online shopping experience more fluid and engaging.
Approach: understanding user behavior to guide optimization
France Toner and Webyn adopted a rigorous approach to analyzing the customer journey and identifying the elements that were holding back conversions. Using heatmaps and behavioral data, we were able to identify areas for improvement and develop specific solutions to meet user expectations.
Challenge 1: facilitate access to product pages
Context
To improve navigation on the France Toner site, it was crucial to optimize the hierarchy of information on the home page. Simplified access to the products searched for was to enable users to navigate more easily and get closer to the final stages of the purchasing process.
Problem
Analysis showed that although the search module on the home page was widely used, it was not optimally placed, being positioned too low on the page. In addition, reassurance elements such as fast delivery or guaranteed quality were not sufficiently emphasized, impacting user confidence.
Solution and results
Webyn recommended that the search module be repositioned at the top of the page, and that reassurance elements be given greater prominence to reinforce user confidence from the moment they arrive on the site. Impact: These adjustments enabled France Toner to increase the access rate to product pages by 18%, facilitating navigation and improving the user experience from the first point of contact.
Challenge 2: increase add to cart rate through CTA optimization
Context
The add-to-cart stage is a crucial moment for any e-commerce site. France Toner's “Add to cart” CTA was not sufficiently highlighted, which could reduce its effectiveness in terms of engagement. Problem
The CTA, essential for encouraging users to continue their purchasing journey, lacked visibility and appeal. Knowing that button color and visibility significantly influence engagement, the hypothesis was put forward that testing different options could reinforce the CTA's impact.
Solution and results
Webyn conducted A/B tests to determine the optimum color for the CTA. After several iterations, yellow was chosen for its high contrast and eye-catching qualities. Impact: this visual optimization resulted in a 23% increase in the add-to-cart rate, confirming the importance of effective design to facilitate decision-making and improve the customer journey.
Towards a simplified, high-performance purchasing experience
These targeted interventions demonstrate the effectiveness of Webyn's approach, which, through in-depth behavioral analysis and rigorous testing, helped France Toner optimize navigation and conversions. The results speak for themselves: easier access to product pages and improved engagement on CTAs helped deliver a smoother, more engaging shopping experience, validating the commercial impact of UX optimizations for any e-commerce site.