France Toner: Targeted optimizations for a renewed shopping experience
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Contexte
France Toner, the leader on the French market for online ink cartridge sales, aimed to optimize its site's user experience in order to maximize conversions. Webyn collaborated with the brand by adopting an approach centered on data analysis and A/B testing to identify friction points in the user journey. Two key aspects were targeted for this optimization: access to product pages and the visibility of the "Add to cart" button.
These elements were crucial to simplify the purchase journey and make the experience smoother and more engaging.
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Problème identifié
1. Access to product pages:
The search module, although widely used, was placed too low on the homepage, which slowed down direct access to the searched products. In addition, reassurance elements, such as fast delivery or guaranteed quality, were not sufficiently visible, which affected user trust and made them less inclined to continue their navigation.
2. Visibility of the "Add to cart" CTA:
The essential button for encouraging users to continue their purchase journey was not sufficiently highlighted. The design and visibility of the CTA played a key role in user engagement, and it was found that the lack of contrast with the background and the unattractive color reduced the effectiveness of this button. Better visibility could have encouraged more users to click.
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Solution proposée
- Optimization of access to product pages:
Webyn recommended repositioning the search module at the top of the page to make it immediately visible. In addition, reassurance elements were better highlighted to strengthen user trust from the moment they arrived on the site. This solution aimed to facilitate user navigation and bring them closer to the final stages of the purchase journey.
- CTA optimization:
Webyn conducted A/B tests to test different colors for the "Add to cart" button. After several iterations, yellow was chosen for its high contrast and its ability to attract the eye. This solution aimed to improve the visibility of the CTA and make the add to cart action more engaging, encouraging more users to interact with the button.
Résultats
The optimization of access to product pages allowed France Toner to increase the product page access rate by 18%. This result showed that better information hierarchy and a stronger highlighting of reassurance elements improved site navigation and facilitated user engagement from the moment they arrived.
The visual optimization of the CTA made it possible to increase the add to cart rate by 23%. By increasing the visibility of the button through the chosen color, Webyn succeeded in making the purchase journey smoother, facilitating decision-making and encouraging users to complete their purchase.
"After more than a year of collaboration with their teams, the results obtained have proven particularly conclusive, opening the way to new improvement opportunities, particularly in terms of conversion rate optimization (CRO). Thanks to its performance-based and automation-driven approach, Webyn is an effective tool for any company looking to refine its user experience and maximize its digital impact!"
Maxime Schipman
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