Saveurs et Vie, a company dedicated to delivering flavorful and personalized meals to seniors and individuals with special dietary needs, aimed to enhance user engagement on their website.
The primary goal was to improve the effectiveness of their call-to-action (CTA) and reduce the homepage’s high exit rate, encouraging more users to explore their offerings and engage with their meal ordering system.
Partnering with Webyn, Saveurs et Vie sought to optimize key elements on their homepage to boost click-through rates, lower exit rates, and increase overall engagement.
Saveurs et Vie’s homepage was attracting a significant portion of overall website traffic. Still, it also had a high exit rate, signaling that users were leaving the site without taking action. The analysis conducted identified several possible barriers to optimal on-page engagement:
- Weak CTA: The existing CTA, "Commander en ligne" (Order online), was too generic and failed to engage users meaningfully. The message did not strongly motivate visitors to proceed further into the ordering process.
- Lack of Engagement Elements: The homepage needed to have more engaging elements that could captivate users and encourage them to stay and explore. The value proposition wasn’t immediately clear, and the page did not effectively communicate the unique benefits of Saveurs et Vie compared to competitors.
To address these challenges, we focused with Saveurs et Vie on refining the CTA and introducing additional elements to increase user engagement and reduce the exit rate.
Solution provided
To enhance the CTA appeal and clarity, the original text, "Commander en ligne," was revised to "Je choisis mes repas" (I choose my meals). This new wording was designed to create a more personal and engaging user experience, making the action feel more relevant and customized to individual preferences.
To further reduce the exit rate and boost engagement, a pop-up addressing people who had/have to face cancer was introduced on the homepage. This pop-up was specifically targeted to resonate with users looking for personalized care and support, offering a clear and compelling call to action.
Tangible Results
The optimizations delivered outstanding results:
- CTA Click Rate Increase: The change from "Commander en ligne" to "Je choisis mes repas" led to a 91% uplift in click-through rate on this button. This significant improvement demonstrated the power of personalized and engaging messaging in driving user action.
- Engagement Improvement: The introduction of the targeted pop-up on the homepage resulted in a 75% increase in user engagement. The pop-up, which clearly conveyed its intended audience at a glance, successfully captured the attention of users who might have otherwise exited the site, encouraging them to take the next step toward personalized care.
Conclusion
Through strategic A/B testing and targeted optimizations, Saveurs et Vie saw substantial improvements in both user engagement and conversion rates on their homepage. The combination of a more compelling CTA and the introduction of an engaging pop-up proved to be highly effective, showcasing the impact of thoughtful user experience enhancements. With Webyn.ai's expertise, Saveurs et Vie was able to significantly boost user interaction, lower the homepage exit rate, and better connect with their audience, ultimately leading to higher satisfaction and business growth.